Patience Perk
My Roles
Market Research
UI Design
Shipping Team
2 UI/UX Designers,
1 Product Manager,
2 Developers
Timeline
1 month
During my product design co-op at Wayfair in 2020, I worked on "Patience Perks," a feature introduced during the COVID-19 pandemic to address shipping delays. With online shopping surging and customer frustration rising, Wayfair incentivized choosing slower shipping by offering store credit, turning waiting into a rewarding experience.
Shipping
Redesign
Results & Impact
Project Objectives
Customers were facing shipping delays due to high demand and limited logistics during the pandemic. Wayfair's challenge was to alleviate customer frustrations while encouraging them to choose slower shipping options, all without compromising their shopping experience.
Navigating Shipping Delays due to Covid to Enhance Customer Satisfaction
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The goal was to increase customer satisfaction with the shipping experience by incentivizing longer delivery times through rewards
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The "Patience Perks" feature successfully launched in 2020 Q3, rewarding customers with store credit for opting for slower shipping. This initiative alleviated frustrations and enhanced the shopping experience, leading to a 20% increase in conversion rates and a 15% rise in customer satisfaction scores.
Increase in Conversion Rates
Reduced appointment booking time from 30 minutes to 3 minutes.
20%
15%
Boost in Customer Satisfaction
Reduced appointment booking time from 30 minutes to 3 minutes.
Project Problem
Competitor Analysis
I created a competitor analysis to assess how Wayfair's top 10 competitors managed shipping delays during COVID-19, focusing on delivery transparency and shipping options.
Four Key Metrics:
Shipping Delay Solutions
Est. Delivery Transparency
Flexibility in Shipping Options
Communication of Delays
Setting Customer Expectations Early to Minimize Future Frustration
From my competitor analysis, I found that while major retailers like Amazon and Target offer diverse shipping options and clear delivery estimates, none provide incentives for slower shipping. This presents a key opportunity for Wayfair to improve customer satisfaction by introducing rewards for longer delivery times.
Key
Findings
Design Phrase #1: Introduce "Patience Perks" as a Shipping Option
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Introducing "Patience Perks" as a shipping option that allows customers to choose from various delivery methods for their items. This feature applies exclusively to small parcel shipments with "Get it by" options.
Design
Process
Before
After
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What I changed:
I introduced the Patience Perks shipping option, focusing on how customers earn rewards for choosing slower shipping.
The feedback I got:
The PM provided feedback to clarify the expiration and usage of rewards, prompting the design of additional information for customers.
The Wayfair Patience Perks feature rewards customers with store credit for selecting slower shipping options, enhancing their shopping experience while promoting patience and satisfaction.
Solution
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In design phase 3, l refined our recommendations for displaying Patience Perks in Checkout. The general feedback suggests that we may not need to show the expiration date in Checkout. We should consider improving our post-order communication while avoiding disruptive elements for learning more about Patience Perks.
Design Phrase #3: Refine Checkout Options
Iteration 1
Iteration 2
The feedback I got:
The PM favored Version 2 for its ability to convey relevant Patience Perks information without overwhelming customers during Checkout. By showing the expiration message after selection, it ensures a smooth flow and enhances customer understanding while minimizing disruptions.
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My Takeaways
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Cross-functional collaboration: I gained valuable insights into the importance of teamwork and communication in the product development process. Working closely with diverse teams helped me understand different perspectives and align our goals effectively. This experience reinforced the value of collaboration in delivering user-centered solutions.
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Learned to set customer expectations early to minimize future frustrations: I realized that clear communication from the outset significantly enhances the customer experience. By proactively informing customers about delivery timelines and potential delays, we can foster trust and reduce dissatisfaction. This approach not only improves customer satisfaction but also streamlines the overall process for our team.
What've I learned?
Copyright © 2024 by Sophia Ke
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After a customer selects Patience Perks as an option, we want to inform them that their rewards dollars will expire and that they can use their rewards dollars on Wayfair and LLBs.
Design Phrase #2: Introduce additional info about Patience Perks
Iteration 1
Iteration 2
The feedback I got:
The design team and PM preferred option 2 because the reward expiration date appears after the customer takes an action, ensuring it isn’t too jarring. They aim to avoid disrupting the customer's ability to place their order quickly and confidently.
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