Growing customer accounts
Creating a new account experience for the future of My Best Buy.
Best Buy Canada | 2024
Problem to solve
We want customers to share more information about themselves, so that we can know them better and personalise their shopping experience. By adding features to the account, customers have a reason to invest into their account. The account though, wasn’t in a good place to scale as we built the capabilities into it. So came our design problem: How might we make the account experience grow to meet the needs of our customers?
Design approach
Understand what stakeholders strategy is for in a new loyalty program.
Perform a competitor analysis to identify capabilities expected in the retail experience.
Illustrate an end-to-end vision of a Best Buy account.
Align product teams and stakeholders with vision and first iteration.
Design experience within the scope of the first iteration.
Design strategy
The vision we aligned on was an account experience that centralised all of a customer’s interactions, transactions and programs in one place. To create an experience that was personalised and delivered value back to the customer.
The account dashboard evolved by using modular components that each served a purpose. We enabled the dashboard to be a reflection of what’s important to the customer, and allowed the account to grow as more features were added.
Finally, the account was rebranded to My Best Buy, to encompass everything that associated the customer to Best Buy.
Outcome
My Best Buy launched in October 2024. We saw an increase of XX% of new accounts created, in comparison to the same time in the previous year.