Lowe’s - Website Redesign
Creating a Unified Digital Presence
The Challenge
Lowe’s, a $127 billion U.S. retail company, lacked a unified digital presence. The main objective of this project was to migrate 5 individual websites under a single corporate domain.
My Role
I was part of a 45-person team, spread across 4 global offices, that included visual designers, developers, SEO specialists, content writers, project managers, and sales directors. Close collaboration with:
Account Director: Jessica Dalziel
Visual Designers: Daria Kalyta and Blaine Lindsay
Developers: Aniruddhsinh Solanki, Chetankumar Sonawane, and Shalin Shukla
Content & SEO Strategists: Michael Pasco and Carter Punturi
Project Managers: Elizabeth Ratliff and Rupak Nandi
During a 1-year engagement period, I was responsible for serving as an investor relations subject matter expert and for creating the new site architecture.
My Approach
To develop the site architecture, I reviewed 6 peer websites to evaluate the content, tools, and functionality that would set Lowe’s apart from its competitors.
I used this analysis, together with direct feedback gathered during stakeholder workshops, to create a sitemap for the entire corporate estate.
After I presented the rationale behind each recommended page, we were able to secure client approval and begin development of the site.
Peer Review
A competitive analysis of 6 peer companies helped uncover opportunities for Lowe’s to stand out in the industry.
Website Reviews
A review of 5 Lowe’s websites highlighted differences in structure, functionality, design, and tone of voice.
Sitemap
The new sitemap organized content from 5 different websites onto a single, consistent structure.
The Solution
A streamlined sitemap created a single, organized platform to house a revamped design and new corporate messaging, significantly improving the user experience for all audiences.
Lowe’s can now drive their own story in a consistent tone of voice, strengthening their brand awareness with investors, job-seekers, and members of the media.
Final Product: Lowe’s Corporate Website
Lessons Learned
This was a complex project with multiple stakeholders and teams spread across the globe. Through multiple sitemap revisions, I learned how to balance client requests with recommended best practices.
In drawing on my previous experience in client service, I also recognized the value in creating a feedback loop among internal and external teams. This will help us continuously improve and enhance our products based on the experience of real users.