At a glance

Context

Buying a computer in-store is a high-consideration decision. Customers compare specs, evaluate value, and try to make confident choices while standing in front of live devices.

At the time, the aisle relied heavily on static signage and inconsistent messaging. Information was fragmented. Associates carried the burden of stitching the story together.

We redesigned the experience around clarity at the moment of decision.

What We Built

Best Buy Interactive (BBI) became the software layer running directly on demo computers. Instead of adding more signs, we turned the device itself into the structured communication channel.

BBI surfaced SKU-specific specs, promotional hierarchy, and guided comparison cues directly on the machine being evaluated. The experience reduced visual clutter, improved side-by-side shopping, and created a consistent narrative across the department.

Under the hood, we separated a stable in-store delivery layer from an iterative experience layer. That architectural decision allowed us to evolve content and behavior release over release without sacrificing fleet reliability.

My Role

I led the transformation end-to-end: strategy, roadmap, cross-team alignment, funding, release cadence, and store adoption.

The work required balancing UX consistency, engineering reliability at scale, operational stability across thousands of stores, and business priorities around offer visibility and conversion. It was both a product transformation and an enterprise execution challenge.

Outcomes

The program delivered measurable lift in cart size and overall profitability while reducing reliance on static signage. It established a more scalable, controllable merchandising channel and improved the quality of the in-aisle decision process for both customers and associates.

While the experience has evolved and remained modern, the core theory remains: use the device itself as the structured communication layer. Visit a Best Buy store to see guided computer demo experiences in action.