GEEK SQUAD - MEMBERSHIP UPSELL
As customers get their device repaired, upsell them to a Best Buy Total Membership.
Overall Project Goals
Scenario
A customer needs their device repaired. They go to the Geek Squad counter at their local Best Buy store. The Agent and customer fill out the Work Order for the repair. At this time the agent should try to upsell customer to a Best Buy “Total” Membership.
Problem & Goals
The release had design and engineering issues. The minimum screen resolution was smaller than planned, causing the upsell component to be below the fold in some cases. Note: these were designed before I joined the team. Additionally, the membership name changed, requiring updates to branding, legal requirements, and billing options.
Solution
Drawing on my experience with Microsoft's Experimentation Team to boost Office subscriptions, I improved the Best Buy membership upsell. I made it a mandatory step, clarified the message with the Membership and Legal Teams, and provided essential calculations for agents and customers. We also future-proofed the project by expanding its scope to include upcoming requirements.
Responsibilities
As the new Design Lead for this project, I collaborated with stakeholders from various teams and presented ideas and prototypes throughout the process. Furthermore, I was responsible for developing all wireframes, prototypes, and final deliverables.
3 Key Problems & Goals
1. Increase Membership Conversion
Keep Upsell Component above the fold (seen by agent)
Communicate clear savings and member benefits
New monthly or yearly billing options
Legal copy and disclaimers
New membership name, branding assets, and patterns to follow
2. New Membership Requirements
In the future, requirements will necessitate listing the cost of labor and parts separately. This change will result in the upsell module being positioned below the fold.
3. Future Proof
Current Design Issues
Upsell Component might not be seen
Basically, it is only a small banner ad at the bottom of the right rail to remind the agent to upsell the customer.
A lot of repeated info is on the right rail. (Makes the invoice and upsell module appear below the fold at times.) Especially smaller resolution devices.
Every service is listed on its own card (vs. just a divider line) taking up even more vertical space.
Toggle on membership prices
A toggle shows the savings if a customer buys a membership, which can reduce service costs. This lets agents inform customers about potential savings. However, calculating the extra cost for the membership is still necessary. While the toggle is useful, it can be confusing and a strange pattern. Agents need to remember to switch it on and off, and it can be unclear if the membership was purchased.
Strange Interaction Patterns
Upsell Component Stays on Page
The ad remains on the page after the membership is purchased and basically looks unchanged. This may result in confusion, increased cognitive load, and reduced space for other content.
THE SOLUTION
Remove Redundant Information
The right rail module contained redundant information that was already present in the Customer Profile module at the top of the page. Therefore, I opted to remove the repeated content from the right rail module and instead implemented an anchor link to the Customer Profile section. This significantly saved space, allowing me to reposition the Upsell Component to the top of the page while still accommodating the Service Quote even on smaller screens.
An engineer noted that if a user clicks on the anchor link while already at the top of the page, there is no visual indication that any action occurred. To address this, I added a yellow flash (consistent with our brand colors) to highlight the relevant content.
Now a Required Step
Previously, the Upsell Component was an optional ad that agents could choose to engage with or disregard. It has now been made a mandatory step, compelling agents to discuss the advantages of purchasing a membership with customers. The standard error messaging pattern for required information in the right rail was applied.
Choose Billing Options
The membership team has added the option to pay monthly or yearly. The monthly option is more expensive over time. This requires customers to understand the difference in costs. Therefore, I wanted to provide all the key numbers so the customer can clearly see the differences and the total cost, without anyone needing to do the math.
Membership Benefits
Best Buy Total Membership offers more than just discounted repair services. We listed the benefits on the screen for the agent to easily refer to and show the customer during their conversation. (The agent can always turn the monitor they are filling out the Work Order on to show them.)
Disclaimers
Collaborated with the Legal Team to determine the necessary legal disclaimers for display. I successfully persuaded them to streamline the placement of these disclaimers based on user flow and the interaction design I developed.
Now follows standard shopping cart patterns.
When customers decide to purchase the membership, it is added to the Service Quote as a line item. Additionally, the Upsell Component has been removed. I based this on standard Best Buy e-commerce shopping cart pattens. Therefore, there is now the standard “remove” action to remove it from the list.
Membership Purchased
Customer Declined Membership
I wanted to remove the visual noise of the membership component once they declined it, but I also needed a way to add a membership at a later stage. Durning the repair process, additional issues may arise with the device beyond the initial diagnosis. Consequently, it might be more financially beneficial for customers to consider adding the membership at a later time.
Future Proof & All Scenarios
We knew in upcoming iterations that we would need to add individual price breakout for both parts and labor for each service item (taking up even more vertical space). Therefore, I redesigned the entire Cost module to be as clean as possible and take up as least vertical space as possible for all scenarios.
The Design Process
Research / Discovery
Identified current design issues with the current release
Reviewed the current bugs and resolution issues
Researched the current flow for a customer purchasing a membership in Repair Workbench to paying for it on a POS terminal and signing the legal disclaimers digitally
Reviewed and researched Membership Team current designs and patterns
Defined goals with Product and stakeholders
Researched invoices and shopping carts patterns
Design Iterations
Defined issues with Membership team proposed design with my own solutions
Explored different models of where and how the Upsell Component is displayed (center section, side, as a modal…)
Gathered feedback from Product and stakeholders
Pushed solutions through different design iterations
With Product approval opened the project scope to include redesigning the entire module to solve issues for future releases
Reviews with legal team
User Test
Had agents review the component and the way I displayed the math and there was no confusion
Final Solution
Presented to Legal, Product, and Membership teams
incorporated latest language from legal and brand team