Wish
Multi-Step Process for marketplace transactions
Challenge:
Copy for all CTA for a multi-step process for users based in Brazil, demonstrating localization and language that was accessible to a vast demographic.
To be concise, informative and create balance between the need to provide a fun shopping experience, yet still providing enough re-assurance, at this critical stage of transaction completion
Process:
I began by trying to emulate the user’s shopping journey on Wish in order to get a better feel of the interface and glean the mood that was being conveyed.
I found there was a need to emphasize several key messages in promoting the installments option: Convenience, Choice, and Flexibility for the user.
Some other elements I included were in keeping with the themes of ‘choice’ and ‘flexibility’ for the customer – e.g., in Screen 4, reminding the customers of their rights of refund and full payment.
Outcomes:
Due to the somewhat quirky nature of the Wish UI, I felt the text needed to take on multiple tones – specifically, to be ‘light’ and ‘breezy’ but retain a trustworthy voice that was reassuring to customers.
I also wanted to remove redundant information e.g. Installment plans that were not available to the customer based off the minimum amount requirement. As these would appear in the ‘Learn More’ section, it was fine to leave the decision to users to determine how much they needed to know.
Content was also streamlined by removing the ‘inclusive of 2% interest’ note after each installment amount.
