Elevate Conversion Rates at Wayfair by Redesigning for Clarity and Trust
Wayfair e-commerce redesign.
Role
UX Researcher,
UI/UX Designer
Target User
people who needs to buy furniture or any household item
Timeline
2 weeks
Tools
Figjam
Figma
Whimsical
Background
Furniture sales are soaring ($79 billion in 2023, growing at 5%), making Indonesia an attractive market for Wayfair. However, established brands, confusing website info, limited payment options, and delivery concerns create roadblocks. To succeed, Wayfair needs a clear website, diverse payment methods, and a reliable delivery network - key factors to turn website visits into sales in this promising market.
Overview
Wayfair is a e-commerce platform specializing in home goods and furniture. Wayfair connects customers with an extensive range of products for the home, spanning furniture, décor, appliances, and more. The company's business model emphasizes a user-friendly online shopping experience, offering diverse styles and price points to cater to a wide customer base.
Desk Research & Comparative Analysis
To understand user frustration over Wayfair im doing a research online through user review on sitejaber,trust pilot and consumer affair. on top of that i also doing some research for similar website, such as informa, Ikea, and tokopedia.com, and comparing their feature to find what differentiate and what make them better implementation.
Ikea
Using side Menu
Straightforward payment process
Ruparupa.com
Using Megamenu
Straightforward payment process
Tokopedia
Using Megamenu
Straightforward payment process
Detailed and precise tracking
Wayfair
Using side Menu
Confusing Payment process
Detailed but unreliable tracking
Interview and Preliminary Usability Testing
To gain understanding over user behavior and motivation when they buy furniture, i conducted some interview with several user. I also conducted preliminary usability testing to know their impression and how they feel when they use Wayfair.
Task
Login
Search Item using search
Search Item based on category
find sale product
find product of some specific brand
find product for specific room
find product with specific style
add and see Wishlist item
filter product
check out
Track order
Task
1
2
3
4
5
6
7
8
9
10
11
User 1
3
3
3
3
3
3
3
3
3
3
3
User 2
1
3
2
2
1
1
1
1
1
1
1
User 3
2
3
1
3
3
3
3
3
3
3
3
User 4
2
3
1
2
3
3
3
3
3
3
3
User 5
3
2
1
2
2
2
2
2
2
2
2
Succes Rate
100%
100%
60%
73.33%
33.33%
60%
46.66%
80%
100%
100%
86.66%
Average Success Rate
76.36%
Findings
After doing interview and preliminary user testing i’ve come up with some insight of the user pain point and their expectation for Wayfair.
pengguna ingin mencari produk yang sesuai kebutuhan mereka ssecara efektif & efisien
Pengguna kesulitan menggunakan sistem kategori
pengguna punya kebiasaan membeli produk dengan style tertentu
user merasa promo yang ditampilkan kurang informatif
pengguna lebih prefer untuk membeli produk yang lebih hemat
Pengguna biasanya membeli dari penjual yang trusted/ kredibel
Pengguna membutuhkan kepastian spesifikasi barang dan kualitas barang yang dijual
Pengguna biasa untuk membandingkan antara beberapa produk
user membutuhkan metode pembayaran yang beragam
Wireframe
Style Guide
Typo-
graphy
Work Sans
Regular
Semi Bold
Bold
XL 24 px
M 16 px
S 14 px
XS 12 px
Color
Primary
#F8EBFF
50
#7700FF
800
Grey
#F8F9FA
100
#CED4DA
400
#6C757D
600
#171A1C
900
Warning
#FFE9B9
50
#FFB800
800
Error
#FEE6EC
50
#F8285A
800
Success
#E8FCEF
50
#17C653
800
Home Page
simplified its categories, highlighted sale products, and added design inspiration to the homepage. These changes are designed to make it easier for customers to:
Find products: The new categories are more intuitive and easier to navigate.
Get deals: Sale products are now prominently displayed on the homepage.
Get inspired: The new design includes inspiration for home design projects.
Product Details
improved product pages to make it easier for you to choose the right furniture:
Clearer product information: You'll find all the important details about the product, like size and materials, presented in an easy-to-understand format.
Comparison feature: Thinking about two similar items? See them side-by-side to make the best choice.
Customer reviews: Read what other buyers think of the product before you purchase.
Payment
Worry free when buying furniture online. To ensure this, they're improving the order summary:
More payment options: They're adding more ways to pay, so you can choose a method that works best for you.
Clear order details: You can easily review everything you're buying before confirming your order.
Delivery confirmation: Double-check your delivery address to make sure your furniture goes to the right place.
Choose your delivery service: Pick the delivery option that suits your needs.
Track Order
waiting for your new furniture can be stressful. To ease your mind, they're improving the order tracking page:
Simpler Status Updates: Clear progress bars and timelines show exactly where your order is in the delivery process.
Live Tracking (when available): See the location of your package (if available) to plan your day.
Before
After
Usability
Testing
Task
Login
Search Item using search
Search Item based on category
find sale product
find product of some specific brand
find product for specific room
find product with specific style
add and see Wishlist item
filter product
check out
Track order
Result
Task
1
2
3
4
5
5
5
5
5
5
5
User 1
3
3
3
3
3
3
3
3
3
3
3
User 2
3
3
3
3
3
3
3
3
3
3
3
User 3
3
3
3
3
3
3
3
3
3
3
3
User 4
3
3
3
3
3
3
3
3
3
3
3
User 5
3
3
3
3
3
3
3
3
3
3
3
Succes Rate
100%
93%
100%
100%
100%
100%
100%
100%
100%
100%
100%
Average Success Rate
100%
