Home Services
The Home Depot holds about 20% of home services marketshare that is worth $600 billion in 2019. In order to stay competitive, the company needed to offer a broad range of services to consumers, take a great care of the Pros (service providers) and capture those 60% of leads (service requests) generated by the Store Associates.
I was working as a UX lead taking a complete ownership of design strategy, architecture and final deliverable for Home services Consumer Experience, driving the online growth, lead conversion, and web traffic higher than ever.
The Process
As a lead designer, I initiated a UX discovery process to better understand the current state. This involved research, synthesizing insights, and facilitating design exercises. Working closely with the product team, I also defined key design goals and areas for improvement based on the findings, ensuring a more seamless experience for customers to find and book home services.
Above is a raw version of the customer journey map for home services, created in collaboration with cross functional teams. One of my first tasks at the company was to initiate and lead this UX exercise to kick off design process.
This is the digital version of the customer journey map. Based on insights from user studies and data analytics, this map helped the team approach design with empathy and logic, reinforcing a strong UX culture.
This is discovery research conducted in collaboration with the researcher, offering key insights into the Home Services experience on the Home Depot website. The study identified several issues, including the major turn-off of requiring a street address just to check service availability.
This is a screenshot of the Trello board I created for story map ideation. After conducting research to identify issues with the old experience, I led the exercise to explore various ideas, organized them by themes, and iterated to develop a more concrete solution.
Design Solution
With the acquisition of Pro Referral, which offers local home services for Home Depot customers, Home Depot Home Services can now provide a one-stop solution for every home improvement need. I led the complete redesign of the Home Services web experience, including the homepage, service details, and an enhanced lead form, scalable across desktop and mobile.
These screenshots show the Home Services homepage featuring the new tile design for the browsing experience. I originally created the design paradigm for Service Connect, a web tool for store associates, which included the card view, drawer interaction, and list view algorithm. The success of this browsing experience led to its adoption on the consumer-facing webpage as well. It serves as an example of how well-innovated design can be leveraged across multiple platforms, whether for consumer or enterprise products.
Here are the final designs for the service landing pages – Water Heater Installation. Compared to the old design, there has been a major revamp, including the new progressive lead form to fil out the details and submit a request to vetted local service providers Taking the research insight into action item, with the new lead form, users are no longer required to provide a full street address to begin the experience.
Here are the final designs for the service landing pages – Ceiling fan Installation offered by Pro Referral (home services market place acquired by Home Depot). Due to legal constraints, I had to differentiate Pro Referral from Home Depot’s contracted services. My design approach ensured this distinction while maintaining the same signature style, preserving a consistent and familiar experience across both services.
Responsive web design is essential across multiple devices with different screen sizes.
Here are a few of my design samples for Home Service lead form in mobile web.
From left: home screen, lead form flow, pro cards.
Design efforts continue after the product launch as I work to enhance the experience and ensure the product meets end-user needs. A key part of this was my lead form design, which played a significant role in driving business growth. According to our data team, the new design led to a 25% increase in lead conversion rates.
Also, check out Home Services Ecosystem for Pros and Store Associates
