Wayfair.com: One-Click-To-Product
Customer Job Story: I’m a female online shopper between 35 - 65 with an HHI $60K - $110K trying to discover more product on wayfair.com with less clicks.
Hypothesis: Introducing new product cards throughout a customer journey will provide quicker access to PDPs with an opportunity to “like” products. Consumers who “like” products are 66% more likely to checkout (positive conversion). It also helps the consumer more quickly discover pertinent items among the 12 million products available.
Research: How many product card variants currently live within wayfair.com? Will consumer conversion increase by adding more product card options throughout a customer funnel progression?
Research
User Flow + Customer Journey
We started white boarding all instances where product cards currently appear and also where they should appear. It was disheartening to see an online consumer might have to click 4 or 5 times before they even land on a PDP (not to mention the additional clicks they would need to get to Cart and Check Out).
Furniture > Living Room Furniture > Sofas, Sectionals & Loveseats > Sofas > SKU: ZIPC7699
It was clear the goal of one-click-to-product would be much needed, in addition to a mandatory UI clean-up.
Wireframing
In the wireframes we laid out the different type of page layouts that would house the new product card designs. This helped to establish the function needed for these new card designs as well as a clear view for the online consumer’s funnel progression from landing on wayfair.com through to their Checkout process.
Card Designs
In Sketch, we created all the UI elements in all the different scenarios we identified in the wireframing. Once we created winning designs for wayfair.com, we then rolled the card designs into the skins for our other sister brands.
Final Comps
Mobile
In terms of product design, Wayfair really is a “mobile-first” tech company that tests with mobile before rolling out responsively to other devices. Here I’ve shown the mobile mocks and after testing we rolled out to desktop.
These designs successfully accomplished our two goals of cleaning up our product cards sitewide as well as provided quicker access to product for the online consumer. We saw a huge lift in consumers adding product to “favorites” which is positive as consumers who create “lists/favorites” are two thirds more likely to convert.