Product Listing, RED Note | 2023.06
Reduced drop-off with a redesigned product listing experience, with the solution adopted into the design system for future reuse
Product listing is the first step for new sellers to start their business on RED Note, yet data revealed a high drop-off rate at this stage, posing a risk to seller retention. To address this, I led the effort to improve the product listing experience from usability and system perspectives.
Unusual high drop-off rate
In the RED Note Seller app, approximately 80% of new sellers dropped off during the product listing flow. The initial mobile listing feature was a direct adaptation of the web version, with little optimization for mobile usability, which significantly contributed to the high drop-off rate.
Research
After digging in with user interviews, our research team learned that many mobile users were new to e-commerce, lacking the experience needed to navigate a complex listing process. Based on my understanding of best practices and research result, a laundry list of usability and visual issues were discovered & needed to be addressed:
Design: Crafting for New Sellers
To address the issues listed above, we implemented targeted enhancements. Each of these changes was designed to make the experience more intuitive and approachable, especially for users new to e-commerce.
First-Time Guidance
Using tooltips & empty status to help users understand the functionality & structure.
New Draft Feature
Progress now can be saved midway - less frustration & more completion rate.
Form Field Redesign
Redesigned the form field UI to enhance visibility and clarity for a better user experience.
New design component
The improvements made to the product listing form extended beyond solving immediate usability issues. The refined form design was integrated into our design system, ensuring consistency and scalability across similar features and future projects.
Result
After shipping, we continuously track progress by defining success metrics and collecting key data in collaboration with the dev team.
The drop-off rate successfully decreased from 80% to 59%.
New component has been used in 20+ pages in just 2 months.
What I learned
Personally, this project gave me some valuable insights:
1. Data tells us what is happening, but user interviews and testing help us understand why it's happening. Combining both provides a more comprehensive foundation for design decisions.
2. Future product iterations should follow a modular design approach to enable flexible reuse, scalability, and maintainability, especially when design resources are limited.