Sony – Lens Totem Touchscreen at Best Buy
Sony approached us with a challenge: enhance their in-store display at Best Buy, the Sony Lens Totem, to better engage customers and drive sales of their camera gear.
I led the design of a new interactive touchscreen experience to help novice photographers choose camera gear and accessories tailored to their needs.
By June 2024, the redesigned display achieved a 10% lift in camera gear sales at the participating Best Buy locations and garnered industry recognition, earning the 2024 ICX Elevate Award for interactive customer experience.
My Role
Lead UX Designer
Completed
Q4 2023
My Contributions
Research
Information Architecture
UX Design
UI Design
Prototyping
Video Editing
Content Management
HIGHLIGHTS
CONTEXT
Sony enlisted OnQ to create a more engaging in-store experience for their Best Buy customers.
The Sony Lens Totem Display at Best Buy featured a 3-sided demo table and a lens cabinet filled with shelves of lenses. While the display was functional, it lacked educational or engaging elements for customers to learn more about the products.
THE PROBLEM
34% of buyers are photography novices. Yet the display fails to help them find the right gear.
Despite this significant customer segment, the display didn’t provide much guidance or inspiration to support this audience — leaving them frustrated in the sea of products and hindering the purchase process.
Products with little context
No clear categorization of products. With the numerous demo products, shoppers aren’t sure where to start on the display.
Unrelated, unclear, and uninspiring graphics
Referred to products unrelated to those displayed, so customers were unsure if the benefits applied to what was in front of them. The content covered broad product line benefits, rather than specifics.
THE DISCOVERY
Identifying the key features of the experience through survey results.
See below for our survey results. These insights highlighted the need for an interactive touchscreen to provide informative and inspirational content to simplify the decision-making process. We integrated a 27" interactive touchscreen into the lens cabinet side of the Sony Lens Totem, reducing its shelving space by half to make room for the new interactive feature.
THE SOLUTION
An interactive touchscreen that inspires and informs.
Screensaver of stunning shots
When idle, the screen displays breathtaking photos paired with the Sony gear used to capture them to entice passing customers.
Discover the gear behind the scenes
Customers could browse hundreds of photos, each linked to the exact camera and lens combination to help them recreate similar results.
The most helpful features in one place
Customers can find product features, specs, and comparison charts on the product details page before they hit ‘Buy Now’.
THE IMPACT
Driving sales and setting the bar for retail experiences.
10% sales lift at stores with the interactive touchscreen.
The Sony team has been pleased with the results, and continue to work with us to add more features to the experience.
Earned the 2024 ICX Elevate Award for customer experience innovation.
Judges described the experience as "customer-centric, informative and engaging," and "good use of digital display for easy access to a lot of information."
