Personalization Preview (Research + UX)
Platform: Mobile web + desktop
Deliverables: Research, UX recommendations, wireframes
Objective: Wayfair already sells items that can be personalized, such as monogrammed pillows, engraved glasses, and more. Product managers wanted a way to allow customers to actually see what these products would look like before purchasing them by leveraging dynamically updating 3D imagery. The goal was to raise annual revenue for this class from $5-7M to $100M.
In my research, I found that competitors were solving for this in one of two ways:
#1: Rich desktop-only experiences
While functional, this type of experience was way too heavy for the cognitive load and intent of the typical Wayfair customer and overloaded the product information page with customization options.
This prioritizes high-intent personalization users, who make up just 10% of all shoppers who may order this same product since personalization is optional.
#2: Third-party software
Most competitors utilized a customization plugin that would be launched via a CTA on their product pages.
We wanted to build our own, and scale down the number of options and confusing toolbars.
Additionally, I created a rough roadmap in order to properly scale and scope engineering and design work as we broke the project up into phases based on the types of items we carry and conversion rates for each class:
I began by taking a cue from our competitors -- using a singular "Personalize This Item" CTA that would lead to built out customization experience on a separate page. However, I felt that this treatment (seen below) was not ideal since it created an extra click for customers who wanted to personalize, and on mobile would force customers to scroll up and down repeatedly to preview their edited product.
I eventually landed on a more condensed and streamlined editing process that catered both to customers who wanted to read product information, specifications, and reviews, as well as those who were ready to customize and purchase:
The rollout of this feature is slated for Q1 2018, as it requires significant engineering lift and 3D modeling to preview customer designs. In the meantime, we developed several iterations of the design to address various types of customizable products.