Homedepot.ca Customers were unable to purchase measurement services online for projects such as flooring, carpeting and kitchen countertops. This limitation forced them to rely on in-store visits or manual processes, creating a fragmented experience.
Customers lacked the ability to purchase measurement services online for certain project categories (e.g., Special Order items like carpet). Without this feature, users couldn't receive precise measurements or accurate project quotes that included product and installation costs.
Additionally, the convenience of applying the measurement deposit toward the total project cost was only available in-store, creating a gap between online and in-store offerings.
1. Drive online sales for measurement services and related products.
2. Align online offerings with in-store capabilities, creating a seamless omni-channel experience.
1. Discovery and Research:
- Assessed competitive offerings to identify gaps and opportunities.
- Facilitated stakeholder workshops with design thinking sessions to align on challenges and priorities.
💡 Key Insight: Confusion stemmed from unclear entry points to purchase measurement services online and customers wanted transparency in pricing and crediting the measurement fee toward project costs.
2. Design Strategy:
- Prioritized features with stakeholders based on business impact and feasibility.
- Created sketches and refined them collaboratively, voting on elements and solutions to finalize the design direction.
- Developed wireframes and prototypes for desktop and mobile experiences.
- Developed user scenarios and use cases to understand user needs across touchpoints.
3. Testing and Iteration:
- Conducted two rounds of usability testing, scripting test scenarios and leading affinity mapping sessions to synthesize findings.
- Iterated designs based on test feedback, enhancing usability and alignment with user needs.
4. Implementation and Handoff:
- Delivered high-fidelity mockups, including final UI designs for the website, emails and related touchpoints.
- Worked with UX writers to refine copy and ensure clarity and alignment with the brand voice.
- Presented designs and findings to cross-functional stakeholders for buy-in.
- Collaborated with the Digital Product Manager and IT team for seamless handoff and implementation.
5. Retrospective:
- Conducted a team retrospective to reflect on successes, challenges and areas for future improvement.
1. Improved CX: Customers could now seamlessly book measurement services online.
2. Increased Sales: Measurement service bookings and associated product purchases grew post-launch.
3. Omnichannel Alignment: Online offerings matched in-store capabilities, enhancing customer satisfaction.
This project highlights my ability to lead cross-functional teams, prioritize features based on user needs and business goals, and iterate designs to deliver a streamlined, customer-focused solution. It demonstrates how I tackle complex problems by applying research-driven insights, rigorous testing and thoughtful design execution.
AutoShack’s eCommerce site faced significant challenges with usability, discoverability and scalability, resulting in a limited ability to compete with larger platforms like Amazon and Walmart. To double eCommerce revenue while addressing fulfillment bottlenecks, AutoShack required a streamlined, user-centred redesign that prioritized high-impact features within their budget.
The current website was transactional but lacked advanced features to support growth goals.
Issues included:
- A cumbersome navigation and product discovery experience.
- Limited mobile optimization, impacting B2C customers on-the-go.
- Insufficient systems for cross-selling, upselling and personalized shopping.
- Fulfillment challenges, including multiple shipments per order and high contact centre call volume.
AutoShack aimed to rebuild the experience, integrate AI-driven customer support and expand SKUs via drop shipping while operating under significant constraints of time, cost and scope.
1. Double eCommerce revenue while improving operational efficiency.
2. Enhance customer experience through intuitive navigation, mobile responsiveness and personalized features.
3. Streamline fulfillment processes to reduce contact centre workload and improve scalability.
1. Discovery and Research:
- Facilitated a 4-hour session with AutoShack stakeholders to align on challenges, priorities and scope, incorporating frameworks like desirability, viability and feasibility mapping.
- Evaluated leading competitors like Pep Boys, CarParts and Canadian Tire to benchmark best practices.
- Assessed the current site for usability, accessibility and performance gaps, focusing on mobile responsiveness and navigation challenges.
- Mapped journeys for key user segments (e.g., DIY customers, small garages) to identify pain points and desired features.
2. Design Strategy:
- Collaborated with stakeholders to focus on high-impact features like Year-Make-Model (YYM) lookup, mobile optimization and AI-driven customer support.
- Worked with in house product designers to create low- and high-fidelity prototypes to address prioritized features, iterating based on feedback.
- Balanced feasibility with potential ROI to define an MVP that aligned with the budget.
- Facilitated prioritization exercises to help AutoShack stakeholders understand the trade-offs between time, scope and budget
3. Testing and Iteration:
- Conducted usability testing with prototypes to validate navigation and fitment tool improvements.
- Synthesized findings using affinity mapping to identify areas for refinement.
- Iterated designs to address usability gaps and align with business priorities.
1. Enhanced CX: Redesigned site improved navigation, mobile responsiveness and product discoverability, driving higher engagement.
2. Increased Scalability: Fulfillment processes were streamlined through better integration with ERP and AI-driven customer service tools.
3. Higher Conversions: Intuitive features like YYM lookup and personalized shopping are expected to lead to an uptick in part purchases.
4. Stakeholder Confidence: Workshop outcomes aligned leadership on priorities and set a clear path for the project’s success.
This project demonstrates my ability to tackle large-scale eCommerce challenges by aligning business goals with user needs. It highlights my skills in facilitating workshops, prioritizing features within constraints and driving measurable impact through thoughtful, customer-centred design.
Note: This case study reflects my contributions during the discovery and strategy phases of the project. While I was not involved in the implementation or completion stages, my work laid the foundation for aligning stakeholders, prioritizing features and creating a roadmap for the AutoShack eCommerce revamp.
RONA, a leading Canadian home improvement retailer, partnered with our team to redefine their eCommerce experience for both DIY customers and professional contractors. The initiative aimed to address legacy system challenges, user pain points and prepare for a 2025 re-platforming. Through customer-first strategies and collaborative workshops, we established the groundwork for a scalable and user-centric digital transformation.
RONA’s digital platforms faced several key challenges that hindered growth and user satisfaction. Legacy systems limited innovation and scalability, preventing the brand from adapting to the evolving needs of its customers. The existing user experience failed to effectively cater to both DIYers and professional contractors (Pros), leading to a disconnect between the platform and its diverse user base. Additionally, a lack of personalization and engagement contributed to low conversion rates and weak customer loyalty. To address these issues, the business needed a strategic roadmap that not only aligned with its long-term goals but also set the stage for a major re-platforming initiative planned for 2025.
1. Increase Revenue: Grow eCommerce revenue by enhancing conversion rates and basket size.
2. Improve User Experience: Create frictionless and engaging digital experiences for DIYers and Pros.
3. Build Loyalty: Encourage repeat visits and purchases by leveraging predictive and anticipatory insights.
4. Plan for Scalability: Develop a roadmap for re-platforming and future tech enhancements.
1. Discovery:
- Conducted empathy mapping workshops with relevant RONA stakeholders to identify pain points for DIYers and Pros.
- Mapped customer journeys to uncover key opportunities and gaps in the existing experience.
- Performed a technology review of current IT systems, integrations and requirements across key platforms (PIM, Ecomm, CMS, OMS, CRM) to ensure alignment and scalability with the new design.
2. Definition
- Developed future-state concepts for web and mobile experiences.
- Created high-level feature sets tailored to DIYers and Pros.
- Prioritized initiatives using a complexity vs. value matrix.
3. Planning:
- Established a roadmap for implementation, aligned with business goals and 2025 re-platforming.
- Provided strategic blueprints and recommendations for future design systems and integrations.
1. Strategic Roadmap: Delivered a scalable plan for achieving RONA’s 2025 goals.
2. Enhanced UX Foundations: Created user flows and tested designs to guide future development.
3. Prioritized Initiatives: Applied a data-driven approach to prioritize high-value opportunities for users and the business.
4. Aligned Stakeholders: Fostered collaboration between teams to align on goals and strategies.
This project exemplifies how customer-focused strategies can drive business transformation. By addressing RONA’s immediate challenges while planning for future growth, we empowered the organization to build meaningful connections with its customers. My role in defining user-centric solutions and aligning business priorities with technological requirements demonstrated the importance of thoughtful holistic revamping to achieve sustainable omnichannel success.
Note: This case study highlights my involvement in the discovery and strategy phases of RONA's digital transformation project. While I did not oversee the implementation or completion, my contributions helped establish the foundation for a scalable and user-focused solution, set to launch in 2025.
