Background
Before September 2022, the gifting experience on BestBuy.ca was revamped every year and only available between November (Black Friday) and December (Boxing Day). The curated collections were retired soon after, and there wasn’t much attraction to the gifting experience.
This time, I needed to design a best-in-class gift shopping experience where customers could find gifts for their friends and family while promoting our diverse assortment, including categories not traditionally associated with Best Buy.
Strategy
GET customers seeking inspiration for any gifting occasion WHO feel limited by traditional, seasonal, or gendered gift categories TO explore gifts that reflect personal relationships and interests year-round BY creating a scalable content strategy and UX framework that balances customer delight, brand integrity, and operational efficiency.
Results
The experience, released in September 2022, led to a 4.9% increase from our gifting landing page to product detail pages during the holiday shopping season of 2022. The bounce rate on the gift guide decreased by 12%, even as the entire website’s bounce rate increased by 4%. Given the economic downturn that year, this was a huge win.
New Gift Guide Page
Released 2022
Love Coffee? Me Too!
I am always interested in learning the latest ways to improve people’s lives through technology. Feel free to connect with me on LinkedIn and grab a coffee together.
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