Post-purchase process enhancements

Designing an improved experience for customer and Best Buy employee interaction during the Covid era.

Once a customer submits their order, they are no longer actively engaged with the system. They will, however, experience the anticipation and expectations of receiving their order in good condition and within a reasonable timeframe.

This passive engagement with the system is a critical part of the process. We needed to give the customer the right information at the right time to ensure they are satisfied with their purchased products and/or services.

Overview of my role

UX Lead for the “Get” Family

I was hired in January 2020 to support the post-purchase portion of the customer journey: the Get Family. As the first UX Lead for the team, I was tasked with integrating the new Experience Design cohort into the cross-functional teams in order to incrementally improve the experiences of our customers and our internal employees (Blue Shirts and Geek Squad Agents).

The Get Family organizational structure

Responsibilities & deliverables

    • Customer journey maps

    • User flow diagrams

    • Wireframes

    • Interaction design

    • Prototypes

    • Moderated usability testing

    • Online unmoderated usability testing

    • Surveys

    • Customer & employee interviews

    • Ride-along exercise with Geek Squad Agent

  • I worked closely with Product Managers, Business Analysts, Data Intelligence, QA, Developers and Architects in the following ways:

    • Relationship-building across disciplines.

    • Evangelizing UX to all teams throughout the company.

    • Worked with technical teams to ensure the cohort designs were implemented in the best possible way.

    • Presented designs to stakeholders when required.

    • Guided the XD cohort in prioritizing and scheduling our work.

    • Faciliated team formation activities

    • Maintained a kanban board with regular XD cohort ceremonies to ensure our work was delivered on time within the 2 week sprint schedule

    • Mentoring of junior UX Designers

    • Mentoring and leading the XD cohort in delivering a cohesive design

    • Onboarding of new team members

    • Ensured that cohort challenges were smoothed over and team synergy consistently improved.

Project: In-Home Services - Online Scheduling

This following initiative is only a small part of the larger post-purchase customer journey. The feature was an important one to the company, and needed to be designed and implemented well.

The problem to be solved

Customers purchasing a large screen TV online but also needed to purchase a service (such as install and recycle of an old TV) could not do so in the same transaction. They had to phone or chat with Geek Squad support to do so, adding in a number of complexities to the experience that resulted in cancelled transactions and frustrated customers.

Discover

In order to understand the system better, I worked closely with our BA, and met with people in Retail Operations and Geek Squad to understand the context, touchpoints and painpoints of the problem space.

User flow diagram

Geek Squad Ride-Along - selected slides

Design

The iterative design process included the following deliverables:

  • Customer journey map

  • Iteration plan for future work

  • Consolidated mockups of work by the XD cohort

  • 2 unmoderated usability tests (UserZoom) synthesized, analyzed and results presented to stakeholders

Iteration Plan

Working document - Friction points

Close-up detail of Friction points working document

A portion of the communication flow - email mockups

Outcomes

Unfortunately, this effort was paused due to shifting strategic priorities on the team. From agent feedback and unmoderated usability tests, I’m confident that we would have the following results:

  • Improvement of the customer's experience through the booking process, as measured from usability tests.

  • Improved agent experience from the addition of key information of services on the website at opportune moments.