Led the experiential design strategy for a customer education program created to simplify the TV purchase journey during the introduction of Smart TV and 3D TV technology.

As these new technologies entered the market, retail teams reported that TV transaction times were increasing by as much as 20 minutes, with some customers leaving the store without making a purchase. Through in-store surveys and purchase-intender studies, we identified a core issue: customers were confused by the growing number of technology choices, inconsistent manufacturer language, and branded feature names that made product comparison more difficult.

Using these consumer insights, we restructured the TV purchase path to create a clearer decision-making framework around TV type, TV performance, Smart TV capabilities, and 3D TV options. We developed simple, consumer-friendly definitions for the three available versions of Smart TV and the two versions of 3D TV, then validated and refined those definitions through online and in-person consumer panels.

The final program included in-store educational signage, online education pages, and small corner clings that clearly identified the most important product attributes at the point of decision. These tools helped customers quickly recognize the TVs that matched the features they cared about most, while also giving associates a more consistent and effective way to guide the sale.

Best Buy became the owner of the simplified language and education strategy, aligning manufacturers around the terminology and encouraging adoption within their TV demonstration reels. The program improved customer understanding, accelerated product comparison, and supported associate-led selling across the category.

The initiative contributed to a 1.5% increase on a $9 billion TV business, demonstrating the business impact of clearer communication, stronger customer education, and a more intuitive retail purchase path.