SUPPLIER ONBOARDING

Background

Wayfair inc. is an American e-commerce company founded in 2002 that sells furniture and home goods online. It offers 14 million items from more than 11,000 global suppliers. Customers are able to find a wide variety of products for any room in their home.

 

Photo by Spacejoy on Unsplash


my role

My time at Wayfair has been spent on creating and improving upon a new supplier onboarding flow as a product designer on the Supplier Acquisition and Enablement team at Wayfair. My team owned and was responsible for acquiring new suppliers to join Wayfair to do business with Wayfair and their onboarding experience until they are ready to sell their products.

Objectives

To advance discovery and research for varying parts on the acquisition aspect of the new and improved supplier onboarding flow.

We want suppliers to increase product exposure by quickly and efficiently joining Wayfair in order to generate more profit, join the competitive e-commerce market, and expand their overall business. 

Including but not limited to:

  • A clear picture of potential business growth

  • An understanding of Wayfair's business model

  • The varying Partnership requirements

  • Setting the right expectations for suppliers to know what information Wayfair needs from her in order to move forward

The previous onboarding flow had several cumbersome pain points

  • Multiple manual process points where Wayfair has to reach out to take potential suppliers through onboarding tasks

These issues would cause a 37% drop-off rate and it would take suppliers as long as 70 days to complete onboarding

Painpoints

ARTIFACTS

user testing

  • Sketches

  • Wireframes

  • Iterations

  • High-fidelity mockups (web)

  • Prototypes

  • Presentations

  • Design Jams

  • Competitor Analysis

  • User Testing Research

  • Data Analysis

  • User Interviews

  • Concept Testing

IMPACT

The new onboarding flow makes it faster and easier to sell on Wayfair through a transformed global end-to-end Dropship onboarding experience. Suppliers can now register for Wayfair’s Dropship service in a fast, friction-free, self-guided and self-serviceable way. 

Increased automation: Key manual steps from the legacy workflow that created friction, asynchronous work, and elongated TaT for a large cohort of our prospective suppliers, are now self-serviceable in Rome. The new onboarding experience is ~65% automated (i.e. %225 higher than legacy onboarding workflows). Suppliers do not have to interact with or wait on WF to complete tasks.

We observed a statistically significant 70% reduction in supplier onboarding which was from 77 days to 19 days and a 74% improvement in the 30-day conversion rate.