BEST BUY CONCIERGE

In recent years, Best Buy has faced significant changes in its operational model, particularly with a trend toward reducing in-store staff. Even recently in 2023, Best Buy cut a significant percentage of its employees across 900 stores, exacerbating challenges related to customer service. During my tenure as an Assistant Store Manager, I increasingly noticed the impact of these layoffs on customer service. As staff numbers dwindled, customers often experienced frustrating wait times, especially during peak hours. This was particularly evident in our outlet store, which, despite its smaller size compared to full-scale retail locations, often saw customer traffic that rivaled or exceeded that of larger stores. 

To address this growing issue, I initiated the design of the Best Buy Concierge—an in-store kiosk aimed at providing customers with immediate access to detailed information about products, brands, and appliances available in the store. This solution was specifically designed to enhance the shopping experience during busy periods, ensuring that customers could obtain necessary product information and assistance without the need for direct staff interaction. 

Despite the challenges of significant layoffs, Best Buy continues to thrive, largely due to its successful transition to online sales. This success is deeply tied to the user-friendly design of its website, which facilitates an effortless online shopping experience. 

Recognizing the importance of this consistency, I approached the Best Buy Concierge project with the goal of translating these successful web elements into a tablet-based kiosk interface. The challenge was to meticulously analyze and identify which aspects of the Best Buy website resonated most positively with consumers, and conversely, which elements were less effective or detracting. My aim was to adapt and integrate the favorable features into the kiosk, ensuring a seamless and familiar user experience that could effectively reduce customer frustration in stores, especially when direct assistance from staff was limited. Additionally, by offloading routine inquiries to the kiosk, the project also sought to alleviate the pressure on short-staffed locations, allowing employees to focus on more complex customer needs and improving overall workplace satisfaction.

As I embarked on the research phase of the Best Buy Concierge project, it was clear that comprehensive insights would be essential for crafting a user-centered design. To achieve this, I planned to gather feedback from two critical groups: Best Buy customers and employees. Fortunately, my role at the company enabled me to build strong relationships with both customers and colleagues. Leveraging these connections, I was able to conduct in-depth interviews with several willing participants. These discussions were invaluable, providing a dual perspective that combined customer preferences with insider knowledge from staff, allowing me to tap into the mindset of our target users effectively.

Here's what I discovered:

NAVIGATION-APPLIANCE TYPE

Customers expressed a strong desire for a straightforward navigation system in the kiosk that quickly leads them to the type of appliance they are interested in. Given the variety within appliance categories, such as washers and dryers being available as top load, front load, combo units, or stackable, it would be essential for the interface to facilitate easy discovery of specific appliance types. 

NAVIGATION-SPECIFIC BRANDS

Ease of navigation among different brands for a particular appliance type is crucial for customers. They want to effortlessly switch between brands to compare options. 

MODEL-SPECIFIC UNIQUE FEATURES

Customers are particularly interested in understanding what sets each appliance model apart. When researching products, they often ask about unique features that distinguish one model from another.

DETAILED SPECIFICATIONS AND VISUALIZATION

Specifications are critical. Customers need precise dimensions to ensure an appliance fits in their designated space. Additionally, some consumers expressed skepticism regarding the accuracy of manufacturer-provided dimensions, citing instances where parts of the product extended beyond the stated measurements. To address these concerns, I prioritized the integration of a 360-degree view feature within the kiosk. This enhancement, coupled with detailed specifications, allows customers to view every angle of the product, ensuring they are fully informed of any protruding parts that might not be reflected in the standard dimensions listed. 

I took a step back to thoroughly understand the underlying issues faced by customers in-store. The immediate problem was evident: customers often experienced frustration due to the unavailability of sales representatives during peak shopping times. The immediate solution was the creation of the Best Buy Concierge kiosk that could answer questions and provide information in the absence of a salesperson. However, this raised a crucial question:

While the initial insights provided a solid foundation for the design, they primarily addressed the what—what information was needed. However, to truly innovate and create a tool that adds real value, I needed to understand the how—how customers currently engage with online information about appliances and the specific challenges they face in this process.

This shift in focus meant that I would need to conduct further research, this time centering on the user’s online research experience.  I sought to delve deeper into the nuances of searching for appliance information on smartphones and desktop devices: What do users find frustrating? What aspects do they appreciate? What makes them choose to seek help in-store rather than relying solely on online data?

With these questions in mind, I reached out to additional customers to gather more insights. This phase was crucial for uncovering the gaps in the online appliance research process and identifying opportunities where an in-store kiosk could significantly enhance the customer’s journey by addressing these specific inefficiencies and frustrations. Here’s what I discovered:

OVERLOAD OF INFORMATION

Users often feel overwhelmed by the sheer volume of text and specifications available online. Features are often listed in large bullet point lists that include technical jargon that the average shopper may be unfamiliar with. This can make the decision-making process tedious and confusing.

LACK OF CONTEXTUAL INFORMATION

Online descriptions can be generic and may not provide the specific details users need to understand how an appliance fits into their personal space or lifestyle.

LACK OF INTERACTIVE EXPERIENCE

While online shopping offers convenience, it lacks the tactile and visual interaction that many customers value when purchasing appliances. Users often expressed a desire to see and touch appliances, experiencing their features and design firsthand to fully understand what they are buying.

NAVIGATION PROBLEMS: "WHERE DO I START?"

A recurring theme of frustration emerged related to the complexity and volume of filters that can be found while appliance shopping online. Users noted that while filters are highly effective for those who know exactly what they’re looking for, they can be overwhelming for individuals just starting their research or those unsure of their needs. This feedback highlighted a critical need for a more streamlined, user-friendly approach in the kiosk design to enhance the product discovery process, providing a guided experience that simplifies decision-making without the clutter of excessive filtering options.

These additional insights led to a more important question, how might I design an in-store kiosk that offers a more intuitive and visually engaging experience than searching on a smartphone, allowing customers to explore products through high-quality images and immersive descriptions that highlight the features and strengths of each product without being overwhelmed?

It became clear that while online platforms are optimized for quick purchases by informed buyers, they do not cater well to those still in the decision-making phase. The real problem at hand was enhancing the research experience. This realization highlighted a significant oversight in modern retail design, where the nuanced needs of these thoughtful shoppers—those who value depth and detail over speed—have often been neglected due to prevailing biases, including my own. My initial bias towards shopping efficiency had obscured the diverse approaches customers take towards shopping, particularly those who prioritize a thorough understanding of products before making a purchase. 

This shift in understanding required a fundamental reframing of who the core user of the in-store kiosk really is. Reorganizing that this user is not the typical fast-paced shopper but rather a thoughtful researcher necessitated a significant shift in my approach. This insight led to the transformation of my initial proto-persona into a fully developed user persona, more deeply rooted in actual user research. With a revised persona accurately reflecting the nuanced needs of the Concierge user base, I could now move forward in the process of designing an experience tailored to their specific requirements.

KEY OPPORTUNITIES EMERGE

The journey mapping for the Best Buy Concierge highlighted key opportunities to enhance the kiosk interface compared to traditional online shopping. Answers to the pivotal questions guiding the design process began to emerge:

HOW MIGHT I CONDENSE PRODUCT INFORMATION INTO QUICK, EASILY UNDERSTANDABLE SNIPPETS?

Present each feature one at a time using an interactive display format. Instead of using concise bullet points that may include technical jargon, the kiosk can provide detailed descriptions for each core feature of an appliance. These descriptions can be designed to be clear and accessible, using plain language that enhances understanding for casual shoppers, ensuring they grasp the full value and functionality of the products.

HOW MIGHT I ILLUSTRATE HOW AN APPLIANCE FITS INTO A USER'S PERSONAL SPACE AND LIFESTYLE?

The implementation of a 360-degree rotatable camera view was identified as a key opportunity for the initial release of the Best Buy Concierge prototype, effectively addressing the need for detailed product visualization. While augmented reality (AR) also emerged as a potential enhancement during the journey mapping, it was deemed less feasible within the project’s timeline and not critical based on initial research insights. Thus, AR was considered a desirable but non-essential feature for future updates.

HOW MIGHT I MAKE PRODUCT PRESENTATIONS VISUALLY CAPTIVATING AND IMMERSIVE BEYOND ONLINE SHOPPING NORMS?

The presentation of product features could include an interactive scroller that showcases these features alongside high-definition images, providing a visually engaging and immersive exploration that goes beyond typical online shopping interfaces.

The final problem was that users often didn’t know where to start their search, and they sought a simpler navigation method than sifting through countless filters for random brands. Unlike fast shoppers who prefer quick recommendations based on reviews, Best Buy Concierge users want to conduct their own thorough research at their pace. Recognizing this, I envisioned a user flow designed not to steer or persuade but to empower my core users to independently explore and discover information as they see fit.

In order to solve the filtering problem that appeared in the research phase, I thought of a two pronged approach to solve this problem:

The first solution was to implement a bottom navbar with intuitive iconography, serving as the initial guide for users seeking different categories of appliances. This approach would simplify the first step of the navigation process, making it an easy start for users beginning their appliance search.

Beyond the navbar, the user journey would be designed to flow through a logical sequence of screens starting from general categories like laundry for example, users could drill down into more specific selections such as washers, dryers, and then to finer details like manufacturer or model types. This structured step-by-step navigation would be an attempt to replace traditional multi-layered filters with a more linear pathway. 

Anticipating a major shift from traditional online shopping methods, I developed two distinct user flows, created two sets of screen sketches, and wired these two sets of sketches to assemble two sets of low-fidelity prototypes to test with my core users. These were designed to evaluate the navigation preferences of my target users: one prototype utilized the new linear-style navigation, while the other employed conventional filters and sorted lists for initiating research. This approach was meant to empirically confirm whether my users preferred the structure offered by the linear navigation style. Testing these prototypes would allow me to make informed decisions before progressing to higher fidelity stages, ensuring that the chosen design truly resonated with my users’ preferences. Although the development of two different sets of flows/sketches would require more work, it would ultimately save me time in the long run.

Both User Flow A and User Flow B were designed to evaluate different shopping behaviors, but they diverge significantly in their approach to navigation. User Flow B streamlines the process by allowing users to directly select the type of appliance they wish to research from the home menu. It employs traditional filtering methods to narrow down choices, providing a quicker route for customers who know exactly what they want. This flow mimics the conventional online shopping experience, prioritizing speed and efficiency.

In contrast, User Flow A includes three additional steps, offering a more guided and linear navigation that incrementally introduces appliance categories, manufacturers, and specific models. This method is tailored for users whose primary intent is to gather comprehensive information about various options rather than making an immediate purchase. Although this approach is lengthier, it was hypothesized that User Flow A would deliver greater value to users focused on in-depth research, facilitating a more informed decision-making process, and providing more in terms of navigation than simply what users can just get by pulling out their phone.

USER FLOWS A AND B

The design process for the Best Buy Concierge kiosk began with traditional sketching techniques. Preferring the tactile feel of pencil on paper, I started by hand-drawing the basic layouts for user Flows A and B.

For User Flow A, sketches focused on a linear navigation model, guiding users step-by-step through the appliance selection process. In contrast, User Flow B was designed with a more traditional approach, using filters and sorted lists to allow for faster decision-making. These initial sketches served as blueprints for the future prototype before entering into higher fidelities of design.

I transitioned these screens into Adobe XD, where I wireframed the interfaces. This stage involved translating the rough sketches into interaction points and clear pathways. Wireframing in Adobe XD enabled me to visualize how the user flows would function in a digital environment, and prepare for user testing to see which flow would be preferable for my users.

The study included five participants who represented the target demographic of the Best Buy Concierge kiosk. Each participant engaged with both User Flow A and User Flow B to perform a specific task: navigating to an LG top-load washer to learn more about the product. To mitigate any sequence bias, the order of the flows was alternated among participants.  

DATA COLLECTION

Data were collected both quantitatively and qualitatively. Participants rated their experience on a Likert scale assessing navigation ease, clarity of information, overall satisfaction, and helpfulness. The speed of navigation was objectively measured in seconds, tracking how quickly participants could complete tasks using each user flow. Following the tasks, participants were interviewed to gather in-depth feedback about their experiences with each user flow.

RESULTS

Quantitative data analysis revealed a strong preference for User Flow A, which scored significantly higher in navigation ease, clarity of information, and overall satisfaction compared to User Flow B. Although User Flow B was rated higher in terms of speed/efficiency, it did not meet user expectations in other critical areas. Qualitative feedback supported these findings as well, with participants favoring the detailed and guided approach of User Flow A, which they found more conducive to thorough research.

Based on the findings, User Flow A became the focus for providing this particular user base an experience that caters to conducting extensive research.

With compelling evidence supporting User Flow A as the optimal navigation approach for my target users, the next phase of the design process focused on entering into a mid-fidelity prototype that added in interactive elements to further enrich the user experience. My preliminary research had clearly indicated that the target user for this product, who often prefers in-person consultations, seeks a more engaging and informative interaction than what typical online platforms offer. This type of consumer is not just looking for information; they seek an experience that mirrors the personalized and detailed assistance they receive in-store.

REDEFINING USER INTERACTION

To transcend the traditional online experience of static information lists, I envisioned a dynamic interface where interaction is both intuitive and engaging. The design moved away from the conventional format of scrolling through extensive bullet-pointed lists. Instead, I proposed an interactive scrolling feature where users could swipe up to seamlessly reveal new information about the product. This method not only aims to captivate users by keeping the presentation fresh and lively but also significantly reduces cognitive load. By eliminating the overwhelming scroll through dense information and replacing it with an interactive element that presents one piece of information at a time, the design minimizes the user’s effort to retain details, thus enhancing memory retention and overall satisfaction. 

TESTING THE INTERACTIVE FEATURES

Understanding that innovative designs require validation, the next step involved integrating this interactive scrolling feature into the mid-fidelity prototype of the kiosk. This phase was crucial—not only to assess the functionality of the interactive elements but also to ensure that they genuinely improved the user experience as intended. The prototype would allow users to interact with the product features as if they were conversing with a sales representative, with each swipe bringing a new topic or feature into focus, much like a natural dialogue.

To test this feature, I planned a series of user sessions where participants could engage with the prototype. These were again followed by structured interviews and surveys to collect feedback. This time, however, the prototype’s interactive scrolling feature was directly compared against the more traditional method of presenting information—a static list of features on the Best Buy website. While I anticipated that the traditional method might prove quicker and more efficient, I hypothesized that this innovative presentation would resonate more with my target user. The key metrics for evaluation included user engagement level, ease of information absorption, overall user satisfaction with the interactive experience, and speed of retrieval.

RESULTS

The testing of the interactive features in the kiosk yielded significant insights into user preferences and behaviors compared to the traditional online experience offered by the Best Buy website. The following is a breakdown of the key metrics evaluated during the study:

USER ENGAGEMENT LEVEL

The interactive kiosk design demonstrated a significant advantage in engaging users. Participants reported higher levels of involvement and interest, attributing this to the dynamic and interactive presentation of information. In contrast, the Best Buy website, which utilizes a static list format, garnered lower engagement scores. The less interactive nature of the website's content was found to be less captivating for users.

EASE OF INFORMATION ABSORBTION

Scores for the ease of information absorption were notably higher for the interactive kiosk design. Users found the segmented and interactive delivery of information easier to manage and more memorable than traditional methods. This piecemeal approach effectively reduced cognitive overload, enhancing the overall information retention. Meanwhile, the Best Buy website, which presents information in long, continuous lists, received moderate scores, indicating the more challenging nature of absorbing information in this format.

OVERALL USER SATISFACTION WITH THE INTERACTIVE EXPERIENCE

The kiosk's innovative approach to information delivery was highly appreciated, as reflected in higher satisfaction scores. Users expressed a preference for the kiosk's method, which made the research experience more engaging and informative. In stark contrast, the Best Buy website scored lower in user satisfaction, with users often feeling that the experience was too generic and less tailored to presentation and education.

SPEED AND EFFICIENCY

In terms of speed and efficiency, the interactive kiosk design lagged slightly, with scores notably lower than the Best Buy website. The engaging elements, while enriching the user experience, did slow down the process of information retrieval. 

These results highlight a clear trade-off between engagement and efficiency. While the kiosk design excelled at creating a more immersive and satisfying user experience, it does so at the expense of speed. This trade-off is crucial for settings where depth of information and user satisfaction are prioritized over the rapid retrieval of data. The interactive kiosk design successfully met the needs of users who value a comprehensive understanding of products, aligning with the goals of users who prefer in-depth research before making a purchase. With the desired results and primary goals accomplished, I was now ready to move into the high-fidelity stage of the prototype design for the final submission of the project.