Best Buy checkout redesign
Led the creation and execution of a research-backed roadmap to reduce customer friction and increase conversion in Best Buy's cart and checkout. Delivered measurable conversion gains and improved customer sentiment, influencing future e-commerce strategy.
Overview of my direction to the team
- Identify the friction points that mattered most to customers and the business
- Design solutions grounded in research and tested quickly
- Align across teams and iterate toward launch
What we were solving
Best Buy's checkout experience had friction points that slowed customers and created drop-offs. Leadership tasked our team with improving conversion, simplifying the purchase process, and aligning the experience with evolving customer expectations.
We needed to modernize the checkout while maintaining trust and familiarity for millions of loyal customers.
What made this hard
Checkout is one of the most sensitive parts of the buying experience — even small changes risk impacting conversion. We had to address long-standing friction without alienating existing customers or introducing new risks.
Every design change had to balance innovation with the proven elements that customers relied on. Multiple teams owned different parts of checkout, requiring tight cross-functional coordination and alignment across product, engineering, legal, and operations.
What I did
I led a cross-functional effort from research to delivery. I oversaw user research, guided the design process, and managed stakeholder alignment at every stage.
Key leadership actions:
- Managed 5 designers focused on cart, checkout, and fulfillment flows
- Facilitated workshops to identify top friction points and value opportunities
- Established a research-driven prioritization framework for design changes
- Presented design direction and testing results to executive leadership
How we worked
We followed a structured process of discovery, design, evaluation, and iteration. Research included usability studies, A/B tests, and competitive analysis.
Our design principle was to reduce cognitive load by removing unnecessary steps and clarifying key decisions. We introduced clearer progress indicators, simplified forms, and improved mobile ergonomics to make checkout feel faster and more intuitive.
Phase outcome
Every round of research surfaced clear, actionable signal. We knew which friction points mattered most and had confidence in the direction before committing to build.
What happened
The redesigned checkout increased conversion for key flows and improved customer satisfaction. Customers described the experience as simpler and more trustworthy.
The work set a new standard for customer experience at Best Buy and influenced future e-commerce initiatives.
Project outcome
Conversion increased, positive customer satisfaction went up, and abandonment went down. The project earned recognition across the organization and shaped Best Buy's approach to e-commerce design going forward.