scaling wayfair stores

about the work

After standing-up the first Wayfair store in 2024, we took key learnings to evolve the customer experience in real-time. This included expanding/contracting shops, relocating departments, and changing assortment fulfillment methods (from delivery to cash and carry, for example) while also evolving the tools we authored for store training and execution (Floorset Directives, Planograms, and Standards Training). Each of these initiatives ran in parallel to designing future-forward stores, which we began opening in 2026.

While standing up the first Wayfair store, I led the Frequency Visual Presentation Team. But all of the work behind scaling stores occurred once I took over leading total Visual Presentation across Furniture, Frequency, and Home Improvement verticals. The objective was to maintain the essence of our physical retail identity while applying more intuitive department adjacencies, increasing open sight-lines, and striking the right balance of inspirational lifestyle vignettes with easy-to-shop category destinations. We prioritized presentation “lift and lands” while accounting for variances in architecture and square footage (sometimes an 80,000 square foot variance).

In order to establish processes and a scalable operational infrastructure, I made a big pivot in how my team built presentations post-Wayfair 1, merging physical builds at the Retail Lab with Photoshopped images from the real store as well as the introduction of 3D modeling. By building-out 3D presentations in SketchUp, we were able to ensure proper product fit, positioning, and styling details for each unique store while reducing expenses associated with sample orders. You’ll notice that the previous Wayfair section of my portfolio featured my hand-drawn illustrations, while the planning shown here are my 3D models: