Protection Plan upsell
One of Wayfair’s KPIs is the attachment rate of protection plans to eligible items. This project focused on redesigning the post–add-to-cart protection plan upsell on web and introducing the experience in the Wayfair app. The redesigned web experience improved usability and increased the protection plan attachment rate by 6%. Introducing the upsell step in the app led to an additional 18% lift in attachment rate.
Role: Product Designer
Team: Product Manager, Content Designer, Engineers, Analytics
KPI: Protection Plan attachment rate
Scope: Web and app
Mobile web modal
The existing mobile web post-add-to-cart experience presented opportunities to improve usability and strengthen the value propositions to better resonate with customers.
Desktop modal
Like the mobile web experience, the desktop experience presented opportunities to improve the visibility of key information and enhance overall usability.
Competitors
Next, I explored how other online retailers approached post–add-to-cart protection plan upsells to gain inspiration and align Wayfair’s experience with industry standards.
New design
After reviewing other brands, I noticed they used patterns similar to the informational sheet for protection plans that I had previously designed for Wayfair’s product detail pages. This presented an opportunity to leverage a proven experience from Wayfair’s design and code libraries, with a few adjustments to better fit the post–add-to-cart moment in the customer journey.
Eligible classes
Next, I partnered with a content designer to account for all product classes eligible for protection plans and ensure the value propositions were appropriate for each.
Mobile web prototype
Desktop prototype
App prototype
Impact
After the new upsell experiences were launched and monitored on both web and app, each showed strong results with increased protection plan attachment rates across platforms.
On mobile web, the redesigned experience increased attachment rates by 6%, and on desktop by 4%.
In the Wayfair app, introducing the post–add-to-cart upsell led to an 18% increase in protection plan attachment rate.
During this project, I learned how to leverage existing high-performing designs to streamline the design process and achieve quick results. I also gained experience presenting a strong case to stakeholders for introducing a new experience into the app, which helped drive positive business metrics.