Ferguson.com Login HomePage

Design Research | UI Design | Front-End Code

About the Project

The project came about as a result of a login timeout issue where customers accessing the site were not logged in and therefore not seeing their price. I wanted to take the opportunity to also explore using the home page as an acquisitino channel since customers could not purchase products without being logged in.

The Problem
Help Ferguson customers log into their account when they land on the home page.
There was already a lot of research done that helped inform what was needed for this work. I also did some competitive analysis and Baymard research to support any design decisions I make.
I worked with Merchandising, Product, Marekting and Senior leadership to identify business needs. I went through a few iterations on the design including a very stripped down version of the site that removed search and navigation keeping actions limited to logging in or creating an account.

I performed a user test on the design to confirm that users understood what they needed to do when they arrived on the home page.
Main Takeaways
This was a true test of business expectations and did spark many discussions around acquisition of customers. After multiple iterations and convesations, buy-in was never achieved for this strategy.

The final design rolled out only ended up being the hero and “Where we serve you”. This made the login form more prominent and achieved the product team goals.