Home Depot: Home Services Landing Pages
Designed next generation UI framework, information architecture and content strategy for 30+ home services landing pages to increase online traffic (SEO) and lead generation which will result in higher revenue and lower costs
My Role
Led design direction, strategy and execution of end-to-end user experience including collaboration with cross-functional teams (engineering, product, marketing, etc.)
Background
Problem Statement
- The landing pages are not informative at all, mostly marketing material and missing key information such as,
- Product details
- Pricing
- FAQs, Tips, Articles etc.
- Warranty/Guarantee info
- etc.
- No service specific content except reviews
- Not sure how the process work?
- Asks personal info (home address) as a first step
Goals
- Identify and address content needs for HVAC (Heating, Ventilation, and Air Conditioning) service pages
- Design UI framework
- Showcase useful content/information
- Scale easily to accommodate all home services landing pages
- Navigation/interaction models
- Identify common elements and standardize
- How it works, Warranty/Guarantee info, Promotions, Financing etc.
KPIs
- Increase online leads by 10%,m starting with HVAC landing pages as a first step
Process
- Analyze Customer Pain Points & Competition
- Brainstorming Sessions
- High Level Concepts / WIreframes
- High Fidelity Mocks
- Interactive Prototypes (HTML/CSS)
- Usability Studies (Web + Mobile)
- Design & Copy Updates
- A/B Test(s) & Updates
Understand Customer Goals & Business Domain
Understand customer journey, products & services details, business process, competitive reviews, UI inspirations/moodboards.
Brainstorming and Task Flows
Brainstorming sessions with team members (Designers, Researchers, Product Manager, Content Strategist ) to create concepts and map out information architecture.
High Level Concepts & Wireframes
High Fidelity Mocks
Interactive Prototypes & User Studies
Phase 1- UI Framework/Navigation Model
- 4 interactive prototypes
- Sticky tabs/header Vs. Stacked icons nav
- Embedded lead form Vs. Overlay/separate screen
- User study (UserTesting)- 12 users each
- Winner: Sticky tabs with embedded lead form
Phase 2- HVAC landing pages
- Interactive prototype with finalized content
- User study (UserTesting)- 8 users
- Content relevancy, clarity, hierarchy etc.
- General usability
Interactive Prototypes
Final Results/Outcome (as of April 2018)
Desktop
- A/B tests showed 10-20% conversions on HVAC Repair, Maintenance and Installation pages
- From April 2018 100% traffic is sent to new experience
- Jan 2018- New lead experience
- April 2018- Sticky tabs and content sections
Mobile
- First A/B test showed reduction in conversion
- User study was performed to identify issues
- Change in CTA label brought the conversion back to original
- Improved design is being implemented to increase the conversions