Best Buy

Demystifying Tech

I was brought on to the Shop design team at Best Buy to work on a project called Demystify the Tech. The primary goal of this project was to create experiences that educate customers about the features and specifications of technology products. This manifested in several ways across the customer journey, primarily in the Highlights and Chiclets features.

TMTI: Too Much Tech Info

With each iteration of new tech products, it seems new specs are constantly introduced. Coupled with an already dense landscape of features and compatibility issues, understanding tech products can feel like a nearly insurmountable task.

Choosing the right language

User research focused on content strategy and specific language choice played a large role in defining the outcomes of the Demystify project. Different combinations of content and language choices were presented in parallel user studies. The results of these studies often gave strong indications for effective language choices.

Tell a story with icons

When words were not the best tool, I crafted bespoke iconography. Working with the design standards team, I created icons for some of the more nuanced categories such as smart locks and security cameras.

Smart Lock category icons

Security Camera category icons

Smart Doorbell category icons

Television category icons

Putting the pieces together

Highlights are an interactive component on the Product page of Best Buy's website. They deliver Demystify content in an easy to consume format. Each Highlight outlines a specific feature set for a product. For example, a highlight may describe the different backlight types for TVs.

Highlight components built in Figma (graph variant)

Highlight components built in Figma (icon variant)

I created components in Figma to iterate on Highlight design. We found through user testing that highlights are a strongly enjoyable experience for most customers.

Chiclet interface exposing Demystify content on the Product List Page.

The Opportunity:

The most meaningful differences between products was often indescernable on the product list page. Titles are long and often hard to read, and in many cases include most of the product specs. Because of these concerns, customers had difficulty continuing from the list page.

The Solution: Chiclets!

Small, tag-like interfaces that expose (and reuse) category specific content directly on the product list page. The chiclets design was tested and refined to make the intended interaction more obvious. The implementation is accessible, and has full support for keyboard navigation.