Facebook:
Seller Appeals on Marketplace
Project Overview
Summary
Facebook Marketplace is a service that allows users to buy and sell items with other users on the Facebook app. Seller Appeals allows sellers to dispute claims submitted by buyers.
Why It Matters
Previously, buyers on Marketplace were able to submit a claim for their order if it was covered by the Purchase Protection policy. However, there was no feature that allowed sellers to dispute this claim. This poor seller experience didn’t align with industry best practices and increased customer support email write-ins that impacted our operations bandwidth and onboarding efforts.
My Role & Impact
Content Design, UX Writing, Content Strategy, Microcopy, Email Marketing, User Research, Journey Mapping, User Personas, Data Analysis, Privacy & Compliance, Trust & Safety, Content Governance
The Flow for Successful Appeals
My Role & Framework
Define & Collaborate
Collaborated across teams (e.g., operations, product, research) to synthesize user feedback
Coordinated with stakeholders to establish timelines and recurring working sessions
Research & Empathize
Researched competitors, best practices, and user needs with the research and product teams
Created a user journey for the seller audience with the research and data teams
Defined tone and language in close collaboration with legal, marketing, design, and product teams
Ideate, Create, & Iterate
Planned, coordinated, and wrote content, emails, and notifications based on feedback from multiple stakeholders
Influenced content strategy in daily working sessions with cross-functional teams
Iterated on MVP launch based on user feedback to improve the user experience
The Impact
Customer Satisfaction
Increased seller satisfaction score by 8% via CSATOperational Efficiency
Decreased support email write-ins by 35%Legal Compliance
Ensured deliverables and content were legally compliant and approvedUser Base Growth
Continued to onboard new sellers, while retaining existing sellers on the appCompetitive Alignment
Delivered a key feature that aligned our experience with competitors and industry best practices