As Wayfair moves into omnichannel, being able to book an appointment and provide project details in advance builds credibility with the customer before they enter the store. It assures them that we can work around their needs and schedule and that someone will be ready and available to assist them with their project when they arrive.
Through our competitive research, we have found that all of our core competitors offer this feature. Aside from being key to a strong customer experience, it will also help stores understand how best to staff the sales floor and provide ample time to prepare for sales interactions with high-intent customers.
Before this work, the only way for a customer to book an appointment is to call the store and share their information over the phone with an associate who will book an outbound appointment.
The Team: Doria F. (Design Manager), Kellie K. (Product Lead), Jaden H. (Engineering Lead), Reema D. (Business Lead). Laura W. (Retail Ops).
My Role: Design Lead responsible for Design Strategy and UX work to deliver new customer-centric omnichannel features.
By geotargeting their location and offering them a unique online booking experience to get them to a physical store, increasing awareness while streamlining the booking process for automation.
Context
Indicative
Value
Project types are indicative of lead value e.g., customers working on bigger projects. While the medium and low-value customer is usually purchasing a few or single items.
High-Value
3 of 4
Leads come for a space design.
Space Design
25%
Of converted leads for space design
Bookings
~10%
Of customers visit the landing page and complete a lead submission.
Discrepancy
30%
Of bookings lead to requesting non-design services help, leading to general sales assistance.
Context
None
A designer kicking off a customer project does not have the context of what a customer needs to offer the right level of support.
Low Friction
Support a speedy virtual program launch.
Convenience
Elevate the scheduling experience to increase customer awareness of omni options.
Control
Rebuild a scalable landing page that discourages low-quality leads and provides clarity on program offerings.
Clarify
Provide clear expectations of processes and benefits.
Scale
Adopt a flexible page architecture that enables scale and brand tailoring.
Capture
Seamlessly capturing more project details (i.e. style, scope, space).
Strategy
The team will iteratively redesign a new Design Services landing page experience by:
Summary
Scale omnichannel design services. In June of 2022 Wayfair expanded access across Specialty Retail Brands for customers to discover design services while shopping the core funnel easily. The pitfall was that customers now have two channels to get design help, online and in-stores, but the landing page only offers virtual. This hinders organic discovery of the store channel. Additionally, expanding into more complex/reno types of projects leading into the Wayfair store launch, we’ve learned that the higher the perceived complexity of a project then the more customers have a propensity for in-person help if it’s available.
We’ll continue to adhere to the following principles created when we redesigned the landing pages for the virtual offering with a small tweak in italics:
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Quickly Communicate Customer Benefit: Upon entry to a page, customers should be able to quickly grasp the benefit the program offers for their shopping journey.
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Easy for customers to find answers: It should be easy for customers to research what the program has to offer and reach out for help so they can pursue design assistance in the channel of their preference when they feel ready to do so.
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Provide guidance that inspires. Throughout the page, we should lean into content and imagery that helps clearly communicate what we’re offering in a fun way that attracts qualified customers.
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Strengthen confidence in the program. We should instill trust in our ability to partner with customers and match their needs with the right design experts, products, and services.
Scaling in-store booking to the design services landing page will shift in leads going to retail while also observing a net increase in leads across programs from customers with a preference for in-person interactions.
KR1 Increase appointments for retail design services
KR2 Increase high quality leads for virtual design services
KR3 Develop an omnichannel marketing strategy
Problem Alignment
Research
Audit current Wayfair and Specialty Retail Brands landing pages across platforms
Look at what competitors are doing
Study current system components to identify needs.
Geo-targeting flow
The landing page was not being re-invented or revolutionized. It was being enhanced. To better understand what recommendations to provide, I wanted to go through the flow of a first-time customer and a returning customer.
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What kind of information is essential to both user types?
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Are new pages necessary for in-store appointments?
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Where are possible friction points?
Salesforce Technical Flow
Starting point Brand Tailored landing page layouts
Contentful page architecture allows businesses partners to manage brand experiences.
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How might we make it easier to sort project-types to the right designer?
Incorporating mandatory project-type cards that make it easy for customers to select what they need and removing the manual process of assigning projects to designers.
Hypothesis: 'Single room or outdoor space' and 'Room refresh' could be confusing. Action: The usability Test of 10 users confirmed the hypothesis and was removed in the final site design.
MVP Flow 1
Single Call-to-Action on the landing page. In-store or virtual options separate page.
Landing Page Geofence Radius
I collaborated with the retail marketing team to agree on a 45-mile radius as an extended trade area that we will use as a reference for on-site marketing and experiences.
MVP Flow 2
Double Call-to-Action on the landing page.
Single Call-to-Action
Dual Call-to-Action
User Testing Proof of Concept
I had an assumption that single CTA helped with the absorption of clarity but a double CTA helped in surfacing visibility to the program immediately. I used usertesting.com to conduct a study on which flow is preferred. In order to provide a recommendation. Complete study here
Omni Design Services Landing Page Usability Testing Results
Users were asked to complete a series of tasks for requesting either an in-store or virtual consultation. All participants were given both versions of the flows (flow 1 - Left - Single CTA, and flow 2 - Right - Dua CTA) for the high-level ask in alternating order (1/2 went through flow1/single CTA first and 1/2 went through flow 2/dual CTA first).
Feedback/Suggestions
When users completed each flow, they were prompted if there were anything they would like to change.
Virtual: 3 participants said No, 1 Participant wanted to upload photos, 1 participant wanted to know more about the process and time commitment.
In-store: 3 users wanted to be able to provide more details about the project like uploading photos. 2 Participants said No, 1 Participant wanted to see hours of operation for each store.
Flow Preference
Virtual: 3 out of 5 preferred Dual CTA’s noting they liked seeing the virtual option at this state and reducing the extra step, 1 out of 5 preferred Single CTA “even though it's an additional click, I just think it
looks a little bit cleaner” 1 out of 5 identified both as the same with “no major differences” and didn’t mind having the additional page.
In-store: 3 out of 6 preferred Single CTA’s, noting that it was simpler and easier to get started and appreciated the additional breakdown of information on the following page “yes, you're adding more information, but sometimes more information is what you need”. 3 out of 6 preferred Dual CTA’s noting that they liked seeing options at the first page and the convenience of cutting down the steps.
Feedback/Suggestions
Flow 2 Dual CTAs: While there was not a clear consensus on flow preference and users did not identify any major differences between the two flows. The feedback indicates that dual CTA’s are more discoverable and sets better expectations.
There were no friction points or areas to improve from the current strategic flow. The ability to upload photos happens further down the engagement funnel.
New Component Matrix
Overview of the new components that were created.
Final Designs
Implemented Dual CTA's when a customer is 45 miles from a store and project-type cards.
The example shows AllModern but the new design adapts to all specialty brands + Wayfair.
Service Design, Product, UX, Research
Work
Wayfair
Company
Year
2022-23
Omni Consultations
How Might We
Make it easy to offer customers the option to go in-store for interior design help if they are located near a physical retail store?
Impact: The sample of 3 physical stores is too small to measure for design services (note: role ended in 01/23).
Whiteboarding
