Project Duration: 2 sprints (2 weeks per sprint cycle)
Team Role: UX Designer in partnership with product management, content strategy, analytics, and development
Project Brief: our team's product manager had an idea for a new page that serves as a hub for users' recent actions on Wayfair. On the Wayfair site, a Recently Viewed 'board' existed within a feature called Idea Boards, but it was difficult to find and historically had low engagement. Our PM's hypothesis was that having a page with additional recently viewed features along with more prominent access from the header would lead to improved down-funnel metrics. The KPIs examined in this project included: engagement with the page , product view rate, navigation efficiency, add to cart (ATC) rate, and conversion rate.
Research & Deliverables: competitive analysis, remote user test of competitor's browsing history page, wireframes
Project Summary: to start off this project, I conducted a competitive analysis of similar features on other sites and more broadly of 'feed' / 'hub' examples for design inspiration. I then launched a quick remote user test to gauge users' impressions of a competitor's browsing history page to inform the recently viewed features and information hierarchy. Our team's content strategist, PM and I together finalized the recently viewed features for MVP and the information hierarchy of the page within the technical constraints of currently available back-end data. For the design, we were able to leverage existing components from the Wayfair site for the entire page, which made for a seamless transition into front-end development. In the A/B test, our Recently Viewed page performed significantly better than the original Recently Viewed board with lifts in ATC (up 15%), conversion rate (up 7%), and product view rate (up 8%), in addition to having overall high navigation efficiency and a lower exit rate (down 13%).
Current Status: this responsive page is live on the Wayfair site. Take a look on desktop, tablet, or mobile here.
More detailed process to come
More to come soon!