The Home Depot
Buy X Get Y
Online Promotion Experience
Reduced purchase friction by introducing an intuitive, transparent interface for selecting free gifts or secondary products during Buy X Get Y (BXGY) promotions, ensuring clarity on eligibility and reducing cart abandonment.
Problem Statement
How might we eliminate purchase friction during Buy X Get Y (BXGY) promotions by clearly translating complex backend eligibility rules into a transparent, intuitive gift selection interface that empowers users and increases conversion rates?
Our Design Process
Research
Review the current experience of promotions, conduct competitor analysis 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 a diagnostic review of the existing online promotional experience, we identified significant friction points impeding the customer path to purchase. Specifically, customers lacked the necessary contextual information on the Product Information Page (PIP) to understand promotion eligibility. Furthermore, the mandatory workflow required customers to manually search for and add eligible "X" and "Y" products to the cart, resulting in a confusing and high-effort process for claiming the free gift or promotional offer. We leveraged competitor analysis to benchmark best-in-class experiences and define a superior, low-friction solution for our internal roadmap.
HMW Exercise & Crazy8
Leveraging a structured design sprint approach, I initiated a How Might We (HMW) exercise with the cross-functional team to strategically frame the problem space and rapidly identify opportunities for improving online promotional experiences. We then consolidated all generated insights through affinity mapping to establish shared understanding and prioritize user pain points. This structured alignment informed our subsequent Crazy 8’s ideation sessions, ensuring the team quickly generated diverse, actionable concepts directly anchored to our core problem statement and HMW outcomes.
Prototyping & Testing
Once the team aligned on the strategic direction, I led the solution through high-fidelity development. I developed comprehensive, interactive prototypes that showcased both the final user interface and the optimal user journey (happy path). This process involved rigorously exploring edge cases and alternate scenarios to ensure the experience remained seamless and scalable across all potential use cases. Finally, collaborating closely with the research team, I authored a detailed testing script to systematically validate and refine the design, ensuring its efficacy before final hand-off.
Iterations and Handoff
Following user validation, our team conducted a thorough analysis and synthesis of testing insights, culminating in a formal presentation of findings and design recommendations to key stakeholders. Post-review, we systematically prioritized and addressed elements requiring redesign to enhance user clarity and comprehension. To ensure design maturity, we typically conduct two iterative testing rounds to refine the end-to-end user experience. Upon final solution approval, I prepare all final deliverables for documentation and hand-off, ensuring meticulous compliance with AODA/WCAG standards for the Product Owner to generate development tickets.