2000-2012 Best Buy
In early 2002 I was involved with the complete redesign of BestBuy.com. I was on a five person design team to explore how Best Buy should look in the online space. We learned through creative concepts in focus groups that our weekly sunday insert was our brand to our customer. My design focused on insert design elements. It won out over-and-over again with each group we tested.
At the time our insert was based on six background solid colors, a big yellow tag never left of center, curve lines to break space, and price tags. These element resonated hard with our focus groups.