Role
Creative direction throughout Narrative /Concept, Design Development, and Implementation
Graphic design of physical elements
Video storyboards
Graphic elevations
UI design intent
Challenge
Best Buy faced the challenge of establishing a new office space in Boston as the headquarters for Best Buy Health—one that needed to effectively communicate its vision and mission, particularly in the realm of in-home healthcare.
Solution
A collaborative approach was taken to engage stakeholders and brand ambassadors in defining key audiences, refining messaging, and identifying core themes. This process led to the development of a central narrative that shaped every interaction within the Executive Briefing Center (EBC): "Enabling Great Care in Communities Everywhere."
With this guiding storyline, a multidisciplinary creative team designed an immersive EBC experience that brings the BBH mission to life. The space features dynamic video presentations, immersive audio experiences, interactive touchscreens, and engaging gamification elements—ensuring visitors not only understand but also connect with the vision of in-home healthcare innovation..
Insurance providers seek partners who can support managed care with a strong emphasis on member engagement. They prioritize acquisition and retention, focus on improving star ratings, and are increasingly interested in owning more of the value chain.
Healthcare providers need partners, not competitors. They face challenges such as data quality and security, staff burnout, and the pressure to innovate. They seek vendors who can multisolve—addressing multiple issues with a single approach or investment—while providing solutions that ease financial pressures and demonstrate an understanding of the broader economic landscape.
Patients and caregivers want choice and control, knowing that institutional care or hospital stays aren't the only options. They need assurance that the care-at-home experience can be seamless. While some assume it will feel distant or impersonal, the Best Buy Health experience is both high-touch and high-tech, providing more human interaction, not less.
Pharmaceutical companies seek access to more people and better data. They need patient-centered partners who simplify trial participation and retention while meeting strict data standards. They are also interested in gaining access to data that is typically beyond their reach.
After our Strategy Team completed the discovery process and aligned with the client on experience themes, aesthetics, tone, engagement opportunities, and initial graphic and content explorations, we created a series of renders to visualize the space in its intended form. From there, we refined the concept work with our architecture team and fabricators to ensure accurate space planning for seamless on-site execution.
This activation area demonstrate a profound understanding of the multiple perspectives and concerns that go into at-home care.
Best Buy Health solutions are featured across the continuum, in a case-study, challenge-oriented way while highlighting seamless, high-quality healthcare experience in the online, retail, and mobile device market.
Here, Geek Squad content showcases of the support system for technology being deployed in the home as well as person-to-person education, training, and repair support.
Guests earn their Geek Squad badges as they navigate through a day in the life of a Geek! Totems are used on an interactive touch-table.
Guests participate in a gamified story that illustrates the many challenges present in diverse home settings.
A flex space within the Customer Experience Center was designed to house physical products for guests to interact with.
In addition to the physical design of the environment, our team also supported digital content development. We created storyboards for the Best Buy Health Anthem, a key feature within the space. These storyboards streamlined content and asset allocation while also securing stakeholder buy-in on the storyline and messaging before production.
Storyboards with script for the BBH Anthem Video.
Below is an exploration of another piece of digital content, focusing on the design intent and programming of an interactive touch table application.
Process Work
*This work was created while employed at Hyperquake/Potion.