Wayfair Delivery+
Wayfair Delivery+ redefined delivery flexibility across Wayfair’s product catalog by expanding in-home delivery and scheduling capabilities. They decide how, where, and when they want their items delivered with more expanded and flexible in-home delivery and scheduling options.
Problem
Solution
Previously, Wayfair only offered scheduled and in-home delivery for large parcel items weighing over 150 pounds. As a result, heavy small parcel items, such as a 140-pound TV stand, were treated the same as lightweight items like throw pillows and delivered outside the home.
This one-size-fits-all delivery model created friction for customers receiving large or difficult-to-handle items and limited Wayfair’s ability to provide a delivery experience tailored to customer needs.
Sarah is closing on her first home in 30 days and wants to take advantage of Wayfair promotions before moving in. However, because items ship at different speeds, she must place separate orders and delay purchases to avoid deliveries arriving too early at her new address.
After placing her orders, Sarah’s closing date unexpectedly gets pushed back. It’s too late to cancel most items, and her heavy small parcel deliveries, including a TV stand, bed, and coffee table, are left outside. She now has to retrieve, transport, and store them herself until she can move into her new home.
Wayfair Delivery+ expands in-home delivery and scheduling capabilities to small parcel items. Customers can consolidate items into a single delivery, schedule deliveries up to 90 days in advance, and reschedule up to 48 hours before delivery for any reason.
With Wayfair Delivery+, Sarah can confidently order everything she needs ahead of her move while still taking advantage of sales and promotions. She can schedule all eligible items for a single in-home delivery aligned to her closing date.
When her move is delayed, she can easily reschedule delivery without needing to cancel orders or manage heavy furniture herself.
Wayfair Delivery+ unlocks delivery upgrades for X number of items in the catalog
Delivered by
Schedule delivery
Get delivered with other items
In-home delivery
Haul-away
Small parcel <150 lbs.
Without WD+
✗
✗
✗
✗
✓
With WD+
Large parcel >150 lbs.
Without WD+
14 days before
✗
✓
✗
✓
With WD+
Assembly
FedEx
Wayfair
90 days before
✓
✓
✓
✓
Wayfair
Wayfair
90 days before
✓
✓
✓
✓
Customer Research
Customer research revealed that delivery expectations varied significantly based on item type, urgency, and assembly complexity. While customers purchasing large or heavy furniture prioritized flexibility, scheduling, and in-home delivery, customers purchasing smaller items continued to prioritize speed and free shipping.
Initial Design
Given Wayfair’s broad catalog and varied customer needs, both fast, free delivery and Wayfair Delivery+ needed to be clearly communicated and consistently surfaced throughout the shopping journey.
Due to technical constraints, delivery options could not be selected on the product detail page. Instead, delivery information is surfaced on the product detail page, selection happens in the cart, and scheduling is completed during checkout.
Competitors
I evaluated competitors such as Pottery Barn to understand how delivery options and service expectations were communicated across the industry. Although no competitor offered the same operational model as Wayfair, established interaction patterns and familiar service language helped inform the Wayfair Delivery+ experience.
Usability testing
I conducted user testing on an initial prototype spanning the product detail page through checkout. Users expressed a need for clearer and more detailed information about Wayfair Delivery+ in order to understand the value of the service and feel confident opting in.
To address this gap, I refined the Wayfair Delivery+ copy and introduced an informational module on the product detail page and in the cart to better communicate the service’s value and support more informed delivery decisions throughout the purchase flow
Small Parcel
Full prototype
Impact
Every decision we make is shaped by a clear sense of purpose. Our journey has been anything but ordinary. Through every step, we've focused on staying true to our values and making space for thoughtful, lasting work.