Leadership, strategy, design, product, analytics.
← Back to homeLed 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.
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.
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.
Core tension: 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.
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:
We followed a structured process of discovery, design, evaluation, and iteration. Research included usability studies, A/B tests, and competitive analysis.
Design principle: 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.
The redesigned checkout increased conversion by 4% relative for key flows and improved customer satisfaction to 80% positive sentiment. Customers described the experience as "simpler" and "more trustworthy."
Strategic impact: Set a new standard for customer experience at Best Buy and influenced future e-commerce initiatives.
I learned the importance of aligning design improvements with measurable business outcomes while maintaining customer trust. Iterative research and quick feedback loops ensured we avoided costly missteps.
This project reinforced my belief that clear, simple design decisions grounded in real customer behavior drive both satisfaction and performance.