Wayfair Professional: All-in-Value Messaging
All-in-Value refers to the full offering Wayfair provides its Pro customers. This suite of benefits uniquely positions the program to meet Pros’ goal of “delivering quality work, on time and on budget, while juggling an ever growing to-do list.” While it’s a competitive package, customers had trouble answering the question of “What is the benefit of being a Wayfair Professional customer?”
We set out to change that through a project spanning over a year, starting with 30 customer interviews and qualitative user testing across seven business verticals (which I analyzed) and resulting in a messaging toolkit that I guided the team in applying to in-market assets across the customer journey.
Responsible for: Creative Strategy, User Testing Analysis, Copy Direction, & Copywriting