Wayfair

As a Content Strategy Lead at Wayfair, I shape the information strategy for all page redesigns in the upper-funnel site experience. I make sure that we show the right information to the right users at the right time. This involves market research, content writing, and UX strategy.

Role 

  • Created the information architecture, backed by user data and competitive research

  • Refreshed the messaging strategy, writing clear, consistent copy for each section

  • Collaborated with Product Design to bring a more cohesive visual identity to the page

Before

Results

  • Redesigned an important brand touchpoint for the company

  • Standardized the IA patterns into guidelines used for all new landing pages on the site

After

Role 

  • Established a personalized information architecture, contextually hiding content

  • Designed a messaging strategy to help users find what they're looking for

  • Worked within technical constraints: we could not remove or edit nested pages

Before

Results

  • 80% increased click-through rate: users easily navigated the page

  • 12% decreased next-page exit rate: users successfully completed the action they set out to do

After

Role

  • Determined the user flow and interactions for a new home decor style quiz

  • Selected all images to align with the styles

  • Wrote the questions and answers, creating a results template to work more efficiently

Results

  • 40% of users who landed on the quiz completed it, making the quiz Wayfair's best email acquisition tool

  • 91% of users on the results page continue to the core site, successfully moving down the funnel

                            Lamperski.Lauren@gmail.com