A large initiative was put in place to help customers shop for products that need some customization or configuration. These projects were built on a new architecture that lets product customization scale to other categories.
Apple Watches & PC gaming sets were the two products we started with. I was the lead designer on both, from discovery to implementation.
- Lead designer, discovery to implementation
- Apple Watch & PC gaming
- About 6% higher conversion with the Apple Watch experience
- Key results tied to $20–40M in annual revenue
Problem
No shared way to set up a product that can be customized.
Business: there was no consistency in how product lines that benefit from customization were set up, which made life hard for product setup teams, for data availability & for scaling.
User: “It’s difficult to understand what my options are. This product is complicated. I wish I could engage with it in a way that makes me excited to purchase it.”
Goals
Fewer one-off builds
Category teams & product lines need fewer custom approaches.
Category growth
One architecture that supports growth across categories.
An engaged customer
More time with the PDP’s features, more completed configurations & more conversion.
Product configuration at Best Buy
Three ways a customer can configure: start from a set, build your own, or personalize a single product.
Pre-configured sets
A starting point where products in the set can be swapped or removed.
PC gaming configuration
Build your own
Starting from scratch while keeping availability & compatibility in mind.
Apple Watch customization
