ASSOCIATE SELLING
Wayfair 2023
OVERVIEW
In summer of 2022, Wayfair opened its first two brick & mortar stores. The Wayfair leadership team was interested in understanding how to empower our store associates to effectively sell products in both our speciality stores and our larger stores. The problem space was undefined beyond that.
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In this project, I collaborated closely with cross functional partners on discovery and definition efforts. I then led the team from ideation all the way through usability testing. We piloted the MVP of our Associate Selling Tool to Joss&Main associates in the fall of 2023.
METHODS
Focus Group
Observational Study
Assumption Storming
Journey Map
Role Playing
Wireframes
Usability Study
RESEARCH + DISCOVERY
I partnered with our User Researcher to conduct Focus Groups as well as Observational Studies with store associates to better understand their current selling process and pain points.
I also facilitated an Assumption Storming exercise with our business partners to understand the unique needs of our yet to be launched large format store. The workshop focused on defining the core tasks of all sales associates to create a robust list of Jobs to Be Done.
KEY FINDINGS
Associates struggled with juggling multiple devices and tools to achieve their goals. This created frustration in completing simple tasks like creating a quote or getting products into the point of sale
Associates also struggled with finding the right product information to help the customer. This led them to feel unconfident while working with customers
The workshop uncovered a core requirement for our large format store: the ability to transfer a customer's shopping history to another associate in-store
DESIGN PROCESS + ASSETS
After the focus group and observational study I collaborated with our UX Researcher to document the findings in a journey map.
To brainstorm how better tools could enable a more seamless selling experience I created wireflows that combined service touch points and blockframes. The team and I validated/ aligned the team around these through an in-person role playing activity.
MVP DESIGNS
For MVP, we focused solely on the core selling requirements for store associates: enabling associates to easily find product information, create baskets/ quotes for customers, and transfer baskets into the point of sale. In the MVP iteration process I usability tested designs with store associates.
RESULTS
We launched the MVP experience in the fall of 2023. We measured success with a qualitative Pre/ Post Launch Survey as well as quantitative "do no harm" metrics.
We saw no impact to GRS, Conversion, or AOV (our "do no harm metrics)
83% of associates reported that creating quotes and exporting carts was much easier on the new tool than the old tool(s)
83% of associates reported that creating quotes and exporting carts was much easier on the new tool than the old tool(s)
The functionality of this new tool has been incredible! The team has latched on quickly and it is a user-friendly and simplified design.
- SALES ASSOCIATE
Collections are the most important feature needed to upsell or provide additional options if the current product is not fitting their needs
- SALES ASSOCIATE