Role:
Senior Web UX Designer -Lead for Homepage, Visual Direction, & Omnichannel Art Direction
Platform:
Responsive Web, mobile and tablet application
Overview
The Home Depot is the world’s largest home-improvement retailer, and during the company’s “One Home Depot” transformation, its e-commerce growth became a major driver of revenue. As the Senior Web UX Designer for the homepage and key category experiences, I led both the UX direction and the visual creative development across homedepot.com, the mobile app, and tablet surfaces.
My work on the homepage became the foundation for multiple omnichannel presentations including email, paid media, and print helping unify the brand visually and improve consistency across customer touch points.
My Role & Leadership
I owned the UX and visual strategy for the Home Depot homepage, designing new layouts, storytelling modules, promotional systems, and personalized surfaces that reflected the company’s core initiative: connecting inspiration with action across all channels.
I also led art direction for major brand photo shoots, influencing how kitchen remodels, garage organization, landscaping, outdoor décor, and seasonal stories were captured. This ensured visuals were not only beautiful but also optimized for UX clarity, modular design, and responsiveness across Desktop, Mobile Web, Tablet, and the Mobile App.
In addition to homepage leadership, I designed high-traffic category pages including Kitchen, Appliances, Décor, Outdoor, and other big revenue drivers along with brand pages that supported strategic vendor partnerships.
Quantum
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A/B Testing to Increase Conversion
A significant part of my work involved creating and testing multiple homepage design templates. We ran A/B tests to understand how layout, visual hierarchy, and storytelling influenced engagement and conversion.
One of our most successful tests -Template B performed significantly better. It pulled customers in with rich visual storytelling, curated content, inspirational room scenes, and value reminders about shopping at HomeDepot.com. This version outperformed more traditional promotional layouts by increasing engagement and driving deeper product exploration.
Reinventing the Homepage: Personalization + Branding
In 2017, we evolved HD.com into a more branded, personalized, and context-aware experience. I helped lead the UX strategy for this shift, integrating:
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Location-based recommendations
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Browse-history-driven content
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Personalized promotional modules
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Targeted category stories
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Dynamic hero content
This transformed the homepage from a static promotional space into a smart, responsive gateway that aligned with the “One Home Depot” vision—connecting online and in-store journeys seamlessly.
Impact
The impact of the redesigned homepage and the visual direction I led was both immediate and long-lasting. The new experience contributed to a 3–5% year-over-year increase in conversion, strengthening HD.com’s position as one of the company’s most important revenue engines during a period of accelerated digital growth. By elevating the UX and visual approach, the homepage became a system of modular, branded storytelling that could scale across promotions, seasons, and customer segments.
The creative direction developed for the homepage also became the foundation for multi-channel campaigns, influencing email, display, social, and print. This ensured Home Depot delivered a consistent, recognizable experience across all touchpoints—key to the company’s broader “One Home Depot” strategy.
Beyond the visual and conversion wins, the work established a unified design system that improved collaboration between UX, Product, Marketing, and Engineering. It helped transform HD.com from a promotion-heavy retail surface into a personalized, inspirational, and experience-driven entry point, one that supported long-term growth and strengthened the Home Depot digital ecosystem.