Company Sponsored Project
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
