Company
🌎 Context
Mercado Libre is the biggest online marketplace in LATAM with B2B / B2C experiences. Both of them have access to a messaging service.
😖 Problem
Almost 60% of the sellers spend a lot of time answering buyers' questions that are already covered in the product listing or FAQs on Mercado Libre.
🎯 Goals & KPi
Business & KPI
Reduce 8% the buyer's messages by efficiently providing the required information to buyers in less time.
UX
B2B: Enhancing seller awareness of messaging as an agile tool to streamline time management.
B2C: Streamline the access for information available for the buyer avoiding to contact the seller.
😎 Achievements
-6,9%
seller messages reduction, over 6.5 million messages
1.3M USD
SAVED FROM MESSAGe's
SHIPPING COST
MY ROLE
Senior Product Designer
WHAT I DID
Planned the project align with my leader (gantt).
Worked on the end to end process.
Fostered my coworkers.
Delivered stakeholders and team presentations.
Documented decisions and handed in deliverables.
TEAM
UX (Ssr. Designer, Ssr. Content Designer and me), Engineer team (4), PO and PM.
TEAMS SUPPORT
Machine Learning Engineer Team, Customer Service and
UX Team (After-sale and Cancellation).
Challenges I faced designing for B2C with B2B Insights
01
LEARN BUYERS EXPERIENCE
My focus is B2B, however I dedicated myself completely to understanding the buyer's experience and getting support when needed to create a solid solution, validating it with the buyer team.
02
NAVIGATE MACHINE LEARNING
Machine Learning wasn't mature but having this information was better than having none. So we dug deeper to put the information together and it took time, but we got good results.
But first, what was the problem?
60% of sellers spend a lot of time answering buyers' questions that are already covered in the product listing or FAQs on Mercado Libre.
From understanding to definition
Almost 60% of sellers claimed that they waste time with the buyer's questions with information that already appear in the product listing.
Buyers claimed that the sellers take too long to respond to questions.
Analyze the buyer’s questions where we identify conversation themes, some of which were aligned with survey findings.
Between 50% and 60% of the conversations were started by the buyer.
The 4 main themes were defined based on effort, impact and seller's survey.
Comparison with Mercado Libre
Not easy access: users have to navigate through FAQs before asking a question.
Precision in content: easy-to-understand and redirect accesses, always making the most neutral information accessible.
Difficult to find: depend of the context, some show options in the chat and they get lost in the conversation, making it difficult to find them.
Commitments: making agreements with PMs and Tech team.
Flexible: front unexpected situation.
A glimpse into exploration
Option a
FIXES THEMES
01
SCALABILITY
Base structure definitions that applied to buyer and seller.
Component for different use cases, such as after-sales.
02
CONSISTENCY
Coherence between flow components and interactions to set expectations.
Create guide for futures impacts.
appearances depending use cases
FLOWS EXAMPLES
Results
-6,9%
reduction in seller messages, over 6.5 million messages
1.3M USD
SAVED FROM MESSAGe's
SHIPPING COST
My learnings
01
SCALABILITY FOR TWO DIFFERENT USERS
Learn and understand the needs of both buyers and sellers, and create a dynamic component that enhances both experiences without any negative impact in the core metrics.
02
THINKING OUTSIDE THE BOX
The solution does not always directly impact the user I am responsible for. You have to consider the entire flow and the interaction with other actors.
@Copyright 2024 Denise Gutierrez