Wayfair Advertising Platform

Content Design • Product Design

Wayfair Advertising is a platform used by sellers in US, Canada and Europe to create and manage advertising campaigns to promote their products to shoppers. Advertising is the second largest source of revenue for the company, but only a percentage of sellers participate in the program creating a huge opportunity gap.

Problem

Each component of the legacy platform was designed as a separate product leading to a very fragmented and frustrating experience for the users. Via analyzing user feedback, we also learned that existing tools lacked basic functionalities that users require in order to fully utilize their potential. My team was given the task to completely redesign the legacy platform with the goal to unify and improve the experience.

Process

  • Conduct discovery and use the insights to create user personas, user journey map, key themes and information architecture for the new experience. Synthesize the information and present for feedback during Product Review.

  • Upon securing stakeholder buy-in, prepare low fidelity wires to test design concepts and validate our hypotheses with real users.

  • Design and test several iterations of the prototype to further refine the UI. Collaborate with the Design Systems team to problem-solve and create new components to enable critical functionalities.

  • Present progress at weekly design meetings to review each iteration with the team and ensure alignment with other parts of the experience.

  • Prepare fully annotated mockups for dev handoff, and collaborate daily with engineers to clarify interactions and ensure final product is free of bugs and works as intended.

Personas & Journeys

Information architecture & low fidelity wires

Deliverables

Ready-to-build wireframes complete with new navigation strategy, tooltip copy, and error and empty states.