Home Depot Authenticated Homepage Redesign
Role: UX Designer
Company: Home Depot
Skills Used: UI/UX Design, User Research, Competitive Analysis, Leadership Presentation

Overview

Home Depot sought to improve the online shopping experience for authenticated users by redesigning the homepage. Initial proposals from an external agency did not fully meet expectations, prompting an internal effort to explore alternative solutions. Taking the initiative, I developed new design concepts based on user feedback and industry trends, leading to a more intuitive and visually appealing experience.

Problem Statement

The proposed homepage redesign from an external agency did not align with user expectations or Home Depot’s strategic goals. Key issues included:

A lack of seamless navigation and personalization for authenticated users.
A need for a more engaging and visually refined shopping experience.
Leadership dissatisfaction with initial design proposals, requiring new solutions.

Approach and Process

Research and Concept Development

Conducted an analysis of user behaviors and feedback to identify pain points in the existing homepage.
Researched best practices in e-commerce homepage design to ensure alignment with industry standards.
Developed new design concepts focused on improved usability, product discovery, and engagement.

Design and Iteration

Created wireframes and high-fidelity mockups incorporating enhanced visual hierarchy and interaction elements.
Focused on making the homepage more intuitive for authenticated users, emphasizing personalized recommendations and streamlined navigation.
Iterated on the design based on internal feedback and leadership input.

Leadership Presentation and Approval

Presented the redesigned homepage concept to Home Depot leadership as an alternative to the external agency’s proposal.
Gained approval for key design elements that were implemented into the final homepage redesign.
Demonstrated the value of internal UX contributions in shaping the company’s digital experience.

Solution

A revised homepage design that better served authenticated users through improved personalization and navigation.
A more visually compelling layout that enhanced product discovery and engagement.
A scalable design framework that could accommodate future enhancements.

Results and Impact

Leadership adoption of key design elements from the internal proposal.
A more intuitive and engaging homepage experience for authenticated users.
Recognition as a key individual contributor in driving UX innovation within Home Depot.
Increased internal confidence in leveraging in-house design expertise over external agencies.

Key Takeaways

Taking initiative in design can lead to impactful changes, even when working alongside external agencies.
User feedback and industry research are critical in crafting effective digital experiences.
Presenting and advocating for strong design solutions can influence leadership decisions and drive product improvements.