As a Senior UX Designer at Home Depot, I led a large-scale project focused on updating the online Gift Card experience, transitioning it from being reliant on third-party solution to a robust, in-house platform. The goal was to elevate the user experience and drive increased conversions through strategic design enhancements.

Challenges:

• Dependence on a third-party solution limited customization and flexibility

• User experience was fragmented, hindering seamless navigation and conversion

• Lack of advanced filtering options on the product landing page led to user frustration and reduced engagement

Approach:

1. Deep Dive into Problem Statement: Initiated the project with a comprehensive analysis of existing challenges and opportunities, laying the groundwork for effective solutions.

2. Collaborative Product Discovery: Engaged in extensive product discovery activities, including site analytics and competitive analysis, to inform design decisions and ensure alignment with user needs and market trends.

3. Cross-functional Collaboration: Fostered a collaborative environment by working closely with design, product, engineering, content strategy, and research teams, ensuring a holistic approach to problem-solving.

4. Iterative Design Process: Meticulously crafted user flows, wireframes, and lo-fi visual comps, iterating on designs based on feedback and validation from real users through prototyping and user testing platforms.

5. User-centric Approach: Prioritized user needs and preferences throughout the design process, leveraging insights from user testing data to drive design decisions and deliver a superior user experience.

Solutions:

1. Mixed Cart Functionality: Implemented mixed cart functionality to enable users to seamlessly combine Gift Card purchases with other products, enhancing convenience and flexibility.

2. Streamlined Product Landing Page: Revamped the product landing page with advanced filtering options, empowering users to easily find and select the perfect Gift Card, leading to improved user satisfaction and increased conversions.

Outcomes:

• Significantly enhanced user experience and drove increased conversions through strategic design enhancements.

• Successful transition from reliance on third-party solutions to a robust, in-house platform, ensuring greater customization and flexibility.

• Establishment of a collaborative and data-driven design culture, fostering continuous improvement and innovation across teams.

Key Learnings:

• Importance of collaboration and cross-functional teamwork in driving successful design outcomes.

• Value of a user-centric approach in informing design decisions and delivering superior user experiences.

• Impact of iterative design processes and user testing in validating solutions and driving continuous improvement.

Conclusion:

My leadership in spearheading the transformation of the online Gift Card experience at Home Depot reflects my ability to drive impactful design solutions through collaboration, innovation, and a user-centric approach. By leveraging data-driven insights and fostering cross-functional teamwork, I successfully delivered a superior user experience that drove tangible business results.