Create an environment that celebrates what consumers really want: to feel like experts.

The Story

The Home Depot had aisles and aisles full of great, useful products—but while the store had evolved to take operational efficiencies and unique inventory challenges into account, the consumer experience had fallen to the wayside. Navigation was a recurring stumbling block in the customer journey and shoppers had to rely on staff to communicate product benefits.

Our design strategy focused on ensuring the target audience’s desire to feel like home improvement experts was reflected in the store environment. Starting with The Home Depot branded “Centrals”, we created hubs for customers to find inspiration and source product knowledge across categories. We also grouped complementary products together, introduced innovative touchscreen kiosks, and added educational signage throughout the store. Ultimately, we created a more intuitive and informative space that supported the goals of all consumers, from professional contractors to DIYers.