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01 Project Overview
Project type
Research & Design
Industry
Commerce
User / Audience
Sellers
Duration
2 Months
Design Tools
Figma
Role & Responsibilities
UX Designer:​
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Asses user data and best course of action with Cross-funtional team
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Discuss best practice with legal
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Execute design solutions
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Test & review results with Engineering
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Document learnings
Project Overview
02 Problem
Facebook seller checkout downgrade from onsite to offsite
About sellers downgrading from onsite to offsite checkout
Sellers were choosing to change their Facebook or Instagram shop checkout from onsite to offsite. We needed to understand the reasons behind the sellers decision so we can improve our products and prevent future churns.
Previously we invited sellers to let us know why via an input text box. However, the feedback collection flow at the time wasn't very effective at collecting quality seller feedback.
Problem
03 Discovery
User Data
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Few sellers provided feedback giving us very little data to work with:
Out of 11,372 sellers who downgraded in 3 months only 3,636 provided feedback.
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The feedback we received from sellers came through as low quality due to unstructured content from the freeform text input. Consequently this made it difficult for us to understand their pain points.
Discovery
We believe that a list of reasons sellers can relate and select from would result in quality responses
Solutions
04 Solution
Respond to the problem by redesigning the downgrade flow in order to surface quality feedback. Thanks to our crossfunctioning team we were able to:
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Seek legal counsel and guidance through the transformation.
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Create a two-tier selectable list designed by a quant resercher and content designer.
05 User Flow
The solution provided acknowledged the sellers request followed by an optional survey wiich empowered the seller to contribute a reason for their churn or skip to the confirmation of their request. The new design requirements needed to have:
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Little to no friction
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Optional survey
User action
Page/Step
User Flow
06 Prototype
High fidelity
The prototype reflects surfaces that allow the seller to change their shop's checkout from onsite to offsite, and follows with an optional survey modal that can collect feedback from the seller.
Facebook Seller Checkout Downgrade
Feel free to review the interactive Figma file here >
Prototype
Results & Learnings
07 Results & Learnings
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Despite the survey being an optional step the new design brought us 71% response rate vs. 34% from the old design. This increase of 105% in response rate is giving us much more data to analyze and understand why sellers churn.
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We successfully validated the assumption that by providing a list of reasons for sellers to choose from vs. only a freeform text input we can collect more responses despite it being an optional step during the downgrade process.
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Seeking legal counsel was not only wise but educational. Though our intentions were in the right place by wanting to hear our sellers' reasons for churning so that in return we could build a better product for them, it was equally as Important to ask them correctly. According to legal advice, we made the survey as frictionless as possible which meant sellers had the freedom to skip the survey and confirm their checkout option if they wanted to. We learned that by simply building an optional survey, vs forcing the seller to take the survey befor moving forward, we could save the company potential court time and lawsuits from unhappy sellers.
In conclusion the redesigned downgrade flow is proving to be a lot more engaging with a clear and structured UI that continues to surface quality feedback so we could build a better product.
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