The Home Depot | HVAC Lead Form Usability Test
Project Objective
Assumptions and Problem Context
Customers looking to install or replace an HVAC system might feel frustrated by how overwhelming and time-consuming the process can be, especially when it comes to navigating online forms. Some of the assumptions we’re making include:
Users might abandon the form because the language isn’t clear, there are too many steps, or the experience isn’t optimized for mobile devices.
Simplifying the process could make it easier and more likely for users to complete.
The current multi-step form might not match what users expect in terms of efficiency and usability.
This project focused on testing whether a single-step lead form could address these potential pain points and ultimately make the experience better for customers.
Case Study
In collaboration with the content and UX research teams at The Home Depot, I contributed to a usability test aimed at comparing two different design layouts for the HVAC installation lead form: a multi-step form and a new single-step form. The goal was to evaluate the usability of the current multi-step form versus the single-step design to see which layout would improve the user experience, reduce drop-offs, and generate more leads on mobile devices. Throughout the project, I worked closely with and received valuable guidance from the research team to ensure a thorough and effective testing process.
Role
Analyst, responsible for gathering, analyzing, and presenting qualitative research.
Research Goals
Evaluate participant expectations of the CTA language, “Get a Quote” vs. “Free In-Home Consultation”
Identify pain points with the current multi-step lead form.
Test the usability of a single-step lead form.
Identify which lead form users prefer.
Methodology
Participants were tasked with completing two versions of the HVAC lead form on a mobile device.
Participants
Six participants were recruited through UserTesting.com.
Each test lasted 30 minutes.
Research Project Timeline (Click on the image to view the Miro board)
Usability Testing Strategy
The approach focused on conducting moderated usability tests with six participants to gather detailed feedback on both lead form designs. With the guidance of the research team:
Developed the project plan to structure the usability test
Wrote the test script to guide participants through the tasks
Synthesized participant feedback to ensure the findings were clear and actionable
By following the research team’s direction, I aimed to provide insights that could help inform future improvements in the lead form design and user experience.
Multi-step form (Prototype provided by Research team)
Single-step form (Prototype provided by Research team)
Design Solution
We compared two prototypes: the current multi-step form and a new single-step form. The objective was to assess which design offered a better user experience and better aligned with user expectations.
Multi-step Prototype (Current Layout):
CTA Language: "Get a Free Quote" on the HVAC install national page
Form Layout: Each question appears on a separate page
Flow: HVAC-related questions are first, followed by personal information
Single-step Prototype:
CTA Language: "Free In-Home Consultation" on the HVAC install national page
Form Layout: All questions appear on a single page
Flow: Personal information comes first, followed by HVAC-related questions
After testing both prototypes, we synthesized participant feedback using affinity mapping and identified key insights. These findings were compiled into a research document, and we prepared a presentation deck to share the results with the content and research teams. The goal was to provide clear recommendations based on the feedback gathered.
Affinity map to synthesize user feedback (Miro board)
Participant 2 walking through the one-step form prototype (UserTesting.com)
The Technology
Microsoft Office, Miro, UserTesting.com
The project leveraged several key technologies:
Prototypes: Created by the research team, representing the current multi-step form and the new one-step design.
Usertesting.com: Used to conduct moderated tests with participants, providing a platform for capturing real-time feedback on both form layouts.
Miro: Used to create affinity maps, organizing participant feedback into clear, actionable insights.
Presentation Tools: Utilized to create a deck summarizing the research findings, ensuring effective communication to the content and research teams.
Final Thoughts
The guidance from the research team was key to making these usability tests a success. Using tools like UserTesting.com and Miro made it easier to gather and analyze feedback effectively. The results showed that the one-step form performed better than the multi-step version, especially on mobile devices. These findings sparked additional testing on other service pages to explore how similar changes could improve the user experience.