Sean Lee | Product Design Lead | San Mateo, CA
Home Services
Home Depot's Home Services connects consumers with professional installation and repair services across a growing catalog of home improvement needs. With a $600B market at stake, delivering a seamless online experience was critical.
As a UX lead, I took full ownership of the consumer-facing web experience from design strategy and information architecture to final deliverables, driving measurable growth in online traffic and lead conversion.
Discovery & Strategy
When I joined the team, my first move wasn't to jump on design execution, it was to step back and understand the full picture. I led a cross-functional discovery process to map the current state, surface friction points, and align the team around a shared understanding before defining any design direction.
A raw customer journey map created in collaboration with cross-functional teams. Initiating this exercise was one of my first actions at the company, establishing a research-led foundation for everything that followed.
The digital version of the customer journey map, built from user studies and data analytics. It gave the team a shared lens to approach design decisions with both empathy and evidence.
Problem: A Broken Lead Form
Research revealed that the lead form was creating friction from the very first step, requiring a full street address just to check service availability, before users had any reason to commit. This introduced an unconscious bias, making users uncomfortable sharing personal information upfront.
Combined with a 55% drop-off rate among users who did start the form, the result was a consistently poor lead submission experience that was costing the business at scale.
Ideation & Exploration
Following the research findings, I led a story mapping exercise to explore solutions across four key themes - Trust, Inspire, Navigate, and Submit. The insight was clear: improving lead conversion required more than redesigning the form itself.
It meant rethinking the entire Home Services web experience so users could build enough trust and confidence to see the process through to submission. While this case study focuses on the lead form redesign, I led the broader solution included a full redesign of the Home Services website: homedepot.com/services.
Solution: Progressive Lead Form
The new progressive lead form for Water Heater Replacement is the core solution to the drop-off problem identified in research. Instead of asking for a full street address upfront, users now start with just a zip code, removing the single biggest barrier to entry.
From there, the form guides users through a step-by-step flow with input fields custom-tailored to each service type, making the experience feel relevant and manageable rather than overwhelming. The result: a significantly smoother path from intent to lead submission. Play the video for the full lead flow.
The lead form for Ceiling Fan Installation, powered by Pro Referral, Home Depot's acquired home services marketplace. Due to legal constraints, Pro Referral services required a distinct treatment separate from Home Depot's contracted offerings. The design maintains the same visual language and progressive form, ensuring a consistent and familiar experience regardless of which service type a customer is booking.
The lead form experience is fully responsive across devices. These mobile web designs show the end-to-end flow from left: the service landing page, the progressive lead form with a completion indicator keeping users oriented, and the pro cards showing matched local service providers with ratings and credentials.
Impact: Higher Lead Conversion
The A/B test results validated the design across multiple service categories. The new progressive lead form drove a 25% average increase in lead conversion rate across all services, with higher visit-to-lead conversion, greater lead volume, and more completed form submissions.
The data confirmed that removing early friction and guiding users through a tailored step-by-step flow directly translated into measurable business growth.
For the complete Home Services Ecosystem, check out Store and Pros experience.