Customer feedback and competitive research surfaced a user interest in shopping by room on Wayfair.com. For example, customers were interested and being able to land on a page for Kitchen and be able to see all products necessary for their kitchen.

To create the optimal shopping pathways for Wayfair customers, to ensure they thought less and bought more.

User Testing: had customers shop the site and provide feedback on their shopping experience preferences, had customer shop both a navigation organized by product type and one organized by room type and collected their preferences

Competitor Analysis: full review of comeptitor sites to see how they were providing users with product vs room navigation pathways

Data Analysis: reviewed search terms to understand customer shopping behavior,

Created the information architecture of room based navigation by grouping product types by room

Evaluated trade-offs that would come when organizing by room (current categories wouldn't be as easily accessible since they would be nested within a room)

Considered technical limitations for testing that would create disjoined experiences for an A/B test

Identified risks and presented those to stakeholders

Defined requirements to ensure design and engineering were clear about the execution needed to setup the A/B test

QA'd and user tested before launch and monitored performance during test

The results were neutral. I learned that customers wanted shop by room pathways but they also wanted the ability to shop by product.

This led to iterative testing to add a parallel shopping lane to offer customers both an opportunity to shop by product and by room. This is experience is live on Wayfair today