Content Personalization
I was assigned to a brand new workspace/team that is in charge of providing technology solutions that enabled and supported content personalization across The Home Depot's digital platforms.
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1. Understanding Through Research & Synthesis
The first step was to understand the digital landscape of THD and any personalization efforts happening, but also what other companies are doing in the industry. I conducted several interviews, focus groups, and secondary research to gather information about approaches, pains, blockers, and more when it came to personalizing content. Below are some screenshots and artifacts of the research data.
Note: Some information is blacked out to protect company information.
Remote affinity mapping of the research data done with my team, using Miro.
This is a comparative table I created based on some of the research data to showcase the pain points experienced across several teams. This helped gain alignment and understanding on the most prominent and common issues.
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2. Defining, Framing & Ideation
Based on the research, I facilitated workshops and created artifacts to hone in on what problems and software solutions we should explore or design for content personalization. These included personas, journey maps, and more.
Note: Some information is blacked out to protect company information.
Artifact I created to show the holistic picture and system of personalized content.
Artifact I created to show the content and software model needed to successfully personalize content.
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3. Information & Systems Architecture
Once there was alignment and product agreement on the priorities in the solution and scope, we started working with a team to create the architecture of a new software solution that allows users to create content and target it to specific audiences.
Ideation of architectural concepts with our team on Miro.
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4. Design Sprint: Design Studio, Rapid Sketching, Prototyping, and Testing
After laying out a rough understanding of the system's architecture for both front and back-end, I facilitated design workshops and sprints to quickly bring out design ideas for both the front end interface and the back end approaches. From there, I sketched final ideas, prototyped, user tested the prototypes, and iterated a number of rounds.
Note: Most of these are preliminary concepts. Final prototypes and wireframes are excluded to protect company information.
From testing prototypes, I created a user test report with consolidated data of user feedback.
Here are some quotes from the feedback received:
"Wow, can't wait 'til it's implemented. It's a big improvement [compared to the old experience]."
"This is like night and day [compared to the old experience]."
"Overall, building-wise (content-building), I feel like it's gonna be much easier and faster."
"I personally think it's a large improvement from what we're working on now. Even just in this state (prototype), it's great. With the improvements we've mentioned (in user testing feedback), it'll be great."
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5. Hand-Off, Build, and Rendering
Our software applications work in conjunction with other software systems that help render and display the content from our application onto platforms like thehomedepot.com. We worked with rendering teams from different digital platforms to make sure that our applications are built to flow seamlessly with theirs so customers can see personalized marketing content.
The Home Depot home page as an authenticated user, that contains displayed content published using our applications.
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Headless Content Management Systems
I also provided UX support for other content management systems. Below are some deliverables supporting 3 different content management systems.
Here is some of the content rendered by the systems I supported:
- And several others pages on THD.com & the app
Display of article and how-to content published through a CMS application I supported.
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Facilitated Workshops
Screenshots and photos of several remote and in-person workshops I created and facilitated for both personalization and other projects.
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Logo Design
Designed several logos for different enterprise software and organizations.
Below is a logo that won in a competition for a new software application: Nova.
