StockX Seller Profile
Product Design at StockX
My first project as a Senior Product Designer at StockX was to lead designs for a new seller profile screen over the finish line. The goal was to help sellers track their progress in a revamped seller rewards program and incentivize sellers to use the StockX Platform.
Customer Problem
StockX is a global marketplace that connects buyers of sneakers and other limited quantity items with sellers. As the platform grew, so did the seller base and in 2021 the existing rewards program was redesigned in order to provide more benefits for higher volume sellers. The basic structure remained the same, lower seller fees are earned by completing more sales on the platform. However, a 5th level was added and the fee structure was changed. Additionally, level 4 and 5 sellers became eligible for an additional 2% in bonuses earned by completing their sales quickly.
The existing seller profile screen needed to be completely redesigned to make it fun and easy to track your progress and understand how to move up to the next level. I worked with another senior product designer, Ying Huang, as well as our product manager, engineering team and user research team to complete the designs under a tight deadline.
New Profile Design
After several rounds of iterations we arrived at a design that communicated all of the new information in the seller program. The top header section contains your current seller level, your seller fee, with a breakdown of the fee details. The middle section tracks your sales progress, which will determine your starting level in the next quarter. The booster section only appear for higher level sellers and shows your progress towards earning additional discounts on your seller level, which will be applied the following month.
The new profile design was significantly more complex than the existing design with several ways to earn discounts. In order to determine if all the information was presented clearly we ran an unmoderated user test on Usertesting.com with 5 new customers and 5 existing sellers.
User Testing Results & Final Design
The user test revealed two potential sources of confusion in the new design. While users liked the design of the sales progress section, some users had trouble correctly interpreting which level they had already earned and which level they were working towards. In order to make this as clear as possible, we decided to remove the complicated progress indicator and replace it with an emoji to celebrate your progress and a simple line of text.
Users also had trouble understanding that the boosters would be applied next month. That section was redesigned with an earning period, updated copy and a simplified progress bar. We also changed all of the progress indicators to a more neutral purple color so that red and green could be used to call out specific success and failure messages.
Key Takeaways
This project underscores the importance of repeated user testing. There were many potential sources of confusion we would not have identified without hearing directly from our sellers. I also learned that the simplest approach is best when trying to communicate dense information. The new profile design has been well received and has given us a solid foundation to continue to grow the seller rewards program.