How we helped Wayfair improve one CRM’s usability by 32%

Learn more about our project:

• Client: Wayfair — an American e-commerce company based in Boston, Massachusetts, specialising in online sales of furniture and home goods.
• Industry: E-commerce, furniture, home goods.
• Project area: CRM tools.
• Commissioned task: Redesign of CRM tools (5 tools).
• Key outcome: Implementation of research and design thinking, as well as improvements to the usability of existing CRM tools.
• Project Language: English
• Project Duration: 2022 – 2025
• EDISONDA Team: Dominika Orlik, Yasmin Al Issa, Kamila Mazur, Magdalena Fedorczuk, Grzegorz Żarnowski, Elżbieta Koch.

Why the client contacted us – issues, challenges and early indicators

The client asked us to conduct user research to identify issues with their CRM tools and redesign them accordingly.

The results of the collaboration – what defines the success of the project

• Improved usability of CRM tools.
• Streamlined processes and faster task completion.
• Greater user understanding of system mechanics and functionality.
• Reduced time spent on core tasks.
• 32% increase in System Usability scale
• Shifted customer perception of the importance of user research and experience.

Why EDISONDA? Key factors in choosing a partner

Wayfair selected us based on recommendations, recognising our expertise in UX (User Experience) research and design. They were familiar with our portfolio of enterprise-level projects and our specialisation in business design and process digitalisation for large organisations.

Wayfair’s feedback on our collaboration

“Thanks to EDISONDA’s efforts, the client reduced end-to-end user workflow time by over 33% and increased the System Usability Scale score from 62 to 82. The team also automated nearly 3,000 hours of manual work per year. EDISONDA’s project management was great. They were responsive and timely.”

• Manager, Wayfair, LLC

How the collaboration unfolded – stages, methods and lessons learned

Stage 1: Mapping Wayfair’s tools – user research

• Objective: Mapping existing tools, analysing user research, and developing insights and recommendations.
• Methods: User research conducted through in-depth interviews (IDI).

Mapping the tools

We conducted interviews with 14 Wayfair employees to examine their daily interactions with the tools. Based on the findings, we mapped the tools and the flow of information between them.

User research findings

• Frequent switching between applications and browser tabs led to numerous errors.
• The excessive number of tools had a negative impact on productivity.
• Communication and information sharing outside of the tools was time consuming.
• The tools were overly technical, making it difficult to train new users.
• There was a lack of notification and error prevention mechanisms.
• Key features such as auto-save and version history were missing.

We presented our findings in a report to the client. Based on the research, we decided to take on the challenge of creating a single, unified CRM tool.

Part of the mapped tools diagram

Stage 2: The new CRM tool

• Objective: To design a new CRM tool that would integrate all of Wayfair’s existing tools, while improving usability and streamlining processes.
• Methods: Design Thinking, In-Depth Interviews (IDI), Usability Testing, Affinity Diagram, Lego Serious Play. 

After the initial user research, we decided to develop a new CRM tool that would consolidate all functionalities from the existing tools. The project focused on simplifying and unifying multiple complex tools into a single platform to enhance the user experience and streamline the process of creating and managing campaigns.

First, we worked with the client’s management and development teams to design the information architecture and user flow. After several iterations, we produced low-fidelity wireframes, high-fidelity mockups and prototypes.

User flow of the new CRM tool

We suggested testing the new solution as it was a completely new approach. The client agreed to conduct user research on-site at their Boston office.

We conducted interviews with seven of the client’s employees and carried out usability testing, providing valuable insight and feedback on the new version. It became clear that the new approach was not as intuitive for users as the client had initially thought.

Workshop Method: LEGO Serious Play

One of the methods we used during our research and co-creation workshops at the client’s headquarters was LEGO Serious Play. We used this approach to develop a vision for the new user workflow in the redesigned CRM tool.

This method encourages creative thinking and strengthens collaboration between teams. The hands-on, reflective process of building engages the brain in a unique way and opens up new perspectives. In addition, the use of LEGO bricks evokes childhood memories, making the creative process more engaging and enjoyable.

Stage 3: Creating a component library

• Objective: Develop a component library for internal use within the CRM tool.

In designing the new CRM tool, we needed to create essential components to support its development. Some of these elements had been used before, but they lacked consistency and organisation, making it difficult to use them effectively when designing screens.

Due to time constraints, we decided not to build a full design system. This decision was also influenced by the fact that another team was already working on a broader company-wide design system for Wayfair, covering departments beyond our internal CRM tools.

Instead, we structured a comprehensive list of all component states and built a component library in Figma to ensure seamless usage across all project files.

Screenshot of the component library file in Figma

Pros and cons of a simple component library versus a design system

Pros:

• Easy to create and implement.
• Clearly defines the core structure from the outset.
• Enables dynamic decision making, speeding up the development process.

Cons:

• Lacks the organisational framework provided by a design system.
• Teams may categorise elements alphabetically or according to perceived importance, with the risk of missing critical distinctions.
• Maintenance and updates can be difficult.

Stage 4: UX improvements in existing CRM tools

• Objective: Enhancing the usability of Wayfair’s existing CRM tools without designing entirely new applications.
• Methods: Design thinking, in-depth interviews (IDI), usability testing, affinity diagrams.

Unfortunately, we had to put development of Wayfair’s new CRM tool on hold for the time being. However, we were able to use our ideas to improve the usability of their existing CRM tools.

We focused on two key tools:

• Marketing Automation Platform — Designed for multi-channel customer engagement, enabling automation and the delivery of seamless, personalised customer experiences. Automation is based on triggers and touchpoints.

• Notification System Tool  — A self-service product for sending campaign-based messages. It allows users to target different messages to different audiences and schedule their delivery at specific times. The tool supports both email and mobile app push notifications.

After each stage of the design process, we conducted user research, including in-depth interviews (IDI) and usability testing. We received a wealth of positive feedback and insights that led to further refinements and improvements.

Marketing Automation Platform

The goal of the project was to simplify and optimise the creation and management of Touchpoints, which are key steps in the automated campaign workflow. Previously, a Touchpoint contained significantly more settings, making navigation and usability more challenging for users.

To address this, we split the Touchpoint—which originally contained too much information—into several smaller, more manageable elements. This approach aimed to make the entire campaign flow easier for users to understand while also simplifying the configuration and interpretation of each individual campaign step.

Additionally, users often struggled to understand campaigns created by other team members. To solve this issue, we developed a change history log, allowing them to track modifications in real time and see who made specific changes.

Notification System Tool

The primary goal of this project was to simplify the process of adding A/B tests for emails and push notifications. Previously, the testing features were located in a separate tool, disrupting the workflow and leading to errors.

We integrated the testing functionality directly into the planning process, providing users with more data on conducted tests and enhanced analytics on the sending process. Additionally, we experimented with new names for certain sections to evaluate whether users found them more intuitive at first glance.

Research findings after UX improvements to existing CRM tools:

• Users adapted quickly to the new interface and navigated efficiently because it was based on familiar elements.
• Although the changes were minimal, users reported that these improvements significantly improved and accelerated their daily work.
• Changes to labels and section names were met with noticeable resistance – users were attached to the original names, even if they were initially unclear.
• Users successfully completed tasks and most features received positive feedback.
• The integration of multiple functionalities into a single tool was highly valued, as it significantly speeds up the process.
• Users appreciated the more structured layout and clearer interface.
• Some features and areas of the system were still considered complex or confusing, providing insight for further redesigns to improve usability.

What we learned from this project

• Educating the client about design and user research can have a significant impact on the direction and outcome of a project. Allowing the client to observe the research process helps them to understand the end users. Participating in collaborative creative workshops enables them to learn how to apply the research findings to their product.
• In many cases, a complete redesign from scratch may be the most effective approach. However, when this is not possible, even small improvements to the tools people use can significantly increase productivity and efficiency.
• It is important to test any enhancements in advance and explore additional options to better meet user needs. Attention should also be paid to the wording and terminology used within the system to ensure clarity and ease of use.