Wayfair
Project Overveiw
Citibank and Razorfish have recently secured Wayfair as their exclusive client for all Retail Credit Card Servicing and Acquisitions product design needs. The project at hand involves the customization of Fusion, a white-labeled solution for Retail Credit Card Servicing and Acquisitions, to align seamlessly with Wayfair's brand identity and operational requirements.
Razorfish has been assigned the responsibility of refining Fusion to incorporate Wayfair's branding elements. This includes the identification and development of tailored modules to meet specific Wayfair customer demands and align with their business objectives. Furthermore, Razorfish will oversee the official announcement of this collaboration and manage the transition phase for all Wayfair users through the creation of a dedicated Microsite.
Wayfair
Microsite
This microsite was conceived with the aim of driving both new and existing customers towards Wayfair's innovative Citi Retail Services Fusion experience. A captivating challenge that emerged during its development was the creation of a cohesive visual UI language. This language needed to seamlessly harmonize not only with Wayfair's primary brand identity but also with the three other partner brands nestled within the expansive Wayfair ecosystem: Joss & Main, All Modern, and Birch Lane.
Instead of designing four distinct microsites, the objective was to craft a unified digital space that would authentically represent all four brands. This unified space equips both new and existing customers with the essential tools to smoothly transition into the Fusion experience or to initiate their journey with the new credit card, regardless of their entry point from any of the affiliated websites.
Wayfair + Fusion
Branding Elements
Integrating Wayfair's brand into Fusion presented a unique challenge, as it went beyond a straightforward single-brand exercise; instead, it involved navigating a complex, multi-branded layered system. The task at hand was to develop a cohesive UI system that would harmonize seamlessly with the distinct brand guidelines of four different entities.
Essentially, I embarked on the journey of crafting a UI system that not only adhered to Wayfair's brand guidelines and Credit Card Art but also had to gracefully accommodate the unique identities of Joss & Main, All Modern, and Birchlane. While these brands share a common parent company, it was not a matter of comparing apples to oranges. This endeavor demanded a higher level of complexity, requiring extensive design system thinking and meticulous consideration for even seemingly simple design elements, such as button colors or typography weights. Each design choice wasn't just a solitary decision; it had to function cohesively across all four brands, multiplying the complexity of the task at hand.
Wayfair + Fusion Servicing
Credit Home
~ Rewards Module
Designed specifically for Wayfair Retail Credit Card holders and umbrella brands.
A module specifically created to track the users credit card rewards, showcase card KPIs and increase card use.
Wayfair + Fusion Servicing
Rewards Module
The rewards module is an elegant hybrid of real-time reward tracking and marketing.
Here is how many rewards you have, and if that number isn't so great, here's how you can earn rewards using your Wayfair Retail Credit Card. Easy peasy.
My Role & Responsibilities
My Role
UI Designer
Tools
Sketch; Invision; Jira; Freehand; Outlook; Sketch Measure
My Responsibilities
Design System Management and application of Wayfair brand to Fusion, Visual Design direction and implementation; Wireframing and Sketching of modules specific to Wayfair; Protoyping in Invision and freehand; Presentation to client and interpreting feedback; Interfacing with Citi Developers; Delivery of final redline documentation and appropriately sized assets optimized for the web.
My Team
UI Designer; Associate Creative Director; Content
Strategist; UX Designer; Copy Writer; Product Manager; Project Manager
Timeline
4 sprints; each 2 weeks long