Overview
My team created an initial services experience that introduces customers to in-home services at Best Buy. These services are available for major appliances and televisions on the Best Buy website. They can be seen across various touchpoints: on the product details page, in cart, on the interstitial add-ons page (primary touchpoint to add services and required parts). Certain services are fulfilled by Best Buy, while others are fulfilled by third-party partners.
My Role
I crafted copy that informs customers about each of the initial in-home services. I wrote descriptions of the services, benefits text to explain the details of each service and CTA/checkbox labels when the customer adds services to their cart.
I worked with a UX Designer, a UI Designer and stakeholders within the company. Once the copy was approved, English copy was translated to French and uploaded to the content management system.
Challenges
Communicating the amount of required information
There's a lot of service benefits and fulfillment details that the customer needs to know before they purchase a service. I worked with my design team and stakeholders to regularly improve the content experience, based on customer feedback and user testing.
Balancing customer expectations with realistic fulfillment
Best Buy can't always fulfill a service on the day a new appliance is delivered, so the nuances and specific details of each service must be clearly communicated across purchase touchpoints.
Writing for services fulfilled by third-party partners
I collaborated with internal stakeholders and external partners to outline the various steps and promotions involved with scheduling, delivery and the installation of services.
Future Iteration
My team and I set the foundation for the services experience, which proved to be tremendously successful for the company. Additional services now build on the initial service offerings, like bundled services and Quebec-only services. There is opportunity to revisit the copy, make it more concise and integrate it more seamlessly across touchpoints.
Service Description, seen on the Product Details Page
Service Descriptions for In-Home Services, seen on the add-ons page
