Joss & Main Homepage Redesign

The Challenge:
To create a discovery-oriented site experience that would increase interaction with new content. The previous homepage experience provided limited content above the fold, lacked differentiation from other Wayfair brands, and brand-specific flexibility. To ensure the brand provides the best customer experience, the team was tasked with executing on two new homepage layouts (Accordion and Modular) to test against the original homepage design.

Services:
Wayfair’s UX team kickstarted the initial wireframe exploration. After stakeholders aligned on the desired direction, the project was then passed to me to lead, define, and execute the complex, detail-oriented creative assets needed for launch on all devices.

I worked closely with Wayfair’s engineering team, educated stakeholders on functionality, and supported my decisions with previous learnings and data. I created and defined primary elements of Joss & Main’s promotional playbook as well as developed asset guidelines for the new homepage experiences. This included creating specific templates for each promotional tier, defining type styling and copy hierarchy, photography and visual guidance for each template.

Copywriters: Lindsey Canant & Catherine Jordan-la Rosa

The Test

In February of 2019, Joss & Main launched two new homepage experiences on desktop and mobile against the “Control.” After running the test for approximately a month, the “Accordion” experience outperformed both the “Control” and “Modular” Homepage experiences. The “Accordion” experience overall increased customer engagement.

Accordion Layout:

Modular Layout:

Next steps

Before launching the new site experience, I was tasked with taking a deeper dive into improving the user experience for the “Accordion” design. Partnering with the engineering team, I suggested color overlays and the use of live text within the “peek” areas of the sliders. Once the customer rolls over the slider, the live text and overlay will disappear.

Final Results

The new Joss & Main “Accordion” homepage site experience launched on July 31, 2019.
Click here to view the homepage.