Wayfair
Wayfair’s platform was built for single-item discovery. The customer it wasn’t built for was the one running a renovation. Research showed more than half of homeowners had active plans at any given time, in a $240B home renovation total addressable market. That customer was already coming to Wayfair. The platform just wasn’t ready for them.
Upon joining as Head of Experience Design, Tools and Services, my product partner and I assessed the opportunity together, ran a workshop to build the initial case, and grew a cross-organization coalition to go after it. Project Shopping became the program that held it together.
Design Services
Customers couldn’t bridge inspiration to action on their own. The pilot had a 4% form submission rate and most leads went nowhere. A journey-mapping exercise identified the two places customers fell away, and we changed what the intake form was trying to do: from data collection to customer matching.
We tested before we scaled. Submissions up 27%. Medium to high quality leads up 41%. Rolled across five brands, same architecture, different expression for each audience. Design Services became one of the program’s primary revenue contributors, reaching a nine-figure annual run rate in 2023.
Large Parcel
Customers buying a $1,200 dining table could see when it would arrive but had no idea how. Delivery information was buried, options were presented in internal language, and customers were dropping off.
With Cyber 5 four weeks out, I worked hands-on: audited the experience and partnered with the Commerce team to bring over 200 service-level options down to five. Delivery clarity moved above the fold in plain language. Shipped on time with meaningful incremental revenue impact.
Scope
Project Shopping also encompassed AR Visualization, selected as a pre-installed demo across US Apple stores, and Home Services, a two-sided marketplace for assembly and protection services that exceeded a significant revenue milestone for the first time in 2022.