BestBuy: Quick Pickup Store Selector Redesign
Quick summary: Redesigned BestBuy’s mobile pickup store selector experience to reduce abandonment, improve task completion, and drive an estimated $10–12M in ARR
Overview & Role
This project focused on the Quick Pickup (QPU) checkout flow, which appears after a customer selects store pickup from either the Product Details Page (PDP) or Cart. Our team was tasked with improving the experience of the QPU store selector step on mobile.
I was the UX designer on the initiative and collaborated closely with our UX writer, UI designer, and PM. I was responsible for end-to-end UX, from competitor research and ideation, user testing, interaction design, and presentation to leadership.
Business & User Problem
As the business wanted to increase net profitability, one of the strategies was to find a way to shift more customers from DTH (Direct to Home) fulfilment to QPU.
QPU fulfilment was significantly cheaper to fulfil than DTH — nearly 5x cheaper. However, customers abandoned the QPU flow more frequently. Specifically, Mobile QPU abandonment was 20% higher than desktop.
Hypotheses
We had several hypotheses about what was contributing to higher abandonment rates in the mobile QPU checkout flow:
- Showing 12 store cards by default created unnecessary scroll depth
- Each card displayed too much information, making it difficult for users to discover the “Continue” button and proceed to the next step
- Based on prior research, users who selected “Pick up at store” from the PDP did not expect to be taken directly into the QPU checkout flow, causing disorientation
These factors likely led to a frustrating and unclear experience, ultimately causing users to abandon the QPU checkout path.
Strategy & Goals
To address the high abandonment rate on mobile, we took a structured approach:
- Audit competitor experiences to understand how other ecommerce retailers designed their store pickup flows and components
- Develop a revised QPU store selector concept aimed at reducing scroll depth and surfacing key actions
- Test the existing vs. proposed experience through usability research to validate improvements
- Use findings to inform final design decisions and align with business goals of increasing QPU conversion and reducing drop-off
Research & Discovery
We conducted an unmoderated usability test using UserZoom with 10 participants to compare the current vs. proposed store selector experience.
- Participants were split evenly to avoid order bias (half started with the current, half with the proposed)
- After completing each flow, users answered structured follow-up questions about clarity, ease of use, and friction points
From the research, four key insights emerged:
1. Scroll depth overwhelmed users
Many participants found the current design overwhelming due to the sheer scroll depth caused by showing too many fully expanded store cards at once. This made it unclear whether they were meant to keep scrolling and created a perception that the process was long and frustrating.
2. Continue button placement was a major friction point
The call-to-action button was often buried at the bottom of the page, making it hard for users to know how or when to proceed to the next step. This placement contributed significantly to abandonment.
3. Card design & content felt visually cluttered
Users preferred the simplified, compact version of the store card. The full expansion of every card added to cognitive load and made comparison more difficult.
4. Irrelevant information reduced clarity
Users were confused and frustrated by seeing stores that were far away or out of stock. They wanted to focus only on options that were actually available to them.
Design Process & Iteration
To address these issues, the main changes to the store selection experience were:
- Showing 3 store cards instead of 12
- Defaulting to the selected store card expanded; others remaining compact
- Out of stock stores being relegated to the bottom of the list
- Introducing a progressive “show more” button to load 3 more stores at a time
- Streamlining info display: only flagged low stock or out of stock (no need to state “in stock”)
Results & Impact
The redesign led to measurable improvements in both UX and business outcomes:
- 📈 Conversion rate improvement: +146 bps
- 📉 Store selector drop-off reduction: –490 bps
- 🛒 Checkout abandonment reduction: –141 bps
- 💰 Estimated annualized revenue lift: $10–12M
Reflection & Collaboration
- Our user research verbatims played a crucial role in aligning stakeholders and earning leadership buy-in for our final design
- Presenting a clear narrative rooted in user pain helped shift conversations from visual polish to real experience improvements
What I’d Do Next
I’d love to explore how this improvement could be extended to earlier entry points — particularly the PDP-to-QPU path, which has historically confused customers. Reducing unexpected flow changes could further reduce abandonment and improve trust in the overall experience.
