Personalized Global Homepage
Personalized home page experiences to deliver a digital shopping experience that feels unique to every user—tailored to their preferences, interests, and evolving needs. By leveraging user data and dynamic content, the home page shows information, recommendations, and features tailored to each person, helping boost satisfaction, engagement, and conversions.
My Role
Experience Designer
Responsible for creating stories for various layouts for a dynamic personalized experience
Team
Product Managers
Designers - UX & Content
Engineers
Legal
Timeline
8 weeks
Tools
Figma, Miro, Paper & pen
Challenge
Existing home page served all users the same static content. This generic experience led to user frustration, disengagement, and high abandonment rates. Despite having rich user data, the homepage wasn’t using it effectively to personalize experiences.
Understanding the problem
Variation in preferences:
App presents a generic home page experience, which can lead to user frustration, disengagement, and high abandonment rates. The app had lots of user data but wasn’t using it .
Information Overload:
Presenting the same content to all users can overwhelm them, making it hard to find what they need and leading to frustration and higher abandonment rates.
User Engagement:
Personalization is key to user engagement by aligning content and products with their interests. Without it, users may feel disconnected and engagement drops.
Utilizing the Data:
Leveraging user data such as browsing history and purchases is crucial for personalization, but collecting, analyzing, and applying this data is challenging.
How might we leverage zero-party data, AI/ML model and real-time preferences to dynamically adapt content per user - leading to better engagement, satisfaction, and conversions.
Designs
Navigation
Designed the Best Buy app's header and bottom navigation as part of this project.
Introduced the utility nav as the secondary navigation for a quick and faster touchpoints.
Redesigned the complete bottom nav along with the updated and new icons.
The 'Shop' (Department) screen is also redesigned as part of this initiative for a more robust category navigation experience.
Dynamic stories
Designed multiple stories catering to different types of content, which also acts as a entry points to larger experiences.
Each story has a distinct visual & content needs that must attract the user's attention. These stories are dynamically placed on the home screen based on the personalization's AML algorithm.
Impact
A/B testing showed significant improvements in engagement, satisfaction, and key business metrics —validating the effectiveness of the personalized experience.
69%
Increase in user engagement
15.8%
Increase in user
sign-ups
3.2%
Increase in order conversions
2.1%
Revenue
per
customer