Project Breakdown

Problem
GameStop’s Trade-In program allows customers to bring in their used phones, video games, consoles, and many other accessories, in exchange for either cash or store credit. Customer surveys indicated significant frustration with the current trade-in experience because:

• Users couldn’t easily locate their trade-in items
• Felt the trade-in values were lower than competitors’
• Lacked motivation and urgency to trade due to the perceived low value

Solution
By analyzing existing data and user testing, we mapped the customer journey and identified key touchpoints between online and in-store trade-in experiences. To address these insights, we replaced the current process with a scalable, step by step wizard tool across all product categories including:

• iPhones/smartphones
• Tablets
• Consoles
• Wearables
• Video Games

To create a more positive experience around trade-in values and increase email sign-ups, we made these key upgrades:

• Prioritized cash trade-in estimate over store credit estimate, despite lower value for cash
• Condensed the trade-in process overview into one clear sentence versus a list of bullet points
• Refined copy to reflect the purpose of entering a customer email

Results
Within the first week of launch, the upgraded Trade-in experience drove a large increase in trade-ins. Users interacted with the new widget, with half of those interactions resulting in email sign-ups. The increases also highlighted critical areas for improvement within our logistics and refurbishment centers.

Visuals
Please see below for project visuals.