Simplified product discovery through guided experiences and filters, helping members explore options and shop with confidence.
Buying Guides at Costco were designed as mini-websites to educate members, highlight unique products, and build trust in high-value categories like Jewelry, Furniture, and Appliances. These categories are critical for Costco’s business yet not always top-of-mind for members. By combining education with curated shopping experiences, the guides not only increased product discovery but also reinforced Costco as a trusted destination beyond everyday essentials.
Not everyone thinks of Costco as a destination for jewelry, appliances, or furniture, yet these high-value categories play a critical role in the business. The challenge was to shift perception by educating members about the quality, value, and unique advantages of buying these products at Costco, while also simplifying the decision-making process in categories that can feel complex or overwhelming. Each guide needed to do more than inspire confidence—it had to reflect the specifics of its category, from Jewelry to Home, aligning with member expectations, merchandising strategies, and broader business goals.
Designing Buying Guides was as much about collaboration as it was about design craft. I partnered closely with content writers and marketing teams to shape narratives that educated members and built trust, while also working with merchandising to understand each category’s unique needs, product specifics, and business priorities. The approach varied depending on the category—what resonated in Jewelry, with its emotional milestones, required a different lens than the practicality of Home. Each guide was designed as an end-to-end journey, blending educational content with purchasing paths that gave members confidence and clarity in their decisions.
The Buying Guides strengthened Costco’s positioning in high-value categories, driving both discovery and loyalty. They not only increased member confidence in complex purchases but also showcased the unique advantages Costco brings to big-ticket items. While the guides themselves focused on Jewelry and Home, I also gained deep exposure to categories such as Appliances, Electronics, Beauty, Clothing, Health, Pets, Sports, and more—each with its own merchandising strategy and customer expectations. This breadth of collaboration gave me a unique perspective on designing across diverse retail experiences, while the guides provided a scalable model that blended education, content, and conversion into stronger member trust and business growth.
