Shop the Look
Shop the Look (now called Room Ideas) is a core shopping lane on the Wayfair site. It our answer to helping the user find inspiration on site. We can help any person re-create a look in their own home, using our own imagery, user, designer, and manufacturer sourced imagery. Giving us the best photos to select from.
Shop the Look launched its MVP mid 2017, by August it was launched as a core funnel on the site. As a company that values rapid growth, we were already looking for ways to improve the feature.
Through an earlier brainstorm the team had come up with the concept to add ways for the user to see additional products related to the photo they were viewing.
We knew that:
- Products tagged were not always a perfect fit.
- Products might not be in the price range of the user viewing them.
- Products might not be exactly what the user wants.
How could we improve this experience to help them create the look they discovered?
Room Details Experience
Working with the Product Manager, and the Engineering team we came up with ways in which we could improve the overall STL experience on site, and how we specifically could improve the experience once a user found a look they loved.
Utilize Similar Items
When talking with engineering we discovered we could utilize technology Wayfair already had, by using the Similar Items Algorithm that was already on the Product Details Page (PDP). We could pull in additional items that matched the one we had tagged in the Room Details Photo. This could give us the variety we needed to help a customer find a product would consider purchasing.
We could implement this in a few ways. One core idea was that interacting with the photo tag should pull up additional information and products for that photo. This would give the user multiple products to choose from, and allow them to learn more about the item without leaving the experience.
A second idea was to add all products tagged & related below in a “feed” experience so that the items felt browse-able and discoverable. We opted to have this experience be highly visual and style focused, leaving off additional details about the product allows for a purely aesthetic choice. The additional details can be found by hovering over the item, or tapping to pull up more information.
The number of items in this feed would be based off the number of items tagged. The number was going to be an uncontrollable variable in the design. So we had to account for that.
The Engineering team was super focused on improving performance of the STL experience across site. They set goals for optimal performance, and while I worked on what the new experience would look like, they tackled how to get a page full of large photos to load as fast as possible. They were able to use cache storage and lazy loading functionality to decrease page load times.
We ran a A/B test on site to test our hypothesis of increasing the amount of products a user in the STL experience would view. Overall we experienced great test results, and increased Add to Cart, and Product View Rate across Desktop and Mobile.
- 28.71% increase in customer-level Product View Rate on the photo detail page
- 1.79% increase in customer-level net Product View Rate
- 1.20% increase in Add to Cart
- ·1.76% increase in conversion rate
- 28.15% increase in customer-level Product View Rate on the photo detail page
- 3.15% increase in customer-level net Product View Rate
- 1.69% increase in repeat visitor rate to Shop the Look pages
Our Next Steps
To help us continue to learn & grow our product. We ran a user test with 6 in market customers. We dropped them into the experience and asked them open ended questions to get them to interact with the product in as natural a way as possible.
This test gave us our next series of improvements to iterate on. We learned that there was confusion around if items were exact or similar matches which were tagged in the photo (which another designer on my team implemented the fix for recently).
We learned that people understood that the products below were other related items. But, that our rail implementation was not highly engaged with (we saw this in our larger test results too). Which gives us room to focus on the lower feed and make improvements to that implementation going forward.
We gave this information to the Product Manager and also to the designer on my team who is actively working on our next phase of improvements to the product. Shop the Look is still in its early phases on the Wayfair site and will continue to grow and improve as we narrow down our features, and learn what the customer truly cares about.