AI Product Highlights

Providing concise summaries on the Wayfair app’s Product Description Pages to help customers make faster, more confident purchase decisions

wayfair_app.png

My Role

Lead Designer

Team

Product Manager

Engineering

Project Context

Wayfair US App

Winter 2025/2026

Business Problem

Wayfair customers face friction when trying to evaluate and select items on Product Description Page (PDP) due to the abundance of information and lack of clarity around key features, which can result in longer decision cycles, higher dropoff rates, and increased likelihood of returns, negatively impacting conversion rates and revenue.

 

Goal

Help customers quickly understand what makes a product unique, how it fits their needs, and what specific features mean, so they can make confident, informed purchase decisions.

AI_Highlights.png
 

User Stories

 

  • As a shopper who isn’t fluent in décor jargon, I need bite-size highlights that call out what’s special (“Kid-proof fabric”, “Cozy farmhouse look”) so I can decide in seconds whether the piece fits my style, space, and family life, instead of wading through long specs.

  • When a highlight sparks my interest, I want to tap it and see the relevant specs, photo examples, tips, or similar items, so I can grasp the product fast, and explore only the bits I care about, and feel confident it meets my needs.

  • I’d like to click a highlight and potentially ask follow-up questions (e.g., “Will this finish scratch?”), so I get clear, personalized answers without digging through long specs.

 
 
 

Kickoff

I began the design process by conducting a competitive analysis across web and mobile platforms. I noticed that competitors with AI highlights on their PDPs varied in their visual presentation and tone.

 
 

Content Strategy

Next, I brainstormed different ways we could position the AI highlights feature: if we wanted to spin product information as positive, neutral, or cautious.

 
 

Iterations

Originally, the team planned on launching the feature only for desktop, but we pivoted to focusing on app for MVP after Apple reached out and asked us how we could utilize their upcoming Intelligence Foundations Model

 

Featured at WWDC 2026

 

Apple showcased Wayfair app for using Foundation Models to power the new Product Highlights feature

 
 

Image courtesy of Apple

Business Impact

Higher user conversion

Customers who engaged with AI Highlights converted at ~2× the rate of non-engaged users (8.15% vs 3.45% CVR)