The peer to peer marketplace for luxury designer fashion
Every time a purchase is made, a seller is required to confirm the sale within a 3 day window or the sale is auto-canceled. In order to do this the seller must click “confirm sale” within our app, on our website or through an email.
We’ve found that about 50% of sellers who’s sales are auto-canceled, open the Tradesy app within that 3 day window but do not confirm or cancel their sale. This issue causes a significant loss in GMV every month.
We’ve observed that sales are being auto-canceled due to sellers not completing necessary tasks, which is causing our revenue to suffer. How might we improve so that Tradesy is more successful based on cancellation rate?
Lower Cancellation Rate
Reduce the rate at which sales are auto canceled due to sellers not confirming their sale within a 3 day window or not shipping on time.
This updated feature needed to work with the system we already had in place on IOS and on web. The rules and text applied to each state still needed to function the same way. This way, users wouldn't be confused by different options as they moved between web and their device.
A seller on Tradesy will normally list items from her closet that she is no longer using. She primarily shops high-end design designer fashion so when it’s time to sell, she can still make a majority of her money back. Authenticity and brand name is important to her so she keeps her items in great condition.
She both buys and sells on Tradesy. Selling is a way for her to upgrade her closet by getting cash back to purchasing something new. She is an extremely active user, always browsing new items to purchase and checking up on her sales.
She makes a full-time job out of selling on Tradesy by contributing some of the best items to our marketplace. She is constantly searching flea markets, and consignment shops for discount designer items to sell. There are a ton of items in her Tradesy closet up for sale and she’s always adding more.
At the time, Sales Management existed on both our web and IOS platforms, but not yet on android. There were also a series of transactional emails that walked users through the selling process.
The emails and feature on both web and IOS allowed users to complete a few simple tasks and gave timely instructions during the selling process.
I took the time to better understand Sales Management by doing an audit on each of our platforms. I found a substantial amount of mismatching content, terminology differed from platform to platform, shipping options were incorrect, and information shown on our emails + website was missing on IOS.
I was constrained by the selling process already in place for the different states below. My new system needed to function with the same rules. Although, I was given the opportunity to optimize the experience for IOS and Android.
Someone just purchased an item.
In this stage, the seller needs to confirm or cancel their sale within a 3 day window. If the sale is not confirmed within the window the sale is auto-canceled.
The seller has confirmed their sale.
Now the seller must ship their item over to the buyer by the ship by date or the sale will be auto canceled. Depending on the shipping method the seller selected during the listing process different options + instructions will appear.
The second we’ve detected that the item is on it’s way to the buyer the sale is confirmed. We’ll keep the seller updated about where the item is, when it’s been delivered and when their earnings will be released.
Something went wrong. The seller may have had to cancel the sale at some point or it might have been auto canceled due to not confirming or not shipping on time.
In some cases the buyer might have contacted the seller asking to cancel the sale, they may have forgotten about the listing or might have just be too in love with their bag to let it go. No matter the reason, we’ll be collecting feedback, trying to understand the seller perspective, and taking this as a learning opportunity to improve our selling experience.
Ship by date
It’s important for a seller to ship their item in a timely manner so the buyer has an enjoyable experience on Tradesy and the sale isn’t auto-canceled. At the time, sellers weren’t shown the date they needed to ship by which was causing slow shipping speed.
There are specific steps a seller needs to take during the selling process, such as confirming a sale and shipping with the correct method in a timely fashion. From a user perspective, critical information wasn’t conveyed with the prominence necessary. Instead a mass amount of information was left at the same level hierarchically.
I began iterating on a system that would inform users of the action they need to take throughout each stage of the selling process. These stages included unconfirmed, 3 different versions of pending shipment (depending on the shipping method), completed and canceled.
Each stage of the selling process involved a lot of information that needed to be consumed in the correct order. I broke the sales down into compact and detailed views, and prioritized the hierarchy of information for each.
Also I wireframe in Comic Sans so I can force myself to ignore visuals (don't judge me).
We brought in both people who have never sold on Tradesy before, casual sellers and power sellers who make a full-time job out of this. We developed a low fidelity prototype to validate our assumptions and understand how the new experience made people feel.
Funny Story: When designing this, I wanted to have the most important buttons stick to the bottom of the screen in detail views, such as ‘confirm sale’ and ‘print shipping label’. Surprisingly, when we tested this users weren’t able to find the button at all, even when they knew to look for it. When I put the black button on a white background and it worked as intended.
Don’t put a full length black button on the bottom of your screen, users on a black device won’t be able to distinguish the ui from their device. *facepalm*
After figuring out how the system would work and validating all of my assumptions I began designing at high fidelity. It was pretty fun to figure out a visual system that could work in so many different scenarios and effectively guide sellers through the process.
I made sure that whatever the seller needed to do or know was always front and center in each view. This became tricky because in a lot of scenarios the seller needed to understand multiple things. To solve for this I used a series reusable modules to control hierarchy.
As a seller, your main concern is confirming and shipping your sales on time. So why hide your sales deep in a list view under the ME tab? At the time, the seller would also need to understand that the notification showing up in the ME tab represents something you need to act upon within a short time frame.
To solve for this, I developed a seller dashboard that will appear on the seller's home screen if she has a sale open. The dashboard will inform the seller of when she needs to confirm or ship your item. If the seller is running out of time, the text appears as red and moves to the top of the list. If the seller taps into one of these tabs she’s taken directly to the expanded view of that sale and can act upon it immediately.
Sales needed to work in both a collapsed and detailed view so sellers could manage multiple sales and keep track of previous sales. The majority of our sellers only have about 1-3 sales open per month, but as time goes on they start to pile up thier number of completed sales.
To solve for this, I designed a system that could shrink and archive old sales with an emphasis on the amount earned and larger views of open sales that included available actions.
In the detailed view, the Seller needs to be able to view sale information, understand where they are in the selling process and what they need to do next.
I designed a system that indicates where the seller is in the process through visual progress indication, type hierarchy and color. If a seller needs to take an important action, such as confirming a sale or printing a shipping label, a button will stick to the bottom of the screen and remain in view. The seller can also scroll to view additional information about the sale and contact the buyer.