The Home Depot Pro team identified challenges with customer comprehension and accessibility of the rewards program, particularly regarding accessing the reward pass at checkout. To address these issues, a collaborative effort was initiated to explore solutions and improve the overall user experience.

Challenges:

• Customers facing difficulties understanding and accessing the rewards program and its reward’s pass.

• Need to enhance accessibility and usability of the rewards program to improve customer satisfaction and engagement.

Approach:

1. Design Sprint Kickoff: The project commenced with a design sprint involving designers, content strategists, and product managers, aiming to explore diverse solutions to address the identified challenges.

2. Wireframing and Ideation: Through wireframing and brainstorming sessions, the team generated various concepts and approaches to address the customer pain points and improve the rewards program accessibility.

3. Collaborative Decision-Making: As a team, discussions were held to evaluate the different options and align on a customer-centric approach focused on improving accessibility and usability.

4. User Testing: Prototypes were subjected to user testing to gather feedback and insights, enabling iterative refinement and validation of the proposed solutions.

Solutions:

• Customer Hub Centric Approach: After analysis and user testing, the team identified a more customer-centric approach as the optimal solution. This involved moving the rewards pass to the top of the main navigation and consolidating various perks and offers under a unified navigation structure.

• Improved Accessibility: By elevating the visibility of the rewards pass and streamlining access to program benefits, customers experienced reduced friction in understanding and utilizing the rewards program, resulting in a more seamless checkout process.

Outcomes:

• Enhanced User Experience: The implementation of the customer hub centric approach led to improved accessibility and usability of the rewards program, addressing customer pain points and enhancing overall satisfaction.

• Increased Engagement: Simplified access to rewards and program perks resulted in increased customer engagement and utilization of the rewards program, driving greater value for both customers and the Home Depot Pro team.

• Alignment with Customer Needs: The iterative process of a design sprint, user testing, and collaborative decision-making ensured alignment with customer needs and preferences, resulting in a solution tailored to address specific pain points.

Key Learnings:

• Importance of Collaboration: Collaborative efforts involving cross-functional teams facilitated the exploration of diverse solutions and informed decision-making aligned with customer needs.

• Value of Iterative Design: Iterative testing and refinement enabled the team to validate solutions and ensure alignment with customer preferences, driving continuous improvement.

• Focus on Customer-Centric Design: Prioritizing customer needs and experiences resulted in a solution that effectively addressed pain points and enhanced overall satisfaction.

Conclusion:

The successful enhancement of The Home Depot Pro rewards program accessibility highlights the effectiveness of a collaborative, customer-centric approach to design and innovation. By leveraging insights from user testing and iterative refinement, the team delivered a solution that addressed customer pain points and drove increased engagement and satisfaction. This project underscores the importance of continuous improvement and user-centered design in delivering impactful solutions that meet the needs of both customers and the business.