Case Study: Wayfair
As part of the Brand Experiences team. It was my job to help our customers find the brands that they would love. Brand Experiences centered around Wayfair’s white-labelled brands, which account for 75% of all Wayfair revenue. My team was tasked with integrations. How do we showcase the right brand, to the right user, at the right time.
Each brand comprised of a selection of products, curated on a style and visual identity. In order to get these brands in front of merchants we had to do two main things. First, we had to be able to easily integrate the brands into existing pages such as the homepage or browser. Second, we needed a way to easily communicate what the brand was, and why our user might be interested in it.
There were a few main challenges to work through such as how to simply and easily communicate the style of the brand, and showcase the breadth of the catalog.
While at Wayfair, I helped build both our design solution as well as our product solution for this problem. I created the Wayfair Automated Shop Provider or WASP for short which took in style profiles of customers and matched them with the style profile calculated for each exclusive brand. Now that we had matches, we needed a UI for each shop to help communicate that to the user. This is where I introduced the concept of Shop cards. Each card prominently displayed imagery of the style of the brand, the logo, and iconography depicting the catalog coverage.
These cards could easily be placed into carousels, or containers on various pages around Wayfair making for easy testing of impact and easy implementation for engineers.
Browse By Brand
These cards made for great entry points to dedicated brand landing pages as well as formed the foundation for another design project, the browse by brand page which you can see below.
The new page gave more navigation choices, allowing users to search brands by style, theme, room and seasonal carousels such as outdoor finds and storage upgrades. The new page also allowed for a spotlight brand showcasing top items from that brand. This page was also built to allow the brand experience team easy updates for new brands being released giving that team a new marketing tool.
Brand Preview
Each Brand card also launched a mini page, showcasing some of the top selling products from that brand as well as more imagery based on category, giving users an immersive look into the brand.
