Platform Revolution: Redesigning Home Depot’s Marketing Portal
UX Designer
The challenge: A mission to transform campaign management
The Home Depot is a leader in home improvement, but its internal marketing platform was falling short. Users struggled to plan and execute effective campaigns due to a lack of essential features.
Goal
To create a seamless, intuitive experience that empowers both internal teams and external users to:
-
Define objectives
-
Select target audiences
-
Build impactful campaigns—without unnecessary complexity
My Role: UX Designer
Team: UX Researchers, Developers, Product Owner, Stakeholders
Company: The Home Depot
Tools: Figma, FigJam, Jira, Miro, Zoom, Google Slides
Project Duration: 4 Weeks
Identifying the Problem: A Roadblock to Success
The platform lacked key capabilities that allow users to:
-
Define campaign objectives
-
Target specific audiences effectively
-
Seamlessly manage the campaign creation process
Without these foundational elements, users faced confusion, inefficiency, and poor engagement with their marketing efforts. It was clear: The platform needed a transformation.
My Game Plan
Before diving into solutions, I needed to fully understand the existing platform, its pain points, and user expectations.
Competitive Analysis
User Personas
Defining key user needs and behaviors to align the redesign with real-world use cases.
Evaluating market trends and competitor strategies to identify opportunities for improvement.
Wireframing Key Solutions
Presenting & Iterating
Sharing findings with the team, gathering feedback, and refining the design accordingly.
Developing initial design directions based on insights from research and analysis.
02
Competitive Analysis
I analyzed The Home Depot’s top competitors and found:
-
Lowe’s leverages personalized marketing.
-
Amazon & Walmart run robust advertising campaigns.
-
True Value & Ace Hardware lack comprehensive marketing strategies.
Key Insights:
-
Clear objectives define the campaign’s purpose.
-
Audience selection tools target the right users.
-
Creative flexibility allows iterative ad designs.
02
Refining the Flow: From Gaps to Growth
Current Flow
The existing campaign setup flow was designed to be straightforward, but it lacked key steps that would help users create more effective campaigns. Without these essential details, users often find themselves confused or missing critical inputs, leading to inefficiencies and frustration.
Current Flow Breakdown
-
Package Information – Users select their campaign package, but there’s limited guidance on choosing the best fit.
-
Campaign Details – Basic details are entered, but key fields for optimization are missing.
-
Payment Details – Users complete their payment, yet they don’t have a clear breakdown of what they’re paying for.
-
Review Order – A final confirmation step, but lacks a way to easily edit or refine campaign details.
-
Completion – The campaign is submitted, but there’s no post-launch guidance or performance insights.​
The Problem
-
Lack of guidance – Users struggle to make informed decisions.
-
Missing optimization steps – Key inputs that improve campaign success are absent.
-
Limited flexibility – Users can’t easily adjust campaign details before finalizing.
This flow needed a more intuitive, user-friendly approach to empower users and ensure a seamless, effective campaign creation process.
New & Improved Flow
To fix this, the new flow introduces essential steps that align the process with campaign goals, ensuring a more strategic and results-driven approach.
​ A Step-by-Step Path to Success
-
Campaign Objective – Define the purpose of the campaign to establish clear goals.
-
Audience Selection – Identify and target the right users for maximum impact.
-
Channels & Tactics – Choose the most effective marketing approach to reach the audience.
-
Creative – Design engaging visuals that resonate with users.
-
Billing Details – Finalize payment information for seamless processing.
-
Review – Double-check all campaign details before launch.
-
Completion – Successfully launch the campaign with confidence.​
​
By introducing these structured steps, users gain greater control over their campaigns, ensuring they are goal-oriented, strategic, and optimized for success. This flow transforms campaign creation from a guesswork-driven process into a guided, intuitive experience— leading to better results and higher efficiency.
03
Proto-Persona: Meet Latoya: A CEO on a Mission
"I just want a simple, effective way to create campaigns that reach my audience. If I could set clear objectives and save my target groups, I’d save so much time and effort."
Latoya Johnson
Occupation: CEO, Toya’s Clothing Company
Age: 37
Location: Chicago, IL
About:
Latoya is a driven entrepreneur running Toya’s Clothing Company. With the holiday season around the corner, she’s eager to launch targeted marketing campaigns to reach the right audience and maximize sales. But there’s a problem—her current platform lacks essential tools to set clear campaign objectives and effectively target customers. Latoya isn’t looking for just another tool—she wants a solution that empowers her to grow her brand with confidence.
Goals:
-
A seamless, step-by-step campaign creation process
-
The ability to save and reuse audience data for future campaigns
-
A user-friendly platform that makes marketing effortless
Challenges:
-
No way to define campaign objectives
-
Limited audience targeting options
-
Complicated and inefficient campaign setup
04
Discovery Workshop & Affinity Map
I facilitated a workshop with 3 stakeholders, 2 product managers, and 2 designers.
​​
Key takeaways:
-
The campaign objective should dictate the user flow.
-
Users should have the option to skip the creative step and return later.
-
The upgrade process should be clear and contextual.
-
Business rules should dynamically guide user decisions throughout the process.
05
Sketching the Vision: Bringing Ideas to Life
With a deep understanding of Latoya’s challenges, I was ready to translate insights into action. My first step? Sketching the blueprint for a seamless, intuitive campaign platform. Every decision revolved around four key solution goals:
-
Objective-Driven Flow – The campaign’s purpose should guide the entire user journey.
-
Flexible Creative Process – Users should have the freedom to skip the creative step and revisit it later.
-
Effortless Upgrades – The platform should provide clear, contextual guidance on available enhancements.
-
Rule-Based Configurations – Business logic should inform user selections at every stage.
While refining the sketches, I also focused on maintaining consistency with the existing platform to ensure familiarity for users. After presenting my initial concepts to the team, valuable feedback surfaced:
-
Users need visibility into their active and upcoming campaigns – A dashboard feature should help them track progress at a glance.
This insight shaped the next phase of my design, ensuring a user-centered approach that balanced flexibility, clarity, and efficiency.
Current platform to create campaigns
Sketches for the new platform
Check out more of my work below!
.jpg)
.jpg)
06
Wireframes : A Seamless Campaign Creation Experience
I translated my sketches into wireframes using Figma, ensuring an intuitive experience.
The new features enabled users to:
-
Navigate between completed steps and edit information effortlessly.
-
Save progress automatically and resume without losing work.
-
Access visual representations of active and upcoming campaigns.
-
Save, reuse, and manage audience selections with transparency.
-
Upgrade campaign features with one-click tier adjustments.
-
Preview and confirm selections before submission.
By prioritizing clarity, efficiency, and flexibility, the platform evolved into a powerful, user-friendly tool. With these intuitive features, Latoya can focus on what truly matters: creating impactful, data-driven marketing campaigns with ease.
A Clear Path to Success
1
2
1
Real-time Progress Tracking – Latoya always knows where she is in the campaign setup. She can revisit any step to make updates seamlessly.
2
Save Anytime, Anywhere – Whether she closes the page or navigates away, her progress is automatically saved, ensuring she never loses her work.
3
3
Campaigns at a Glance – A visual dashboard keeps all her active and upcoming campaigns organized in one place.
Smart, User-Centric Features
4
6
7
5
4/7
Reusable Audiences – Latoya can save and reuse previously created audience groups, saving time and effort.
5
Targeting Insights – She can see audience details, including the estimated reach, to refine her strategy.
6
Flexible Upgrades – If she wants to level up her campaign, she can easily view tier options and upgrade with a single click.
8
8
Latoya can return to the dashboard anytime without losing her progress.
9
9
Creative Control – She has the freedom to skip the creative step and add it later or use existing assets if available.
A Hassle-Free Checkout Experience
10
11
12
10/
12
Secure Payments – Latoya can use a saved payment method, with an added layer of security requiring only her CVC.
11
Budget Transparency – A clear summary of her budget appears during checkout, ensuring no surprises.
13
13
Last-Minute Edits? No Problem. – Before submitting, she gets a full review screen to double-check selections and make any necessary changes—such as completing a creative step she previously skipped
07
Mid-Fidelity Prototype
The mid-fidelity prototype brings the redesigned campaign creation flow to life, focusing on structure, navigation, and core functionalities. It allows for early testing of user interactions, ensuring a seamless experience before refining visuals and details.
Looking Back
Owning the redesign of The Home Depot’s marketing portal was a rewarding experience. Leading workshops, synthesizing feedback, and collaborating cross-functionally strengthened my skills in:
-
Leadership & Stakeholder Communication
-
Strategic Problem-Solving
-
User-Centered Design & Iterative Prototyping
If I had continued working on the project, my next steps would have been:
-
Conduct stakeholder feedback sessions to refine the design further.
-
Develop high-fidelity prototypes for a polished, interactive experience.
-
Perform usability testing to validate design decisions.
-
Implement final refinements and launch the updated platform.
Through this project, I enhanced my ability to design solutions that balance business goals with user needs—creating a marketing platform that truly delivers results.