Catawiki is a European online auction company with millions of visitors each month. Users can buy and sell special items and collectibles through over 300 weekly curated auctions. 

During my experience at Catawiki, I worked on various areas of the seller experience and the redesign of the "Seller Center" with a team of UX designers and researchers. This project had a focus on the order experience with the objective of lifting fulfillment and customer satisfaction.

Project:
Order Details - buyer and seller experience

Roles:
UX design, UI design

* Before *

1/4
Opportunity

The Order Details page for both buyer and seller was built in an old environment and prioritized for transition to the new “seller center” platform which provided opportunity for a UI refresh and UX review. Additionally, it was discovered there was a high rate of uncompleted orders. Sellers were not updating the status of an order and as a consequence buyers were not provided with shipping information and when they would receive it. Email notifications to both buyers and sellers throughout the order experience were heavy with content and lacking a clear CTA. Satisfaction from sellers was rated at 2.8 out of 5. Sellers wanted tools that made their order updates more efficient and buyers wanted real time order status details.

Goals:

• Align the design to the new UI style guide
• Prioritze order status and provide sellers with flexibility to update
• Simplify emails to buyers and sellers with clear CTA throughout the order experience
• Visualize the order timeline for buyers & sellers
• Make feedback easily accessible for buyers to submit and sellers to review

2/4
Research & Discovery

Through research of the customer journey around the order details page we identified areas for optimization extending beyond the platform and into email notifications.  

• Recordings and heatmaps
  
• Feedback survey
• Seller interviews
  
• Seller and Buyer scenarios
• User flows
• Emails analysis 
• High-fidelity Wireframes
• Prototype testing

3/4
Design

Design
Enabling sellers to easily complete orders

We provided a simple interface that prioritizes the order status for sellers and the required action to take depending on the delivery method selected by the buyer. When the order status has been updated the buyer is notified.

Design
Making order fulfilment easy for sellers

We integrated Packlink shipping service and tracking into the order details page which allowed sellers to easily arrange pick-up or choose a drop off point for a buyers selected courier.  Additionally, we enabled sellers to generate package labels and provide options for additional insurance and customs documentation.

Design
A full order overview 

The Order Details page went from static to dynamic. Both buyers and sellers have a full view of the order details, history and delivery tracking. Content is prioritized throughout the stages of the order for the buyer.

4/4
Outcome

Seller satisfaction for the order details page increased to 4 out of 5 (280 responses). For buyers the score was 4,1 out of 5 (290 responses).

The positive feedback from users deemed the new Order Details page a success. Having transitioned the page over into the refreshed design and new “seller center” platform also meant that continual improvements and new functionality can be provided to Catawiki buyers and sellers faster and easier than before.

"...naturally inquisitive, constantly researching the customer and suggesting a range of opportunities that she identified, detailing the strengths and weaknesses of each...
...its very fun and inspiring to work with Marlena"

Catawiki
Erick Hernandez Wesche 
Former Product Manager - Shipping & Fulfillment