Background
Suddenly, these Shops users urgently needed appointment tools to manage customer influx safely. For the Shops for Services team, I spearheaded the CD for initiatives to offer bookings tools, reviews, and ecommerce options for existing Shops owners.
Process
As the Shops UX pivoted to appointment-based shopping, both sides of the funnel (merchants and customers) suffered from low adoption rates. After initiating a partnership with our UX research team I discovered users still believed that Shops and shopping terms were only applicable to products, not services. This misconception was particularly prevalent at the entry points such as 'View Shop' or ‘Add Shop’ and was pervasive throughout the UX.
Solution
I built a consistent bifurcated strategy to allow for the existing content to work for Shops offering products and a new flow for Shops offering services. After implementation:
- Customer entries to the Booking tool increased by 80% in a single quarter through strategic content updates
- Re-designed Booking button & UX flow passed A/B testing and was added to the Shop profile of over 2M Shops offering services
- New bifurcated content led me to establish new content principles for IG Shops. These include a scalable nomenclature and terminology framework that seamlessly integrates into the existing user experience.
Click here if you'd rather see the result of this project (the Instagram Seller Framework) in PDF form,. Below you'll find a gallery of some of the finished product. Enjoy!
