PART I - Information Architecture
Customer Pain Points being solved:
1) As a customer, I would like a better account experience.
2) As a customer that placed an order, I would like to track my order easier. IF there are multiple orders, THEN I would need a way to track multiple orders.
3) As a prospective customer, I would like to know the benefits of opening a Home Depot account.
Through collaborative effort in an Agile arena, we got busy on hitting key milestones, such as increasing customer account engagement as well as complimentary self-service driven by customers main concerns. Though my role was User Experience Designer and User Strategist, I also did my own set of wireframes to action against. I truly do believe good layout = better design.
To kick things off....
If I can be brutally honest here for a sec, most people think there is absolutely nothing sexy or exciting or thrilling about "accounts", or "account creation." Forms. And opt-ins. I totally disagree with most though. You see, my passions about "accounts" and that form-experience type of design stems from the macro dynamic of it all; a stranger is saying YES to share their information with us. Really noodle on that for a sec if you can. A stranger coming to your mobile or web experience has chosen to give you her sensitive financial information as well as her new telephone line, (which we now call an email address). Account-holders are long-term betters within your establishment that told you YES. They took out their credit card and TRUSTED the brand. To me, this actually speaks VOLUMES about loyalty from a customer. Talking about permission to research; these folks darn near give you their tastes and access to their digital closet. The account holder is not only your customer, but now your client. This in mind, I truly do believe that 2017 and beyond will be a BIG YEAR for accounts and the digital enrollment experience. A winning strategy that I have been a solutionist for, is to triple down and focus on these folks while leveraging your omni-channel strategy against the best-of-breed deep analytics paritioned via Teradata segmentation. Logic-driven stories with customer care backbone and a heart for your people, both people meaning workers and customers; has been making Home Depot the creme de la of big brand e-commerce.
Data meets Innovation
All good things start with data. We pulled from a/b User Testing conducted through Opinion Lab as well as Foresee and a ton of feedback loops with actual Customers which my brilliant Product Team discovered. While Data was critical -- especially with the amounts of users in-store and online who landed in the Account Portal, data didn't DRIVE architecture and design decisions; it supported it. Wish more companies thought like this to be honest. Intellectual risks are 80% data and 20% innovation; we flexed that intellectual muscle like a champ when throttling up on release cycle of features.
Spikes and Discovery
As a UX Practitioner, I know the importance of Spikes and Competitive Research; especially within an Enterprise Agile environment. Your MVP had better help promote the KPI set so milestones are reached and enhancements were made. Very proud to say that I did help evangelize less Spikes and more Discovery. Home Depot is an innovative company; I made sure to keep that at the forefront when in Spike-Mode for our workstream. I also did partake a ton of brainstorming and whiteboard sessions; these old-school ways of getting Happy Paths and Edge-Cases surfaced were both useful and effective.
Of paramount importance was Accessibility. Designing for screen-readers, tabulation experiences and greyscale interaction helped the Account Team cater to Home Depot Customers -- holistically. Making sure the experience is the same and equal for ALL shoppers is an ongoing goal for the team over there at Home Depot -- honored to have taken part in sit-down sessions with fellow User Experience practicioners who evangelize the necessity of good, strong, accesibility points.
Below are wireframes of concepts with the Account Team.
Once Registered, the dashboard experience would take shape. A conceptual idea beginning with mobile interfacing. Large Web and High-touch mobile ecommerce is a highly complex ecosystem consisting of, but not limited to: Product Development, Data/Consumer Insights, Creative Projects, Sales and AOV upticking, Global Communication and many more points. By doubling down on concepts that could scale to mobile; conversations with supporting teams are easier. Delivering value regardless of channel or medium is an evergreen initiative which needs constant debt-management and finessing.