The Home Depot

The ultimate power tool

Role

Role & Timeline

Creative Director
/ Experience Direction
/ Art Direction

Platform

Platform

iOS

Year

Year

2016

Timeline

Year

8 Weeks

Project Goal

In 2016, the Home Depot mobile app wasn't delivering to customer expectations. The application was largely advertisement-driven and there was a huge opportunity to reinvent their digital approach.

With customers ranging from professional contractors to DIYers, I wanted to create a best-in-class retail experience that optimizes the shopping journey and the time from purchase to pickup for every user.

Reimagine the State Farm flagship mobile application from the ground up. Create an experience that merges insurance and banking product lines into a single experience.

Understanding Intent

Through consumer and pro research, common motivators began to surface. This led us to better synthesize the out-of-store and in-store needs of customers.

Consumer

Out of Store
Mission
• Search (In Store and/or Online)
• Build a List
• Check Order Status (BOPIS/Online)
• Locate a Store
• Tool Rentals

Out of Store
Discovery
• View Product Suggestions
• View Featured Projects and Get Inspired
• Improve My General Skill Set – Workshops
• Project Education
• Browse General Category Catalogues

In Store
Mission
• Locate Products or Services
• Ask an Associate for Recommendations
• Pickup an Online Order

Pro

Out of Store
Mission
• Search (In Store and/or Online)
• Build a List
• Reorder Products
• Check Order Status (BOPIS/Online)
• E-Receipts
• Locate a Store (Frequents Multiple Stores)
• Check Availability of Items
• Analytics

In Store
Mission
• Locate Products
• Pickup an Online Order
• Weekly Ad, Store Info
• Connect with Store Manager
Browse is achieved through walking and in-person product discovery

— Omni-channel design vision

Mapping the journey from purchase to pickup

Mapping the above customer tasks and data to a basic journey map allowed us to understand the overall customer journey. Typically a shopping experience begins on desktop web, planning a project and adding items to a wishlist. Once items are on customer's wishlist, customer's can be directed to those locations in-store.

"Unified commerce is all about making the shopping experience easier & consistent across desktop, mobile, and in-store."

"It’s all about making the shopping experience easier & consistent across desktop, mobile, and in-store."

Prat Vemana
Chief Product Officer
The Home Depot

The result was a brand new digital platform that gives people total transparency into their insurance assets. The redesign increases user control and simplifies the mobile experience so people can be proactive and prepared well before any accident ever occurs.

A brand new digital platform that gives people total transparency into their insurance assets. The redesign increases user control and simplifies the mobile experience so people can be proactive and prepared well before any accident ever occurs.

The result was a brand new digital platform that gives people total transparency into their insurance assets. The redesign increases user control and simplifies the mobile experience so people can be proactive and prepared well before any accident ever occurs.

In-Store Experience

If you've ever stepped inside a Home Depot warehouse, you know it can be a challenge to find exactly what you're looking for. I worked with the team to create an in-store mode that surfaces up items from a member's shopping list, and provides in-store wayfinding.

Designed for Scale

Using a card-based design system, we created a vast library of components that delivered a consistent experience on mobile, and on the web.

The new design experience is centered around customer satisfaction, self-service, and an increase in cross-sell opportunities with the State Farm app. The app is used as an effort to engage customers as well as enrich and simplify their lives. Our goal was to make the product approachable as possible to allow customers to feel as confident through every transaction as they would if they had their Agent taking care of them.

Outcome

Mobile sales doubled in the first year, propelling The Home Depot's mobile experience to be best-in-class in Forrester's Retail Wave in 2017 and 2018.

The current in production experience continues to build-upon this structural foundation.

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