Increasing product clarity
I worked with a uk-based online marketplace to clarify the role of the seller on the product and seller pages.
The problem
User research revealed that many customers were unaware they were buying from individual sellers rather than the e-commerce marketplace itself. This misunderstanding led to confusion about who is responsible for managing shipping, returns, and product disputes.
Project goals
I collaborated with a team of five other UX writers to demystify the seller's role in the website's purchasing process.
Our primary goal was to ensure users understood the relationship between the online marketplace, sellers, and buyers.
My secondary goal was to increase transparency about the post-order process.
Each team member played a unique role. While research and testing were collaborative efforts, my specific responsibility was to refine the content on the product and seller pages.
My impact
Sellers role is now more prominent
Before
After
Business link needs higher visibility
While the team agreed that the ‘from’ line needed improvement, our approaches differed. Through A/B testing, we managed to arrive at a final version that satisfied both our team and the company.
Changes
• Added "Sold by."
• Included seller logo.
A/B testing
Before
After – returnable item
After – non-returnable item
Returns info is hard to understand
Currently, to find out whether an order is returnable users must sift through a dense wall of text below the shipping information. If you’re anything like me, you likely skimmed right past it. With this new iteration, users can understand key information, all at a glance.
Changes
• Heading provides contextual copy.
• Body copy only includes relevant information.
Moderated and unmoderated research
Multiple respondents mentioned shipping time and difficult returns as a downside to online marketplaces.
Before
After
Contacting the seller is difficult
If you’re interested in a product, but need clarification or have a question, contacting the business is the first step for most of us. However, the option to contact a seller can easily be overlooked if the hyperlink is small, positioned far down the page, and surrounded by dynamic content. I recommended a larger button with more inviting text.
Changes
Added large message button
A/B testing
• 3 of 5 interviewees recognize that buying from online marketplaces is more difficult due to differing policies on shipping time and returns.
Final iteration
After we submitted the redesign, the UX team at Not on the High Street used our redesign to inform the new look of the product page.
Before
After
Returns & delivery information is unhelpful
locating the shipping and returns information in the current design is a strain. I added the most important info up front, along with a link to their in-depth delivery policy.
Changes
Added large message button
A/B testing
• 3 of 5 interviewees recognize that buying from online marketplaces is more difficult due to differing policies on shipping time and returns.
