Home Depot Gift Card Experience Redesign
Role: Senior UX Designer
Company: Home Depot
Skills Used: UX Strategy, Interaction Design, E-Commerce Optimization, User-Centered Design, Cross-Functional Collaboration
Overview
Home Depot sought to transition its online Gift Card experience from a third-party platform to an in-house solution, aiming to improve usability, streamline the purchasing process, and enhance business control over the customer experience. As the Senior UX Designer leading this initiative, I focused on creating a seamless shopping journey through an iterative design process, implementing mixed cart functionality, and revamping the product landing page to drive engagement and conversions.
Problem Statement
The existing Gift Card purchasing experience presented several challenges that impacted both users and business goals:
Reliance on a third-party platform, limiting control over design, features, and optimization.
A fragmented shopping experience that did not allow users to purchase gift cards alongside other products.
A need for a redesigned product landing page to improve discoverability and user engagement.
Approach and Process
Research and Strategy
Conducted a competitive analysis of e-commerce gift card experiences to identify best practices.
Analyzed user behavior and feedback to pinpoint pain points in the existing purchasing flow.
Collaborated with product managers and developers to define functional requirements and business goals.
UX and Interaction Design
Designed a new Gift Card landing page with an improved layout and clearer call-to-actions.
Introduced mixed cart functionality, allowing users to seamlessly purchase gift cards alongside other Home Depot products.
Created wireframes, high-fidelity prototypes, and conducted usability testing to validate design decisions.
Cross-Functional Collaboration and Implementation
Worked closely with engineering teams to ensure smooth integration into Home Depot’s e-commerce platform.
Partnered with marketing and merchandising teams to align content and promotional strategies with the new experience.
Iterated on designs based on data insights and post-launch user feedback.
Solution
A fully redesigned in-house Gift Card experience, eliminating reliance on third-party providers.
A mixed cart functionality that allowed users to purchase gift cards with other products, streamlining the checkout process.
An optimized product landing page that improved navigation, discoverability, and engagement.
Results and Impact
Increased conversions due to a simplified and integrated purchasing process.
Enhanced user experience, making it easier for customers to find and purchase gift cards.
Greater business control over the Gift Card platform, allowing for future scalability and optimization.
Positive feedback from stakeholders, validating the success of the transition.
Key Takeaways
Bringing third-party experiences in-house allows for greater control over design, functionality, and business optimization.
Mixed cart functionality improves the e-commerce experience by reducing friction in the checkout process.
A user-centered, iterative design approach ensures solutions that align with both business and customer needs.
