The Home Depot Ecommerce Transformation
Building a digital business for growth
The Home Depot needed stronger digital leadership and a more effective ecommerce experience. I led the transformation of homedepot.com’s UX and creative organization, building the teams, processes and capabilities to support the business’s growth.
At a glance
Role: Creative Director / Senior Manager, UX, Photography & Video
Organization: The Home Depot
Team: More than 52 multidisciplinary professionals
Focus: Ecommerce, organizational development and customer experience
Business impact: Contributed to more than $200 million in revenue growth
The Problem
Homedepot.com had been without a Creative Director and Senior Manager for a year. The organization needed clearer direction, stronger delivery processes and closer alignment between ecommerce strategy and the brand.
Improving the shopping experience required changes to both the website and the organization responsible for it.
The Strategic Opportunity
Create a more coherent path from finding a product to adding it to the cart, supported by teams equipped to deliver ongoing improvements.
The opportunity connected site architecture, product presentation, content and front-end development around a shared commercial purpose.
My Role
I built and led a multidisciplinary organization spanning UX, development, content strategy and visual production.
I established feature-development processes, built the front-end development team and managed agency selection and relationships. Working with an agency partner, we introduced a style guide, redesigned site architecture and streamlined the add-to-cart flow.
The Experience
The work strengthened key parts of the shopping journey:
Site architecture and product discovery
Product-listing and detail pages
Add-to-cart interactions
Consistent visual and content standards
We also evolved content-management capabilities to better integrate the store’s product offering into the digital experience.
The Outcome
The broader ecommerce transformation helped improve profitability and contributed to more than $200 million in revenue growth in my second year.
The organization gained the design, development and content capabilities needed to support continued improvement across homedepot.com.
What this work demonstrates
Leading a customer-facing product from strategic direction through launch, aligning multidisciplinary teams and making complex services easier to use.