Interconnected Journey

PROTOTYPING

95%

UX/UI

85%

ARCHITECTURE

80%

VISUAL DESIGN

65%

Each year during The Home Depots produces 11 seasonal specific events for their large customer base. Specifically during the winter seasons where The Home Depot looks to introduce shoppers with top tool holiday offers. Within this case study we explore how our very talented UX team delivered on that promise to that specific gift giving customer base, most importantly how we introduced simplistic product design and UX services to an internal partner and customer that did not understand all the complex data and user experiences encountered during this unique experience.

The team took a complex backend solution to than develop a seamless interconnected journey that allowed customers within three clicks to get up to two free power tools with the purchase of a qualifying power tool combo kit whether on desktop, mobile web, or App.

The clean and simple experience meant customers could easily shop between brands and choose any delivery option from ship to home or pick-up in store.

Challenges and Opportunities

Interconnected Event

Consistent Experience

Clear Communication

Strong Value

The premise of the promo is simple – buy a select cordless power tool combo kit by either brand: Dewalt, Milwaukee, Ridgid, Makita, or Ryobi, and get your choice of free bonus tools.

This is a 2-tiered event. Buy the smaller or less expensive promo combo kit, and you can choose (1) one free bonus tool or accessory. Buy the larger or more expensive promo kit, and you can choose from (2) two free bonus tools or accessories.

Tool Tier Flowchart

1
Mobile hero would be built differently, with just one extra click due to functionality within the hero space
2
The “Pick the add on Tool” step, would be a specifically built in custom Product Landing Page (PLP) for each of the four brands

So here is where my team had to stretch their ability to fully understand the customer experience. We understood based on data, that only a small percentage of verified shoppers were actually purchasing or following through on this deal via in-store. The majority year over year was a steady growth of 45% more buy in online and via the mobile app, so we had to double down on simplifying this relatively simple offer and make it seamless in flow and usability, all while triggering the right interaction buy our intended customers.

So while our team built out the user flow for each of the sale brand journeys we had to understand that the journey was not only targeted from one device or entry point but would and could carry through various customer behaviors that we would need to identify in order to make the experience unique but also just simple to use.

Pro's & Con's

Based on these desired outcomes we also had the data based on our Research and implementation from previous year sales and verified personas interviewed that not only inventory or promotional brands or sale price was a deciding factor in the journey, most importantly was the specific verification within the selected promotional item and the added “Free gift”, that really mattered to 87% of our customers during this event/experience.

Content Wireframes Ideation

Before our team started to dive into the design, we went through a thorough competitive analysis with competing enterprise models like Amazon – Lowe’s – Menards – Wayfair to further understand some of these funnels from a larger audience base- how a user would approach feature and journed experiences similar to ours.

Pros:  Organized, navigational dependency – was most liked within all journeys or or engaged experiences Reviews. The use of Filtering, Ratings, Reviews, and easy Search with Keywords or tab where all nice to haves.

Pain Points: Adding a “Search” feature may take too long to build/load, Only 1 filter or ability to compare brands side by side made things hard to explore and compare similar to what a person in-store would actually do.

Slide

Testing the content

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Creating
& Thinking
Guided by our Customers Voice

So understanding the Pros and Cons, our team doubled down on multiple wireframes and tested these theories via live A & B tests with over 40,000 site visitors and we also used Usertesting.com on a compressed matter to fully dive into these controlled factors to specifically monitor the control of comparing offers and also providing easy navigation to navigate per each promotion, similar to what our research identified in a real life in-store experience with each of our specific persona base.

Yes we spent a lot of time in the store, it really came down to were we really capturing the true touch and feel experience and was our customer leaving that moment satisfied.

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Testing the content

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Proposed Creative Executions

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Details
make the experience

Details
make the experience

It's all about making the shopping experience easier & consistent across desktop, mobile, & in-store. Clear communication on point of purchase & tool combo configuration Clear communication on point of purchase & tool combo configuration

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Testing the content

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Brand fluid colored navigation

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Testing the content

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Clear communication on point of purchase & tool combo configuration Clear communication on point of purchase & tool combo configuration Clear communication on point of purchase & tool combo configuration

The focus here for my team of product designers, researchers, and content strategist, was simple and straight forward. We had to deliverer clear communication and a simple and easy execution in order for this high impact experience to match and over perform an in-store experience.

Both aligning on how to improve processes with cross functional work streams and identify areas where our team could provide insight of better design driven experiences throughout the company. This all providing an inclusive process with company-wide partners to deliver on an interconnected customer experience.

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Testing the content

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Strong targeted customer insight & value

Slide Team & Organizational Gaines What did we learn? I have a proven success record of guiding product strategies and experiences from ideation through launch. I do this via ideation, technology, storytelling and simply curiosity. I love to get my hands dirty developing both on digital platforms and physical experiences. I love what I do and have a passion for building strong team cultures and truly relevant + unique innovative products that basically blow your mind away. "_ Challenge Create a seamless interconnected solution housed on a complex backend and unique data bridge that allows customers to quickly and simply navigate a power tool promotional sale, whether on desktop, mobile web, or app. Personas covered: • Internal - Power Tool Product Category, Dotcom CMS, Mobile App

• External - Pro, Holiday Shoppers, DIY
Simple Link trending_flat
"_ Outcomes +12 to 3 A decrease of navigational steps to reach cart & checkout Simple Link trending_flat • Increased partnership with development partners • Renewed growth in data driven research and product studies • Continued effort of journey mapping research

Postmodern Stats

Combined increases based on Mobile and Desktop metrics

Revenue Growth

Conversion Growth

Thank You!