Products — DR. AIDEN HIRSHFIELD

Products that improve the experience for everyone

Some systems and processes are still stuck in the dark ages, waiting for the right executive to come along and approve a multi-million dollar budget to completely modernize a retail experience. That’s just what happened at Best Buy when our team was brought in to design Geek Squad’s work order application which was in use in more than 1,000 Best Buy stores across the continent. Our mission was to overhaul the UX / IA / UI in order to help their employees (Agents) do their job more efficiently, make the experience more enjoyable, and ultimately serve their customers better.

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Uncovering assumptions and misalignment

One of the most important roles of a researcher is to help the team collaborate effectively and build empathy for their users. This starts with stakeholder interviews, where we seek to understand the teams’ diverse perspectives on definitions of the problem and success.

growing research maturity

I quickly found that Research was just starting to be included in the team, and few people understand the role or could integrate insights effectively. My goal was to move the team to a research-mature environment, where research is out in front w/ strategic planning, there is cohesive collaboration and visibility, and UX teams are working in tandem.

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delivering

To ground ourselves in UX, we sought to uncover and socialize the lived experiences of everyday Geek Squad Agents using this tool. We did so in a cyclical process, going through phases of Discovery, Ideation, Validation, and Iteration with stakeholders, subject matter experts, and most importantly, actual users. Our research set the stage for an even larger overhaul of the entire Mobile Phone Repair process, impacting more than 20,000 employees across the company. This human-centered report also served as a template for other Research teams and helped all of us level up our UX and design-thinking maturity. My favorite part of this project was enjoying the seamless experience we created the last time I had my phone repaired at Geek Squad and getting the feedback from my Agent that this significantly improved their work.