Design Solution

The  next thing I fixed in the flow was decision indicators on the gig cards. Ambiguity inside categories like programming and tech is just so high, even using wizard and filters still wouldn't explain the difference between the sellers.

So I started thinking about what type of decision indicators I would need to differentiate sellers and there are things like sellers expertise, message reply timeframe, sellers location and the most successful price range. But these can't be fit into a card so I started exploring list view. But creating a view is a big effort and I needed to make sure it's beneficial to other categories.

This is when my pm and I started looking into all the top sub categories and tried to decide which ones would be beneficial with current grid cards and which ones would be with the new list view. We called these experiencable categories and abstract categories. We also started to noticed that inside abstract categories, people clicked on seller profile name and Avatar to go directly to seller profile to learn more from there and communicate to the seller directly. We moved the collecting cta heart to a more prominent place since we know that people who collect tend to buy more.

This gave us enough confidence to push forward with the list view. We launched the list view on Jan 2018 and the results were amazing. In organic growth, cancellation rate went down by 10 percent, revenue up by 10 percent, average sales price went up by 10 percent.

Since we moved the favorite button out to a more prominent position on both desktop and on mobile, collection went up 15% and due to that with newly sign up first time buyers went up by 5%.

Below are mockups of the list view on desktop and mobile.

As I have said previously, most of our customers are entrepreneurs and most of the time, they work alone. So, pushing out ideas into realities is harder when you are alone. Fiverr is a place where freelancers can help them with what they need, fast. But we want to push this to a new level. We want to create a product where sellers can opt in to say they are ready and a badge will be on their gigs to let buyers know these sellers can immediately reply messages to them and immediately start working with them.

For the design process, I divided into buyer experience and seller experience. For buyers, they will need a clear indicators when they are searching or browsing, and a way to filter results only to sellers who are available now. The badges need to be on gig cards and gig detail pages.

For sellers, it's a bit more complicated since it's an opt in / out experience. I created a place on the top header so that it's easier for them to opt in and out. Once clicked a popover modal will appear with information about available now, the criterias to meet the requirements, and toggle to opt in an out.

One of the big challenges we knew we would face was to make sellers reply back to buyers when they receive messages. So we made sure sellers agree to reply back messages in less than 5 min and if they don't, we would automatically opt them out. If that happens for three times, we would disable the feature from the seller for a month.

Initial results from the release of this test were not up to our expectations. Average sales price went down, and the quality of the deliveries were low. It was basically due to flood of poor quality sellers with low cost gigs. This made us rethink how we select sellers for this test. And the fact that the toggle was put next to Fiverr pro toggle made the team uncomfortable since pro is supposed to be our best quality workforce. So we started tweaking the algorithm to get better quality sellers, and at the same time removed the toggle and created a highlighted row just for available now sellers.

With these changes, we made a huge positive impact to average sales price, cancellation rate, and best of all, quality. The highlighted row design made the buyers focused more on those gigs and buy a third more than any other gigs on higher and better positions.