Best Buy | Sales Event Redesign
Best Buy’s seasonal events were built on outdated layouts that made it hard for customers to discover deals and for internal teams to merchandise effectively. We redesigned the Sales Event experience to improve clarity, hierarchy, and personalization so shoppers could find relevant offers faster and convert more often. The updated system improved engagement on key modules.
Senior UX Designer
Product Managers
Researchers
Digital Content Team
Engineers
2024 - 2025
Challenge
Seasonal events relied on static layouts, duplicated modules, and a fragmented user journey. Stories did not scale well across viewports, offers were hard to compare, and merchandising teams struggled to highlight priority deals. Customers were spending too much time scrolling without a sense of structure or purpose.
Results
The redesigned event introduced a clearer visual hierarchy, modular storytelling, and more adaptive layouts. Customers located relevant deals faster, merchandising gained more flexibility, and the experience performed better across both mobile and desktop.
Key outcomes:
• 14 bps increase in conversion (worth $4M to $7M annually)
• 31 bps lift in mobile view engagement (about $10M in influenced revenue)
• Higher interaction with priority modules such as SKUs and featured stories
+14 bps
Conversion lift
+31 bps
Mobile engagement
+10 - 15%
Module interaction
Before
Disjointed modules, outdated UI, unclear hierarchy, heavy scroll fatigue.
After
Stronger storytelling, cleaner components, simplified event structure, clearer price/value cues, better merchandising flexibility.
Process
Research & Alignment: Reviewed analytics, explored historical event performance, and worked with PMs, merchandising, DCT, and BRIX to understand pain points. Identified where users dropped off, what modules under-performed, and what content teams needed to highlight.
Experience Mapping: Mapped the full event flow across desktop, mobile web, and the app. Identified inconsistencies, duplicate modules, and areas where hierarchy broke down. Created a unified structure that works across all screens.
Design & Prototyping: Redesigned the hero area, SKU modules, story banners, timers, and offer cards. Built a responsive modular system that allowed events to scale without messy one-offs. Created clickable prototypes to validate layout and readability.
Cross-team Collaboration: Worked closely with the Digital Content Team, Standards, and Engineering to ensure feasibility. Ran weekly design reviews with Product Managers and UX Managers. Adjusted components based on constraints and opportunities.
Implementation for Techtober and Black Friday: Supported engineering through launch. Shipped adaptable modules, refined states for small view, optimized story layouts, and ensured content scaled across the event lifecycle.
Conclusion
The new Sales Event experience became more intuitive, visually structured, and easier for shoppers to navigate. Deal stories were clearer, merchandising gained more control, and the event framework now scales across key retail moments like Techtober, Early Holiday Deals, and Black Friday. The redesign helped deliver measurable revenue lifts and created a more flexible foundation for future event work.
