PORTFOLIO
Wayfair
I headed the product design efforts for Wayfair's storefront experience for 1.5 years. My focus was on customizing the purchase experience for businesses (Wayfair Professional). In this time I had the opportunity to tackle both long-term ambiguous challenges, as well as more tactical quick wins. As Wayfair approaches all problems, we took a data-driven and user-centric approach and tackled these challenges head-on. Below are a number of examples of these projects.
BULK ACTIONS IN CART
Challenge:
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As Wayfair's share of wallet has grown and business customers' engagement increased so have their cart sizes grown. Although this is definitely the desired outcome, this has impacted cart performance and has made it harder for customers to organize, sort through, and checkout.
The B2B Power Purchasers design team was tasked with providing a simple solution that could help customers organize their carts, while a more thorough refactoring of the Wayfair cart took place on the backend.
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Action:
A solution was designed and tested that offered customers the ability to edit their carts and perform bulk actions including 'saving for later', 'removing' and 'checkout'.
Results:
For those customers engaging with the feature, there was a +1.75% increase in Basket to Conversion rate. Proving to have such a positive impact, this feature was rolled out to all business customers.
In-depth Use Case Walk Through
PROJECT MANAGEMENT TOOLS
Challenge:
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Wayfair's business customers often source and purchase products for budgeted projects. To support these project-centric experiences Wayfair sought to provide customers with features and tools to help them organize, budget, collaborate and track.
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Action:
Complementing the more visual-based card/grid layout of Wayfair's saved items (AKA Lists), a new view was offered, allowing customers to update/select qty, group/organize items together within a List, and apply bulk actions.
FLOATING ACTION BUTTON (FAB) FOR FILTERING
Challenge:
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In the past years, native apps and mobile web account for an increasing % of traffic, often surpassing desktop. With such a massive product catalog, one of Wayfair's biggest challenges has been helping our customers source the products they need easily and quickly. The use of filters has proven valuable for those engaging with it, but engagement with filters on mobile web has consistently stayed low.
Action:
We tested a simple yet highly effective feature - a floating action button (FAB).
Results:
Results were flat for a while, but interestingly we discovered that users exposed to the FAB filter converted at a slightly higher rate. But even more significant was that users that had engaged 1+ times with the FAB filter would then go on to convert at an even higher rate! There was a 3.19% increase in conversion rate. We learned that the more our customers were familiar with the FAB filter, the more they used it and the higher their conversion rate.
UNIVERSAL AND GLOBAL B2B NAVIGATION
Challenge:
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Wayfair Professional customizes its storefront experience for its business customers in numerous ways. One of the main differences that stand out is it's differentiated universal/global navigation. But analytics analysis pointed to a decline in customer engagement with the search bar alongside a low and steadily decreasing engagement with a large number of available links.
Action:
A cross-functional team tackled this project through a series of design sprits looking to explore ways to (a) make search more prominent, (b) clean up the nav by removing ineffective links, and (c) re-organizing the information hierarchy and taxonomy for both the universal and global nav.
Results:
Results showed an increase in the use of search as well as a 7.06% increase in CVR and a 6.02% increase in ATC rate!
CORPORATE STANDARDS
Challenge:
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Wayfair Professional supported businesses of varying scale. Some enterprise-level customers partnering with Wayfair required a more customized and curated experience.
In order to account for the needs of these enterprise-level clients, the B2B Power Purchasers team tasked itself with building an admin and a user-facing solution.
Action:
A cross-functional team of product managers, engineers, and a designer (me) collaborated on creating the corporate standards experience. A sub-site within Wayfair Profesional that offered customers the ability to source and purchase brand-approved products.
Results:
Corporate Standards launched and increased the orders from the first enterprise client that had opted in. Thereafter, a second enterprise-level client signed-up for the program and even surpassed the sales of the first CS customer.
In addition, the platform that was built for CS was also used to offer all businesses the ability to purchase whole rooms/spaces. This was introduced to customers as All-Set Rooms.
