Ensuring customers peace of mind with Protection Plans
An opportunity for eBay to empower users with options to enhance and safeguard their purchases, offer distinctive services to delight customers, foster deeper engagement with the platform, and ultimately boost GMV.
Role
Product designer
Duration
2 months
Team
Product manager
Developing team
Bussiness team
Deliveriables
Stakeholder interview
Competitive analysis
Usability testing
Mockup
Prototypes
Final spec
Design process
Empathise
Conceptualize
Design & Testing
EMPATHISE - User interview
Lacked understanding in customer wants, needs and expectations.
"As a buyer of high ASP items, I would like to have the option to protect and enhance my purchase with eBay's recommended additional services and/or plans. Additionally, I want to be able to have easy access to the range of services that fit my needs."
"As a buyer, I would like to be made aware of these additional services throughout my buying journey before I head to check out."
"As a buyer, I want to be able to see the benefits of the additional services upfront instead of having me dig into it ."
In the meantime, Looking at competitors to understand market trends, identify gaps in our own offerings, and discover areas for improvement.
No immediate action users can take to add a protection plan to their purchase.
There is a good nudge experience to show along the way of checkout, but there are too many decisions for customers to make.
A protection plan is not visible to customers, which requires scrolling to find it.
Conceptualize
Research findings have provided both myself and the Project Manager with insights on the optimal timing and placement to present the protection plan. We have identified that the opportune moments are when users click on 'buy it now' and 'add to cart'. However, there remains uncertainty on how best to craft the nudge and what elements to include to effectively encourage users to opt for the protection plan.
What are some impactful and efficient ways to craft a nudge?
Easy Default Action
emphasizes the importance of making the intervention effortless for people to use or do. This can be achieved through defaults and reducing friction or hassle.
Visual Cues
Incorporate visual cues such as icons or graphics to draw attention to the protection plan option. A shield icon or a checkmark can symbolize security and reassurance.
Social Proof
Integrate social proof elements such as customer reviews or testimonials that highlight positive experiences with the protection plan. Demonstrating that others have found value in it can increase trust and willingness to purchase.
Clarity and Simplicity
Keep the nudge concise and easy to comprehend. Avoid overwhelming users with excessive information. Clearly state the cost of the protection plan and its coverage.
Clear Benefit
Clearly articulate the benefits of the protection plan in the nudge. Emphasize how it can save users money, offer peace of mind, or enhance the value of their purchase.
Correct Timing
The importance of delivering the intervention at the right moment when people are considering the decision. We identified that the opportune moments are when users click on 'buy it now' and 'add to cart'.
Design & Testing
I conducted numerous design iterations informed by user feedback and testing. Presenting these iterations to stakeholders involved clear communication of design rationale and anticipated user and business benefits, fostering collaborative decision-making and ensuring project success.
Final Design
Project metrics
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