Home Depot - Home Services
Service Page Refresh Project
Text about this project
Analyzing Legacy Experience
Evaluations and research identified key challenges and opportunities.
Reviewed Existing Research
Navigation & Control:
Few undo/exit options; no reset feature.
Design & Content:
Sections lack visual clarity; layout and terminology inconsistent; too much information.
Competitive Analysis
Best Practices:
Provide customizable options without overload; simple, intuitive, and visually appealing design.
What Not To Do:
Disorganized options, redundant steps, and text-heavy layouts.
Assessment and Prioritization
“Avoid using subpages within the mobile product details page.”
“Avoid excessive use of ‘marketing copy’ in the product description.”
Testing & Results
Order Flow User Test
Eight participants evaluated Papa Johns’ new homepage, deal builder, and product builder to assess usability and identify opportunities to improve the digital experience.
Feedback
Users found the builder easy and familiar, appreciating the smooth navigation and clear visual indicators.
Overall, the new concept for product builder tested well and received positive feedback from users.
Issues with Legacy Experience
Design Iteration
Metrics and KPIs
Google Analytics
Average Number of Toppings Added
2.4
Completion (builder to cart)
92%
Exit Rate
1.35%
(Over 4-week period)
iOS and Android Conversion
Android
3.39% +
iOS
1.55% +
(Flutter over Legacy, rolling out to 100%)
Web Conversion
Mobile Web
6.34%
Desktop Web
14.74%
(Flutter over Legacy, at 20% rollout)