Growing the Pro Customer Business for a Fortune 100 Home Improvement Retailer by Dimeji Onafuwa

Service Design | UX Research | Journey Mapping | Enterprise Strategy

Overview

As Principal UX Research and Service Design consultant, I partnered with a Fortune 100 home improvement retailer to better understand its professional customers and improve how they engaged with the company's digital and in-store experiences.

Working alongside a design management consultant, two internal UX designers, and cross-functional stakeholders, I led the research strategy, designed the research plan and protocols, conducted field research, synthesized insights, and helped shape the organization's service strategy.

The Challenge

The company wanted to strengthen relationships with professional customers but was relying on several assumptions about who these customers were and what influenced their purchasing decisions. Existing segmentation, loyalty strategies, and digital experiences were not adequately reflecting how professionals actually worked.

Phase 1: Discover

I developed the research plan and discussion guide, then traveled across multiple states to conduct qualitative research with 29 professional customers.

Research activities included:

  • In-depth interviews

  • Contextual inquiry

  • Ride-alongs and field observations

  • Journey mapping

  • Persona exploration

This phase revealed that purchasing behavior was influenced by far more than spend volume, price, or convenience. Community relationships, business maturity, and work practices all shaped customer loyalty and decision making.

Phase 2: Validate & Co-Design

Using insights from the first phase, we returned to the field with a smaller group of participants for deeper contextual research.

Activities included:

  • Spend-mapping exercises

  • Observation of estimating and quoting workflows

  • Wireframe evaluations

  • Early concept testing with customers

These sessions uncovered important gaps between the company's internal assumptions and the realities of professionals' day-to-day workflows, leading to improvements in proposed digital experiences.

Phase 3: Synthesize & Model

I led the synthesis effort by analyzing interview data, building affinity maps, clustering insights into themes, and developing customer models and personas.

Together, the team identified:

  • Distinct professional customer archetypes

  • New drivers of loyalty

  • Opportunities across the end-to-end service journey

  • Areas where digital and in-store experiences could better work together

Phase 4: Strategy & Organizational Adoption

Working with stakeholders across the organization, we translated research into actionable recommendations, service models, and an adoption roadmap for executive leadership.

The work informed future investment across:

  • Omnichannel customer experiences

  • Loyalty and rewards strategy

  • Quoting and estimating workflows

  • Digital product improvements

  • New revenue opportunities

My Role

  • Principal UX Research Consultant

  • Service Designer

  • Research Strategy & Planning

  • Field Research Lead

  • Contextual Inquiry

  • Journey Mapping

  • Research Synthesis

  • Persona Development

  • Executive Readouts

  • Service Strategy & Roadmap

Co-Designing With PTU using Recommoning Tools by Dimeji Onafuwa

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Portland Tenants United is a local collective comprising of tenants as well as a few landlords agitating for policy changes with housing, as well as attempting to redefine the relationship between landlords and tenants by creating better mechanisms for negotiation. They aim to intervene at different levels of the problem. PTU forces the issue that housing is a fundamental human right, something that we all need to survive, by mobilizing tenants to build a counter-power to the “landlord lobby.”

PTU has enjoyed a few recent successes, one of which is an amendment to what is called the Relocation Ordinance (Ordinance 188219), which was passed on February 3, 2017 to provide protections for tenants facing no-cause evictions. The amendment added a clause that mandated relocation assistance when these tenants are involuntarily displaced . While modest, these additions to the law are quickly becoming a legislative template for other laws in Washington State as well as other parts of Oregon. However, PTU members are well aware that these laws, while they are modest gains, need to be ratified and made permanent. Through a series of workshops, they are looking at different ways of converting these temporary laws into permanent cultural shifts. For example, they are investigating ways to reward positively deviant landlords with “tenant-approved” seals that indicate their commitments to tenant rights.

When it comes to getting their message across to neighbors and others living in the community in order to build solidarity, PTU members struggle to achieve this objective. They are having problems with engaging willing landlords, homeowners, even a minority of tenants to be advocates for change as well as to understand that tenancy is a fundamental human right. They have tried expanding tactics such as door knocking strategies to overcome this shortcoming. They also flyer neighborhoods as a means of direct action for tenant emergencies that need immediate response. PTU also struggles with issues of minority representations as well as racial disparities with their effort. For example, a lower income African-American tenant will struggle with activism because of the fear of disproportionate blowback or even more dire consequences. As a result, they are more reticent to join a public protest and act in the best interest of the whole. Another issue for them is to be able to find other rental housing if they were in fact to be evicted. In this regard, members of PTU are often confronted with their privilege, as they continue to struggle with finding ways to engage other renters much unlike them to participate in working on making tenancy a commons.

The workshop exercises with the Portland Tenants United were conducted at a community center in a local church in Portland Oregon. A total of 12 participating members attended. The participants were divided into two tables of 6 individuals each. The tables were arranged in a way that allowed individual members to be able to see each other and to talk across the table. The workshop was in three parts (which was presented as three “acts”). Recommoning cards were redesigned for the purposes of the workshop. The workshop with Portland Tenants United took a total of three (3) hours.

After collective governance rules were established, workshop participants were asked to select from four dilemmas and negotiate the stalemates. These negotiations were done within open and closed rule systems. During both open and closed rule options, the participants were presented with additional information that was re-introduced into the discussions.

Outcomes

The outcomes for the Portland Tenants United workshop included:

Capturing Narratives

Poster or postcard for potential/current tenants to write narratives around housing from personal stories. Members wrote “love letters” to the city of Portland.

“Tenant-Approved Landlord

Many of the workshop participants were initially reticent to participate engage willing landlords. But through the course of the workshop, as well as the scaffolding process they were able to reverse their judgement on what such participation would look like. Participants were able to express the characteristics of a landlord ally, and potential modes of engaging them. However, many participants still remained skeptical about cooperating with landlords, and believed that most landlords were motivated entirely by profit. They explored scenarios, and through the letter writing process to the city of portland, they began to create ideas about what it could mean for the city of Portland Oregon to have a “tenant-approved landlord.”

Improving door-knocking strategies – door knocking kit

Another important outcome from the workshop was the need for a door-knocking kit that will help their door-to-door campaigns. The kit was to be able to provide skeptical landlords with information about being a “tenant-approved” landlords, to work with neighbors in the communities being represented to explain how the might be able to participate, and finally a “door knocking kit” displaying door-knocking strategies as well as the ethics and challenges will be able to allow direct action unionizers to make a case for tenants about the need to participate and build counter-power measures to the “landlord lobby.”

Value in the hybridity of modalities for “recommoning”

One clear outcome was the importance of a hybridity of modalities for recommoning. They include, but are not limited to, the personality of face-to-face discussions as well as the privacy of the autonomy and pseudo-annonymity that online platforms afford in private discussions. These private communication spaces  should have a “request – notify – enter” mechanism.

A more honest platform

A recommoning platform should also be honest – and should share data equitably and within context.

Platform design

An important future implication for recommoning is with the creation of platforms that might be used to reclaim resources. For example, understanding how the different roles and negotiation structure might influence the creation rules around an online platform, how these shifting roles might be built into a system as well as how these differentiated roles may be distinguishable as absorbed roles or assigned roles.