Company Sponsored Project

Wayfair Ad Dashboard Optimization

Smarter Ad Analytics for Wayfair Suppliers

Wayfair Ad Dashboard Optimization

Smarter Ad Analytics for Wayfair Suppliers

Wayfair Ad Dashboard Optimization

Smarter Ad Analytics for Wayfair Suppliers

A goal-driven redesign of Wayfair’s supplier ad platform to improve campaign clarity, automate diagnostics, and boost marketing ROI.


In partnership with Wayfair, our team reimagined how sellers interact with their ad campaigns, shifting from data overload to actionable insights. By introducing goal-based campaign creation, automated root cause analysis, and a gamified product launch experience, we created a system that empowers suppliers to optimize performance with clarity and confidence.

A goal-driven redesign of Wayfair’s supplier ad platform to improve campaign clarity, automate diagnostics, and boost marketing ROI.


In partnership with Wayfair, our team reimagined how sellers interact with their ad campaigns, shifting from data overload to actionable insights. By introducing goal-based campaign creation, automated root cause analysis, and a gamified product launch experience, we created a system that empowers suppliers to optimize performance with clarity and confidence.

Timeline

Timeline

4 months

4 months

Tools

Tools

Asana

Asana

Mural

Mural

Google Slides

Google Slides

Team

Team

Hasneet, MBA

Hasneet, MBA

Jihoon, CS

Jihoon, CS

Shai, CS

Shai, CS

Zhilin, CS

Zhilin, CS

Jiyeon, UXD

Jiyeon, UXD

Disipline

Disipline

UX Research

UX Research

UXUI Design

UXUI Design

Product Strategy

Product Strategy

Problem

How Might We…

HMW enable Wayfair suppliers to extract maximum value from the ad platform, maximizing their top line and  boosting their marketing ROI?


HMW boost the contribution of the Ad Sales Platform to Wayfair’s overall topline?

Research

User Interview

We interviewed Wayfair’s Account Managers and Ad Sales team and identified key gaps in how sellers set goals, interpret performance, and receive support, insights that shaped our problem statement around clarity, visibility, and self-serve optimization.

3 Key Problem Statments

01

Lack of Categorization Based on Seller Goals

Sellers couldn't define clear goals when launching a campaign, making it difficult to measure success.

02

Difficulty Understanding Campaign Performance

Campaign metrics were presented in an overwhelming and aggregated way, with no clear structure.

03

Lack of Clarity on Campaign Optimization

Sellers didn’t know what to fix or where to focus their efforts.

Understanding the Current Platform

We examine Wayfair’s existing ad platform to understand how we could address the core challenges. We walked through the seller experience to identify where it fell short in supporting goal-setting, performance clarity, and campaign optimization.

What we noticed…

01

No Goal Alignment

Sellers couldn’t define or track specific objectives like awareness or conversion.

02

Data without context

Metrics were presented in bulk, without breakdowns or insights.

03

No prioritization

Campaigns appeared in a flat table, making it hard to know where to focus.

04

Lack of diagnosis:

The platform showed performance metrics, but offered no explanation or next steps.

Ideation

Brainstorming!

Based on the problems we identified, we brainstormed a range of possible solutions, then evaluated them against key criteria to prioritize the most effective and realistic options.

Selected Solutions + How It Solves Problems + Impact

Solution 01

Problem

Lack of categorization based on seller goals

Solution

User-driven and product-driven goal definition

Impact

Better optimization of campaign

Solution 02

Problem

Lack of categorization based on seller goals

Solution

User-driven and product-driven goal definition

Impact

Better optimization of campaign

Let’s talk about

the next big thing!

Connect with me 👋🏻

Hello! I'd like to personally thank you for stopping by my little corner of the internet, I hope you enjoyed your stay. Jiyeon Jung © 2024

Let’s talk about

the next big thing!

Connect with me 👋🏻

Hello! I'd like to personally thank you for stopping by my little corner of the internet, I hope you enjoyed your stay. Jiyeon Jung © 2024

Let’s talk about

the next big thing!

Connect with me 👋🏻

Hello! I'd like to personally thank you for stopping by my little corner of the internet, I hope you enjoyed your stay. Jiyeon Jung © 2024