Modernizing Best Buy’s Mobile Experience
Best Buy's Canadian newsletters were reaching millions of subscribers, but the format had been built for desktop at a time when most people were opening email on their phones. I identified the opportunity and led the redesign to better align the format with how subscribers were actually engaging with it.
The Problem
The existing newsletters were dense and difficult to skim — long blocks of copy, small imagery, and layouts that didn't translate well to smaller screens. Over 60% of opens were coming from mobile, and readers were spending an average of 8 seconds before clicking through or moving on. Engagement and click-through rates had been declining as a result.
Process
I started by aligning with merchandisers, marketers, and creative directors to understand what the newsletters needed to accomplish — balancing promotional goals with a clearer, more engaging experience for readers.
The redesign focused on hierarchy, whitespace, and visual clarity. Layouts shifted toward large imagery, reduced copy, and bold CTAs suited for mobile. I also introduced motion graphics to add some variety and encourage interaction. Rather than maintaining separate desktop and mobile builds, I designed a single adaptive layout that worked across both — which helped reduce production overhead on future campaigns.
Validation & Outcome
We partnered with a third-party agency to run A/B tests, splitting Canadian subscribers equally between the legacy format and the redesign across multiple rounds. The new layout delivered a consistent 20% engagement lift.
The single adaptive layout also reduced production and development overhead and gave the team a more scalable framework for future campaigns.
Reflection
Working within tight attention windows made it clear how much visual hierarchy influences engagement. Reducing copy and leading with stronger imagery wasn't just an aesthetic preference — the A/B results showed it had a real effect on whether people stayed or moved on.