The Home Depot
Buy X Get Y
Online Promotion Experience
To reduce the friction of purchase when the customers want to take advantages of the BXGY promotion. Empowering users on homedepot.ca to select a free gift when they purchase an eligible product online.
Problem Statement
How might we make the path to purchase experience seamless for our customers who want to take advantage of Buy X Get Y promotions.
Our Design Process
Research
Review the current experience of promotions, conduct competitor anaylsis and user research to identify the pain points of our customers as well as business requirements.
Ideate
Brainstorming innovative ideas through HMW exercise, crazy 8’s and sketches. Run design reviews with cross functional team and business stakeholders to understand constrains and design opportunities.
Develop
Develop wireframes and prototypes to showcase the experience and interactions. Conduct user testing and affinity mapping to validate the design before final design review with senior leadership team and business stakeholders.
Current State Review and Competitor Analysis
Through reviewing the current state of our online promotion experiences, we identified all the friction points that customer faced in the path to purchase. Customers had limited information on how to leverage these available promotions and the experience to add free gift to cart was confusing. Customer need to manually search and add the products to cart in order to get the promotion offer.
By conducting the competitor analysis, we understand how other retailers does in a similar situation and what could be improved with our current experience.
HMW Exercise & Crazy8
To collaborate with the cross functional team on a How Might We exercise, we brainstormed and identified the opportunities of improving the customer experience for online promotions. Then we consolidate all valuable feedback and analysed through affinity mapping.
The crazy 8’s (sometimes it’s 4) exercise helped the team quickly come up with some initial ideas on the solutions focusing on the problem statement as well as the HMW feedback.
Prototyping & Testing
Once the team has reached an agreement on a potential solution, I developed comprehensive low and high-fidelity interactive prototypes that showcased both the user interface and the happy path of user journey. Our design process meticulously explored multiple scenarios, ensuring the experience remained intuitive and seamless across all potential use cases. Collaborating closely with the research team, we worked a detailed testing script to validate and refine the design through systematic user testing.
Iterations and Handoff
Following user testing, our team analysed the insights and presented findings to our stakeholders. After a thorough review, we identified specific elements requiring redesign to enhance user clarity and understanding. Depending on project complexity and initial testing outcomes, we typically conduct two iterative testing rounds to refine the user experience. Upon finalising our solutions and designs, we ensure all deliverables are documented and compliant with AODA standards, enabling our product owner to create development tickets.