Home depot loyalty program

Winter 2021 | HCDE 313: User Research | Sponsored Project

Overview

The Home Depot had limited research on their loyalty customers, and they wanted to understand more about the Do-It-Yourself (DIY) customers. DIY customers were just beginning to join the loyalty program, and they felt like they wanted to change the format of the loyalty program.

The goal of this study is to uncover how DIY customers and Pro-Xtra DIY members interact with the currently loyalty system to improve engagement. How can we improve the Home Depot’s Loyalty Program to incentivize DIY customers and address their motivations and needs to encourage them to join or stay in the program?