Helping the Nation’s Largest Home Improvement Retailer Sell Projects, Not Just Products
How do you turn one of the world’s largest home improvement retailers into a digital partner for DIYers and professionals alike? Home Depot’s challenge was clear: their online tools needed to do more than sell products—they needed to guide users through complex projects, like building a deck or renovating a room. My role was to create a cohesive strategy that made these tools intuitive, approachable, and effective.
Discovery
Home Depot wanted their online experience to reflect their in-store expertise. I started by running surveys with professionals and conducting user testing to understand the tools and features customers needed most. By mapping user journeys across projects like flooring, painting, and deck building, I identified gaps and opportunities to create a consistent, project-focused design system.
Design
As a UX Manager, I worked with designers across multiple project categories to develop a cohesive strategy and design system. This included crafting intuitive interfaces that helped users plan and execute projects step-by-step. I also contributed as a designer and researcher, creating prototypes and refining designs to ensure they aligned with both user needs and business goals.
Develop
Collaboration was key to implementing the designs effectively. I partnered with engineering teams to bring the tools to life, ensuring seamless integration across Home Depot’s massive digital ecosystem. Every feature was designed to scale, making it easier for customers to transition between product research and project execution, purchasing what they need the first time.
Learnings and review
- Significant increase in online project tool usage by creating a cohesive design system.
- Improved user satisfaction with intuitive tools that guided customers through complex projects.
- Enabled cross-category consistency across all project types in the overall digital experience.
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This is so easy! I entered my measurements and it tells me the exact products I need to buy to compete my room.
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Hi there!
Gibson Hall
Hi, I’m Gibson Hall — a creative strategist, web designer, and digital marketer based in Austin, TX. From boutiques and scale-ups to Fortune 500’s, I’ve helped over 50 organizations reach more customers online.