As Customer Experience Director for Best Buy’s $10 billion Home Theater department, I led the in-store experience strategy for one of the company’s most complex and commercially important categories.
Approximately 80% of my role focused on developing customer experience strategy across the department, with an emphasis on improving engagement, simplifying the purchase journey, and increasing conversion. In my first year, I applied Design Thinking methodologies to identify customer pain points, uncover friction in the shopping experience, and translate those insights into actionable experience design opportunities.
This work culminated in a $35 million department-wide transformation initiative that reimagined how customers explored, compared, and purchased home theater products in-store. The program addressed key moments across the journey, from education and navigation to product demonstration, associate support, and decision-making.
The transformation delivered measurable business impact, improving customer engagement and contributing to a $135 million increase in purchase conversion. The initiative demonstrated the value of experience-led strategy at enterprise scale, connecting human-centered design, retail execution, and commercial performance across a multibillion-dollar business.
