Background

In early November 2017, there was a strategic investment made by Wayfair in fostering a stronger relationship with their product suppliers. This was part of a larger strategy to differentiate themselves from other eCommerce websites. One way we did that was by providing suppliers with a tailored browsing experience called Brand pages, for customers to view their products. During this redesign there was a huge focus around how we could make our current experience more custom and provide suppliers space to express their unique brand identity.

Deliverables

Competitive Research, Wireframes, Visual Design

PLATFORM

Responsive (Desktop, Mobile) + iOS App

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Stakeholder Interviews

First thing we needed to find out was who fed the data into the current brand pages and why. We had several informational interviews with the various teams who feed the content on Brand pages. Our interviews consisted of what they believed was important for the Wayfair user on brand pages and what was not. Part of our plan was to take back those assumptions and check them against our users.

Tech constraints
Wayfair has thousands of product suppliers, who could have more than one brand each, which all have an individual brand page. Some of these pages where built using our in-house CMS technology which was buggy and required frivolous tech maintenance. CMS was used by internal personnel who would upload supplier information on their behalf. After speaking with our engineers, they believed it best to provide a solution that doesn’t include content layout control.

We aligned on building static templates with select modules for custom content. Suppliers would have the ability to upload a range of media that would reflect their brand positioning.