Discover - Shop through storytelling
Discover is an engaging, storytelling-driven experience that helps users explore, shop, and discover products in new ways. Unlike the existing homepage, which focuses on personalized and business-driven needs, Discover showcases curated, thematic, and seasonal content that highlights what’s latest and trending. The goal was to create a fun, inspiring, and exploratory product discovery journey that balances user delight with business priorities.
My Role
Experience Designer
Responsible for end-to-end UX strategy, from problem definition to testing prototypes
Team
1 Product Manager
2 Designers
4 Engineers
Timeline
10 weeks
Tools
Figma, Miro, Paper & pen
Problem
Started as an MVP in 2024, the Discover feature enabled users to shop and discover products through more engaging and storytelling with curated and inspiring content. The Best Buy home page presents users with products tailored to their personal and marketing business needs. There is no other way for users to see content on what's latest, trending and more thematic seasonal content. Discover has its own taste of curated content through storytelling to explore products in a fun, engaging and inspiring way.
Business Use Case
Increase revenue per customer by 2%.
Increase content engagement rate.
Content Pillars
Personalized content
Tailor recommendations using user inputs (recipient’s age, interests, budget).
New & Trending Tech
Deliver suggestions in a dynamic, conversational format.
Influencer content
Streamline the process with quick, relevant results.
Designs
3-pillars of Discover
Discover has three main features which are divided based on the content - Latest, Gift Ideas and Top Rated
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Latest contains thematic stories presented in the form of story cards. These are curated to the latest trends, product launches and seasonal content.
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Gift Ideas has curated content for gifting based on the occasions, to whom and the seasonal gifting events. Gifting has been a wrapped experience from the web and this is the first time it has translated to a wholistic native experience.
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Top Rated is where users can find products based on the customer and expert reviews. These are based on the categories which have products rated 4.5 or higher to be called as Top Rated.
Top Rated
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Designed the Top rated hero to bring the context as what is Top Rated and what users can expect in this feature.
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Top Rated has helped users to quickly shop & efficiently shop for the right product based on their needs without juggling through hundreds of products and delayed decision making.
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Easy way to filter products are through distillations which are generated by AI. These are the common terms that users have used in their reviews.
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To easily differentiate the positive & negative reviews, we have color coded these. in the product cards and also are presented as quick filters
Gamification
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Best Buy has their unique line of products called as "Yes, Best Buy Sells That"
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To present these in a more fun & engaging way, we introduced gamification where users would be able to find the product from a blurred image.
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When guessed wrong, they will be given another chance.
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On guessing the right answer, they will be presented a brief description about the product as a fun fact. This has brought the curiosity in users to learn and explore more about products thus, increasing engagement & conversion
Initial Study
We conducted an initial (Unmoderated) study with a sample size of about 600 Best Buy customers to understand customer interest, desirability and perceived value of the proposed Ratings and Review and the Latest & Trending Tech experience.
Key Takeaways
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In general, customers rely heavily on ratings and reviews when considering a purchase
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Customers find the Latest and Trending tech feature very useful, desirable and valuable
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If available, customers are very likely to use it
Key Performance Highlights
App
RPS - 64% higher than App average
Higher Add to Cart and Conversion rates
Mobile web
Latest outperforms SV averages in RPS, ATC & Conversion rates
3% increase in Small View Revenue
Discover Hub
With successful launch on the app and mobile web and the performance increase in the revenue and engagement, this initiative has been approved to be scaled to web desktop.