Home Depot Pro Rewards Experience Enhancement
Role: UX Designer
Company: Home Depot
Skills Used: UX Design, Wireframing, Design Sprint, User Testing, Information Architecture
Overview
The Home Depot Pro team identified challenges in customer awareness and accessibility of their rewards program. Many users struggled to locate and utilize their rewards pass, leading to decreased engagement with program benefits. To address this, I participated in a collaborative design sprint, leading the UX efforts to improve visibility and usability while aligning the experience with customer needs.
Problem Statement
The rewards program lacked clarity and accessibility, making it difficult for Pro customers to engage with their benefits. Key challenges included:
Low visibility of the rewards pass, resulting in missed opportunities for customers.
A fragmented experience with rewards and perks spread across multiple sections of the site.
Limited engagement due to confusion about program benefits and access points.
Approach and Process
Research and Discovery
Conducted user research to understand how Pro customers interacted with the rewards program.
Identified pain points related to discoverability and usability.
Reviewed competitor approaches to rewards programs for best practices.
Design Sprint and Wireframing
Participated in a cross-functional design sprint to rapidly ideate and prototype potential solutions.
Created wireframes and interactive prototypes focusing on improving rewards pass visibility.
Designed a centralized rewards hub that consolidated perks, reducing friction in the user journey.
User Testing and Iteration
Conducted usability tests with Pro customers to validate the effectiveness of the new design.
Iterated based on feedback, refining the layout and navigation for improved accessibility.
Ensured alignment with business goals while maintaining a user-centered approach.
Solution
A redesigned Pro rewards experience featuring an easily accessible rewards pass.
A unified rewards hub consolidating perks, making it easier for customers to understand and redeem benefits.
An improved information architecture that reduced confusion and streamlined access.
Results and Impact
Increased engagement with the rewards program due to enhanced visibility and accessibility.
Improved customer satisfaction as users could more easily find and use their rewards.
Stronger alignment between user needs and business goals, ensuring a more effective loyalty experience.
A scalable framework for future enhancements to the Pro rewards program.
Key Takeaways
A well-structured rewards program improves customer engagement and satisfaction.
Design sprints help generate and validate solutions quickly, fostering cross-team collaboration.
User testing is essential in refining features to ensure they meet real customer needs.
