Smarter Ad Analytics for Wayfair Suppliers
Key Outcomes
Goal-driven campaign setup
Diagnostic analytics dashboard
Automated root-cause insights
Reduced reliance on manual analysis
Timeline
4 months (2023)
Tools
Figma
Photoshop
Discipline
UX Research
UXUI Design
Product Ideation
Product Strategy
Team
Jiyeon, UXD
Hasneet, Project Manager
Yash, Project Manager
Victoria, CS
Yoyo, CS
Context
Background
Problem
How Might We…
Research
Competltive Analysis
We reviewed six e-commerce platforms (Carousell, Instagram, Walmart, Amazon, Google, and Meta) to identify common patterns and notable differentiators.
In our review of ad platforms, Google Ads distinguished itself with a range of UX features that effectively support sellers throughout the campaign workflow.
Goal Optimization During Campaign Launch
While launching and setting up the the new campaign, users can optimize for the goals they want to achieve
Campaign Preview for Advertiser Assurance
Previewing what the campaign will look like may give assurance to advertisers on what to expect
Best-Practice Guidance Throughout Campaign Creation
Google Ads uses contextual nudges and recommendations to guide users toward best practices and improve campaign effectiveness.
Understanding the
Wayfair 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.
Understanding the Users
We interviewed Wayfair’s Account Managers and Ad Sales team. We identified key gaps in how sellers set goals, interpret performance, and receive support, which shaped our problem statement around clarity, visibility, and self-serve optimization.
Fundamental Backgroound Info
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.
Ideation
Brainstorming!
Based on the problems we identified, we brainstormed a range of possible solutions, then used the RICE score system to evaluate them against key criteria to prioritize the most effective and realistic options.
What Is The RICE Score?
Reach
Who does the solution affect?
Impact
How many problems does the solution solve?
Confidence
How confident is the team that the solution will solve the problem?
Effort
How much effort is needed to productize the idea?
RICE-Based Solution Evaluation
Problem + Solution + Impact
We analyzed the problem statements, brainstormed solution ideas, and outlined the expected impact of each approach.
01 Goal Alignment for Campaigns
02 Campaign Performance Visibility
03 Automated Campaign Optimization
Solution
Embracing Short-Form Content
Acknowledging the prevailing trend of short-form content, we chose to leverage its potential to attract and drive interest in full-length audiobooks.
#BookTok
#BookTok is a TikTok community where users share book reviews and recommendations, often influencing book sales and trends through viral content.
Source: Data from Monitoring the Future complied and analyzed by Jean M. Twenge, author of Generations
#BookTok Makes People Read More
According to a May 2023 survey, 48% of TikTok users in the United States and 53% of Canadian users reported reading more books because of the influence of BookTok.
Source: Bookriot.com
Impact of #BookTok on Book Sales
The platform has propelled niche authors like Colleen Hoover to bestseller status, with over 20 million copies sold.
Source: SODP
Source: Circana Bookscan
Introducing..
SHORTible Central Business Logic
SHORTible harnesses AI to transform audio content into bite-sized visual stories, perfectly tailored to market to today's digital generation on their favorite platforms.
SHORTible Pipeline
Ideation
Ideate! Ideate! Ideate!
Our team brainstormed 50+ ideas and refined them using the funnel method to narrow down to two standout concepts. We presented these two ideas to the Audible team and received feedback for the final selection with suggestions to further develop them.
Funnel Method for Product Ideation
Addressing 3 Pain Points
SHORTible transforms long-form audio into engaging short-form videos for social media, effectively addressing 3 key pain points. It assists creators in producing Gen Z appealing content, extends creator reach, and supports consistent promotion. Leveraging TikTok's potential, this tool can ultimately make content discovery easier for Gen Z and can drive audiobook and podcast sales.
Customer Segments
Competitive Analysis
Design
Branding
UI
01 Prompt Template
Users can upload transcripts or audio via the Transcript Input or Add Audio options. The Prompt Head lets users specify genres, personalities, and environments, while the Negative Prompt excludes undesired elements, ensuring precise customization.
02 Video & Audio Settings
The Video tab allows users to select the content type, adjust video length, add subtitles, and choose animating styles.
The Audio tab provides options for selecting language and voice type, adjusting narration speed, and specifying voice tone.
03 Edit Final Videos & Share
Users can edit generated videos with command inputs, share them directly on platforms like TikTok and Instagram, or download them for other uses.
Reflection
What I’ve learned...
Collaborating with engineers and managers honed my interdisciplinary skills and cultivated my holistic approach to product design. I learned to address risks while integrating regulatory considerations early to avoid roadblocks and ensure smooth market entry.
If I had more time...
If I had more time, I would focus on refining the UXUI through user testing. More user testing would help us identify potential improvements and deliver a more user-friendly final product.
