Best Buy's Brand Ambassador Program

The Best Buy Creator Program connects employees with strong personalities and authentic energy to a platform where they can share content, tell product stories, and represent the brand in a more relatable way. As design lead, I shaped the experience from onboarding to campaign participation. The goal was to create a smooth, trustworthy, and inspiring digital journey for ambassadors while giving Best Buy an easy way to manage applications, content, and internal communication. The challenge was balancing an enterprise process with the warmth and personality of a creator community. Employees needed clarity. The brand needed structure. My work helped merge both into one unified experience. — Customer Problem Employees wanted to participate in the program but the application flow was confusing, slow, and not visually engaging. Many dropped off early because the value of the program was not clear and the steps to apply felt disjointed. — Business Problem Best Buy needed a more polished system to attract the right ambassadors and reduce friction on the internal review side. The old experience lacked clarity, consistency, and storytelling. It also required too many manual touchpoints from the team managing applications. — Goal Create a smooth, inspiring experience that helps employees understand the program, apply with confidence, and begin their ambassador journey with clear next steps. — Understand I collaborated with the program team to identify gaps. We mapped the full journey from first impression to application submission and reviewed brand guidelines to create something visually strong but still welcoming. Key learnings: • Applicants needed clarity on what the role actually involved • The previous visuals did not match the energy of the program • The internal team needed better structure for managing submissions — Create & Refine I designed a new onboarding flow centered around clarity and excitement. Highlights: • A warm landing page that tells the program story • A simple application structure with fewer steps • Clear expectations to reduce confusion • Strong imagery and layout that matches Best Buy’s identity • A more organized system for reviewing candidates We built an interface that supported both sides. Applicants got an encouraging experience. The internal team gained a more structured process. — Impact The redesigned experience increased the number of completed applications and improved the quality of submissions. Ambassadors understood expectations sooner and the internal team spent less time troubleshooting. Overall, the new platform positioned the Creator Program as a confident, modern initiative within Best Buy.