With a firm grip on the independent contractor consumer base, Home Depot hoped to expand their influence on the DIY market which Lowes had so successfully captured. Instead of copying Lowes’ formula, we found opportunities to expand services that Home Depot already offered and made them more visible to the stores’ customers. We recommended dividing customer touchpoints, pushing contractors to backstage service and DIY hopefuls to front-stage services. Home Depot would then refer DIY users with complex projects to vetted contractors.