Member Experience
Strategy & Experience Leadership
The Home Depot Pro Xtra is Home Depot’s loyalty and value ecosystem built specifically for professional customers—contractors, remodelers, and tradespeople—designed to reward repeat spend, simplify job management, and deepen long-term relationships with the brand.
As Principal UX Designer, I led the end-to-end experience strategy for Pro Xtra, evolving it from a traditional loyalty program into a holistic digital platform. I owned the customer journey across touchpoints and directed agency partner Work & Co, hiring and guiding their team to develop forward-looking UI concepts aligned to our strategic vision.
Case Study 1 - Pro Tiers
Turning Customer Friction into Strategic Direction
To strengthen the Pro Xtra experience, I led a structured evaluation of CSAT trends, behavioral data, and direct customer feedback to uncover systemic pain points. By synthesizing quantitative signals with qualitative insights, I helped reframe isolated complaints into clear strategic opportunity areas—shaping roadmap priorities and elevating the loyalty experience to better serve professional customers.
From Transaction to Relationship
I co-created the experience principles that guided Pro Xtra’s evolution—shifting the focus from reactive rewards to curated, meaningful engagement. These principles shaped roadmap priorities and cross-functional alignment.
Activating Engagement Through Moments That Matter
Grounded in customer feedback, I helped design a future-state Pro Xtra experience focused on high-impact moments across the lifecycle — turning transactional interactions into relationship-building touchpoints.
The Solution
Rewards Hub
Concepted and managed a team of UX designers to meet experience standards and quality to fit the needs of the fitting the customer and use needsgoals.
Findability
Benefit awareness
Simple Perk Redemption
Onboarding
Benefit Awareness
Challenges & Gamification
Pek Selection
The Results
The introduction of tiers transformed Pro Xtra from a transactional rewards program into a scalable loyalty ecosystem. By aligning spend thresholds, benefit structures, and key customer touchpoints, the program created a clearer path to recognition and deeper engagement for Home Depot’s professional customers.
Case Study 2
HD Pass
HD Pass reimagined Pro Xtra at point of sale by consolidating authentication, rewards, and payment into one streamlined digital pass. The result was a faster, frictionless checkout experience designed for the speed and efficiency demands of professional customers.
Store Systems
Because each store system functions differently, the experience had to be thoughtfully orchestrated across self-checkout, traditional registers, and the Pro Desk. The work required translating a unified design vision into multiple operational contexts without compromising speed or clarity.
