lowe’s home improvement

Streamlining Pro Resources: UX for Lowe's Pro Credit & Benefits Experience

PROJECT OVERVIEW

Lowe's Home Improvement, a top retailer for homeowners and contractors, aimed to enhance the Pro credit card application and benefits experience. I led the UX design for the application flow, researched Pro user needs, and created a mobile-first benefits experience. The project focused on delivering a seamless, intuitive, and valuable experience for Pros while improving accessibility on web and mobile platforms.

THE CHALLENGE

Lowe's identified several key challenges surrounding the Pro credit and benefits experience:

  • Complex Credit Application: The existing credit card application process was lengthy and cumbersome, leading to abandonment and frustration.

  • Poor Mobile Experience: The credit application was not optimized for mobile devices, resulting in low completion rates from mobile users.

  • Lack of Clarity Around Benefits: Pro customers were often unaware of the full range of benefits available to them, leading to underutilization.

  • Inconsistent User Experience: The web and mobile experiences for accessing and managing Pro benefits were inconsistent and disjointed.

THE GOAL

Our goal was to redesign the Lowe's Pro credit card application and benefits experience to:

  • Simplify and streamline the credit card application process for increased completion rates.

  • Optimize the credit application for mobile devices to cater to the on-the-go needs of Pro contractors.

  • Clearly communicate the value proposition of the Pro benefits program to drive engagement and utilization.

  • Create a consistent and user-friendly experience across all platforms (web and mobile) for managing Pro benefits.

DISCOVERY & RESEARCH

USER Interviews

  • Conducted in-depth interviews with Pro contractors to understand their pain points with the existing credit application process, their needs and expectations regarding Pro benefits, and their preferred methods of accessing information on the job site.

Competitive Analysis

  • Researched the credit card application flows of other major retailers and financial institutions to identify best practices and innovative approaches.

Card Sorting

  • Conducted card sorting exercises with Pro customers to understand how they categorize and prioritize different Pro benefits.

DESIGN & PROTOTYPING

IA Refinement

  • Re-designed the IA for the Pro benefits section on the Lowe's website and mobile app to ensure that benefits were easily discoverable and accessible.

Interactive Prototyping

  • Developed interactive prototypes of the Pro benefits dashboard on both web and mobile to test different design concepts and user flows.

A/B Testing
(CTA placement)

  • Conducted A/B testing on different call-to-action placements and messaging for promoting the Pro credit card application.

Simplified Credit Application Flow:

  • Reduced the number of steps in the credit card application process and streamlined the information required.

Enhanced Benefits Dashboard:

  • Created a centralized dashboard for Pro customers to easily view, manage, and redeem their Pro benefits.

KEY FEATURES & FUNCTIONALITY

Usability TESTS

  • Conducted usability testing on the existing credit card application flow on both web and mobile devices to identify areas of friction and opportunities for improvement.

Wireframing & Mockups

  • Created low-fidelity wireframes and high-fidelity mockups of the redesigned credit card application flow, focusing on simplifying the steps and optimizing for mobile

Mobile-Optimized Application:

  • Designed a fully responsive and mobile-friendly credit application experience optimized for touch input and small screens.

Personalized Benefit Recommendations:

  • Implemented personalized benefit recommendations based on Pro customer purchase history and stated needs.

Increased Credit Application Completion Rates

  • 25% Increase in Credit Card Approvals: The streamlined application process and mobile optimization led to a significant increase in the number of approved Pro credit cards.

Improved Pro Benefits Engagement:

  • 40% Increase in Pro Benefit Redemption: The enhanced benefits dashboard and personalized recommendations drove greater utilization of Pro benefits.

IMPACT & RESULTS

Increased Mobile Engagement:

  • 30% Increase in Mobile Credit Application Submissions: The mobile-optimized application experience resulted in a substantial increase in mobile applications.

lESSONS LEARNED:

This project reinforced the importance of:

  • Understanding the Unique Needs of Specific User Groups: Tailoring the user experience to the specific needs of Pro contractors is crucial for driving engagement and satisfaction.

  • Mobile-First Design: Prioritizing the mobile experience is essential for reaching users on the job site.

  • Clarity and Simplicity: A clear and simple user interface is essential for reducing friction and maximizing user success.

  • Data-Driven Design Decisions: Using data from user research and A/B testing is crucial for making informed design decisions.

CONCLUSION

This project provided me with valuable experience in designing complex financial applications, driving engagement with loyalty programs, and collaborating with a cross-functional team to deliver a seamless user experience. By focusing on user needs and employing a data-driven design approach, I helped Lowe's create a more valuable and rewarding experience for its Pro customers, driving business growth and strengthening customer loyalty.

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