T.J.Maxx/Homegoods: Mobile App Home Screen Redesign

The Mobile App team was looking to improve the experience on the HomeGoods and T.J.Maxx apps, specifically with their home screens. Based on their analytics, they found that customers were not utilizing the apps to their full potential, and they thought that perhaps the home screen experience was the culprit. After collaborating with the team on priority of messaging, and their overall goals, sketches were created. Different home screen options were designed and shared with the HomeGoods brand team, with the recommended version being the most straight-forward, allowing for more content to be visible at once. Ultimately, the decision was made to move forward with the more streamlined home screen, and both HomeGoods and T.J.Maxx brand teams then added the final creative styling to the wireframes. After the launch of this new home screen, each app saw significant uplifts in daily clicks and uploads on all features within the app. The HomeGoods app saw a 1326% increase in the number of daily gift card uploads (from .73 to 10.5 per day), whereas the T.J.Maxx app saw a 766% increase for the same feature (from 7.35 to 63.63 per day).