As the retail media landscape evolved, the Best Buy AdTech platform also advanced. I serve as the lead UX designer for Best Buy Ads, a self-service advertising reporting platform. I am directly responsible for redesigning and modernizing the customer experience to outperform the leading ad tech platforms. All customer journeys are centered on intuitive, user-friendly workflows that efficiently help users complete their tasks.
As a UX lead designer, I was directly responsible for delivering over 20 system features developed during 3-6 month Agile sprints. Key UX systems include SSO, customer onboarding, account management, user management, campaign creation, campaign management, scheduled reporting, notification systems, KB system, finance, billing, payment, and summary dashboards. The platform initially started as an internal-facing solution and was later scaled for public use, serving hundreds of daily users.
Results – As a subject matter expert (SME) with extensive experience in the competitive retail landscape through previous retail platform projects, I successfully developed a modern, intuitive AdTech platform that is scalable for future initiatives.
Promotions – The goal is to create a promotional marketplace that enables customers to select and combine various promotional strategies. After onboarding all their products, customers can click the easy button (powered by AI) to set up campaigns automatically. They can also manually create campaigns through the easy-to-use interface.
Add Products – Customers can search using various methods and choose the products they want for their sponsored campaigns. The product search drawer is designed as a reusable shared component for future campaign types.
Add Keywords – The most advanced features for sponsored products include the ability to add exact match, AI system keywords, or negative keywords. These directly influence how the search algorithm displays products on BestBuy.com. Mastering keyword search term conquesting requires adjusting terms to align with customers’ campaign objectives.
Preview Campaign – The final step for customers to review their campaign, with the option to publish it. According to customer research feedback, they valued the ability to save a draft, which allows them to make necessary refinements before publishing.
Campaign Management – Customers can easily view a summary of the overall campaign metrics. They can drill down into individual campaigns to gain deeper insights and make adjustments to their campaigns.
Campaign Summary – The overall metric view of all Ad Groups associated with a campaign. Customers can easily add new Ad Groups to improve campaign performance. Customers can also increase budgets and pause campaigns.
Ad Group – The centerpiece of campaign management, allowing users to adjust and optimize line items for maximum ROAS. Customers can add products, keywords, and increase bids with just two to three clicks without losing context.
Onboarding – Modernized the customer registration pages, including emails, 2FA, Login, Create Password, and Forgot Password.
Figma Prototype – Designed a complete system architecture in less than three months while prototyping a complete end-to-end experience. When a product software team needs to move quickly, I have found that creating a master prototype is the best way to align cross-functional teams. The prototype enables the development team to ramp up quickly and gain a clear understanding of the big picture.
UX Research – I conduct competitive analysis to gain deeper insights into how other AdTech platforms handle campaign creation and management, aiming to become a domain expert. The ability to analyze the landscape helps me simplify the overly complex into practical customer workflows.
