Reduce order cancellation
Carousell, 2023
ROLE
User research | UI/UX design | Motion design | Design validation
MARKETS
Hong Kong, Taiwan, Malaysia, Singapore
COLLABORATED WITH
Product Manager, UX Writer, Engineering
As a lead designer, I led the discovery and end-to-end design to improve the Buyer Protection experience for buyers. I conducted qualitative research with buyers from Hong Kong, Taiwan, Malaysia, Singapore in native languages to uncover insights.
Context
Carousell introduced an escrow service allowing buyers to make payments on the platform through 'Buyer Protection' to deal safely.
1 out of 4 orders were cancelled
47%
were cancelled by sellers
As casual sellers remain a big part of Carousell’s community, getting these sellers to honour Buyer Protection’s in-app payments is key to worry-free transactions for everyone. Through chat analysis and user interviews, I learned that sellers weren’t open to offering Buyer Protection for several reasons:
The dynamic between buyers and sellers inherently lacks equilibrium. Attempting to satisfy both parties with a singular policy is unfeasible. Without buyers, sellers cannot achieve success. Therefore, prioritizing a positive buyer experience is essential before further enhancing value for sellers.
Raising seller awareness of expected behaviour and enforcing a clearer policy are key to a good buyer experience.
Lack of awareness
Enablement was bundled with delivery during listing creation, so sellers weren't aware of their responsibilities.
Lack of policy enforcement
There was little oversight of seller conduct. Sellers had the freedom to cancel orders and conduct transactions off-platform without facing any consequences.
How might we reduce seller cancellation rate?
1
Improve listing structure for clearer communication and support for upcoming on-platform transaction capability
Revamped the sell form from a single page to a hub-and-spoke structure to avoid cognitive overload
Before
After
2
Making escrow enablement explicit
Enabling ‘Buy’ button: We added a ‘Buy’ button so sellers could see how enabling it changes their listing.
Payment preference: Framed the choice around how buyers can pay for the listing.
Before: Delivery and payment are coupled resulting in unclear enablement experience
3
Policy enforcement, make it a responsibility
With the updated policy, we now actively monitor overall seller performance, including order cancellation rate, ship-out time, dispute rate and reviews. Only sellers with a good track record can enable the ‘Buy’ button, as a first step toward a good buyer experience.
Sellers who repeatedly cancel orders will be restricted from listing with Buy button, and only allowed to deal via meet-up as meet-up is still a safer deal method for both buyers and sellers to minimize transaction risk.
4
Strengthening post-listing seller education
Post-listing education
For sellers who created their very first listing with escrow, I worked with engineers to create an education component at the end of the listing journey.
Chatbot
To be resourceful, I repurposed an existing chatbot capability as an education tool and built an interactive Q&A bot. I worked with a UX writer and a backend engineer to craft the chatbot flow and content design as part of the onboarding education.
Post-listing education
Chatbot
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Postpaid
DELIVERY HERO | FINTECH
Drove ~3% uplift in GMV and ~4% increase in order frequency
