Replaced hero image of generic furniture to staff evaluation process

The shopping carousels were sorted by either category card or item carousel format based on the categories most important to the shopping experience in hierarchical order.

Each section is curated by trending statistics such as: new arrivals, top most-reviewed and staff picks of the week.

Lastly, the educational section has a promotional video and divided, modular sections explaining each part of the process for the verification process.

This is optimized for scan-ability and summarizes why customers should choose Wayfair products.

Verified Page 2.0

Desktop

Mobile

Success Metrics & Next Steps

While there was significant organizational restructuring occurring during the design phase of the Verified page, the goal outcome for implementation is targeted to achieve:

Additions to Wayfair’s Design System

Throughout the Verified page redesign, we identified opportunities to expand Wayfair’s component library with reusable elements that support premium positioning across the platform.

Category Grids

Simple visuals to sum up the categories that the landing page is selling based on what customers value the most: highest rating, easiest assembly, highest quality, best-priced deal and low-return rate.

Badges for Product Photos

Badges for Verified products are labels for product photos on category tiles to indicate that a product is verified but also what specific benefit it has.

Verified Headline (H1) Title 

This was added to the Typography section so that the check-mark icon is included on the Verified page at the start of each section.

Category-Item Carousels

  
These modular components were for grouped-together products within a similar category with an “+ Add to Cart” CTA for direct placement into the checkout. For mobile, there is a side-swipe feature and a left-arrow for horizontal scrolling on desktop.

Category Carousels

These modular components were for categories subcategories linking to their own PLP (product listing pages). For mobile, there is a side-swipe feature and a left-arrow for horizontal scrolling on desktop.

Team

Design:

Lead UX E-Commerce Strategist (Me)

Marketing:

Head of Creative Operations

Head of Creative Studios

Design Process

• Conduct a competitive analysis of Walmart, Amazon, and Target
• Complete audit of current Verified page based on Baymard Research Institute
• Create wireframes to determine content hiearchy
• Design an elevated, higher-converting design of the new Verified page

Trusted Seal of Approval Highlight’s Wayfair’s Most-Trusted Products

Wayfair Verified is a program that is designed to give customers a short cut to the best items in the Wayfair catalogue across every style and price-point.

However, the Verified category page was not adequately converting sales with a high bounce rate of 55%

Discovery – Competitive Analysis

What are the competitive gaps in quality assurance communication for Amazon, Target, and Walmart?

Wayfair Verified is a program that is designed to give customers a short cut to the best items in the Wayfair catalogue across every style and price-point.

1. Amazon’s Choice lacks transparency – users don’t understand the selection criteria behind badges, creating skepticism about items
2. Target’s “a new day” private label strategy – confuses customers who can’t distinguish between verified quality vs. house brand marketing
3. Walmart’s “Great Value” positioning – focuses purely on price over quality assurance missing the premium confidence-building opportunity

Discovery – Audit

What are the critical UX failures preventing Verified page conversions?

The current Verified page treats premium curated products like standard inventory, missing critical conversion opportunities through poor information architecture and weak calls-to-action that fail to leverage Wayfair’s unique quality assurance differentiator.

Discovery – Target Analysis

How do premium landing pages achieve above-average conversion rates?

During the discovery phase we analyzed Target’s premium landing page performance against industry conversion benchmarks. The key takeaways were:

• Target exceeds ecommerce averages – While general landing pages convert at 6.6% across industries, ecommerce specifically averages 2-5%, yet Target achieves 2.5-3% conversion rates
• Premium positioning drives performance – Target treats curated collections as premium experiences with dedicated information architecture, not standard product listings
• Clear differentiation messaging missing – Wayfair Verified lacks the streamlined conversion paths that Target uses to justify quality assurance positioning
• Information architecture underutilized – Current Verified page structure doesn’t leverage the premium experience model that drives Target’s above-average performance

Design – Wireframes

Rewiring the information architecture and content hierarchy to provide clear messaging

During the discovery phase we analyzed Target’s premium landing page performance against industry conversion benchmarks. The key takeaways were:

• Target exceeds ecommerce averages – While general landing pages convert at 6.6% across industries, ecommerce specifically averages 2-5%, yet Target achieves 2.5-3% conversion rates
• Premium positioning drives performance – Target treats curated collections as premium experiences with dedicated information architecture, not standard product listings
• Clear differentiation messaging missing – Wayfair Verified lacks the streamlined conversion paths that Target uses to justify quality assurance positioning
• Information architecture underutilized – Current Verified page structure doesn’t leverage the premium experience model that drives Target’s above-average performance

Design – New Verified Page

Defining new category structure: elevating products through premium page navigation and browsing experience

The previous layout of the Verified page buried verification benefits in generic product grids with no visual distinction. Users felt overwhelmed by standard product listings without understanding the premium positioning.

So, I restructured the five categories – highest reviewed, easiest assembly, highest quality, best-priced deals, and lowest return rates – with dedicated sections communicating the verification process.

Then, I elevated the navigation visuals by replacing generic tiles with iconographic story-telling elements.

New Verified Page

Replaced hero image of generic furniture to staff evaluation process

The shopping carousels were sorted by either category card or item carousel format based on the categories most important to the shopping experience in hierarchical order.

Each section is curated by trending statistics such as: new arrivals, top most-reviewed and staff picks of the week.

Lastly, the educational section has a promotional video and divided, modular sections explaining each part of the process for the verification process.

This is optimized for scan-ability and summarizes why customers should choose Wayfair products.

Success Metrics & Next Steps

While there was significant organizational restructuring occurring during the design phase of the Verified page, the goal outcome for implementation is targeted to achieve:

Category Grids

Simple visuals to sum up the categories that the landing page is selling based on what customers value the most: highest rating, easiest assembly, highest quality, best-priced deal and low-return rate.

Team

Design:

Lead UX E-Commerce Strategist (Me)

Marketing:

Head of Creative Operations

Head of Creative Studios

Design Process

• Conduct a competitive analysis of Walmart, Amazon, and Target
• Complete audit of current Verified page based on Baymard Research Institute
• Create wireframes to determine content hiearchy
• Design an elevated, higher-converting design of the new Verified page

Trusted Seal of Approval Highlight’s Wayfair’s Most-Trusted Products

Wayfair Verified is a program that is designed to give customers a short cut to the best items in the Wayfair catalogue across every style and price-point.

However, the category page was not adequately converting sales with a high bounce rate of 55%

Discovery – Competitive Analysis

What are the competitive gaps in quality assurance communication for Amazon, Target, and Walmart?

Wayfair Verified is a program that is designed to give customers a short cut to the best items in the Wayfair catalogue across every style and price-point.

1. Amazon’s Choice lacks transparency – users don’t understand the selection criteria behind badges, creating skepticism about items
2. Target’s “a new day” private label strategy – confuses customers who can’t distinguish between verified quality vs. house brand marketing
3. Walmart’s “Great Value” positioning – focuses purely on price over quality assurance missing the premium confidence-building opportunity

Competitive Analysis

See competitive analysis

Discovery – Audit

What are the critical UX failures preventing Verified page conversions?

The current Verified page treats premium curated products like standard inventory, missing critical conversion opportunities through poor information architecture and weak calls-to-action that fail to leverage Wayfair’s unique quality assurance differentiator.

See full audit

Discovery – Target Analysis

How do premium landing pages achieve above-average conversion rates?

• Target exceeds ecommerce averages – While general landing pages convert at 6.6% across industries, ecommerce specifically averages 2-5%, yet Target achieves 2.5-3% conversion rates
• Premium positioning drives performance – Target treats curated collections as premium experiences with dedicated information architecture, not standard product listings
• Clear differentiation messaging missing – Wayfair Verified lacks the streamlined conversion paths that Target uses to justify quality assurance positioning
• Information architecture underutilized – Current Verified page structure doesn’t leverage the premium experience model that drives Target’s above-average performance

???? Target’s Premium Landing Pages

See full landing page

Design – Wireframes

Rewiring the information architecture and content hierarchy to provide clear messaging

During the discovery phase we analyzed Target’s premium landing page performance against industry conversion benchmarks. The key takeaways were:

The top five categories that are the most important to customers are as follows:

1. ⭐ Highest Reviewed
2. ⚒️ Easiest Assembly
3. ???? Highest Quality
4. ???? Best-Priced Deals
5. ???? Lowest Return Rates

Defining new category structure: elevating products through premium page navigation and browsing experience