UX STRATEGY / DESIGN
2023
UX STRATEGY & DESIGN
2023
Personalization at scale:
Personalization at scale:
Personalization at scale:
A Strategic Redesign of Kijiji’s Preference Management Ecosystem
Supercharging personalization for Kijiji through the provision of autonomy.
A Strategic Redesign of Kijiji’s Preference Management Ecosystem
Solution Summary (TL;DR)
Solution Summary (TL;DR)
Solution Summary (TL;DR)
Kijiji's mission to pioneer the future of community commerce is built on connecting Dave to his new drill, Simone to her new sofa and everything for everyone in between, locally, sustainably and at great value.
Their team approached us reporting a nearly 8% QoQ drop-off in total platform use as of Q4 2022, and a 12% decrease in YoY new listing traffic, attributed to fragmented cross-channel preference platforms operating in silo.
Our solution focused on crafting a scalable, centralized hub for cross-channel data capture, enriched through strategic onboarding and accentuated with task-level autonomy that meets users where they are; operating at the pace of culture and evolving interests.
Cross-Functional Discovery
Cross-Functional Discovery
Preliminary stakeholder interviews were conducted with Kijiji's product team to isolate known variables impeding reach across the existing cross-channel content management ecosystem.
01
Cross-platform Disparity
Content management pillars were fragmented between app, web and email, breeding inconsistencies in content delivery by channel type.
02
No-Path-Back
Controlling email preferences was only accessible via footer unsubscribe links, rendering users unable to reactivate email communications once initially opted out.
03
All-Or-Nothing Approach
Kijiji only presented users with a single universal opt-out control through web profile settings, limiting opportunity to refine content preferences.
04
CASL Hassles
Kijiji's current email opt-out functionality trumped predefined web preferences, resulting in a loss of contact with over 61% of Kijiji's active user base.
Getting Our Hands Dirty
Getting Our Hands Dirty
Getting Our Hands Dirty
Getting Our Hands Dirty
In conjunction with the Strategy Team's audit of Kijiji's content strategy, our design team (me 👋) leveraged stakeholder insights to inform a more visceral Experience Audit of the platform's scoped omni-channel flows (Opt-In, Preference Management, and Opt-Out), distilling opportunities against horizontal market competitors.
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DISCOVERY
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DISCOVERY
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DEFINITION
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DEFINITION
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IMPLEMENTATION
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IMPLEMENTATION
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OUTCOMES
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OUTCOMES
Contextual relevancy through granular control
Facebook offers the ability to tailor contact strategy both by content type and delivery channel, mitigating notification fatigue.
Clearly communicated binary changes of state
Whereas both radio button and checkbox selections are traditionally appended with additional confirmation interactions, toggles offer a streamlined, always-on approach to content management that operates at the speed of consumption.
Layered control
mechanisms breed operational shortcuts.
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DISCOVERY
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DISCOVERY
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DEFINITION
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IMPLEMENTATION
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IMPLEMENTATION
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OUTCOMES
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OUTCOMES
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DISCOVERY
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DEFINITION
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DEFINITION
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IMPLEMENTATION
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IMPLEMENTATION
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OUTCOMES
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OUTCOMES
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DISCOVERY
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DISCOVERY
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DEFINITION
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DEFINITION
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IMPLEMENTATION
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IMPLEMENTATION
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OUTCOMES
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OUTCOMES
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DISCOVERY
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DISCOVERY
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DEFINITION
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IMPLEMENTATION
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IMPLEMENTATION
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OUTCOMES
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DISCOVERY
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As Kijiji rolls begins to develop and implement its revitalized preference framework, we will issue readers with analytical reporting data as it becomes available. Stay tuned!
Outcomes & next steps
Outcomes & next steps
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DISCOVERY
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DISCOVERY
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DEFINITION
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DEFINITION
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IMPLEMENTATION
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IMPLEMENTATION
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OUTCOMES
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OUTCOMES
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DISCOVERY
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DISCOVERY
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DEFINITION
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DEFINITION
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IMPLEMENTATION
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IMPLEMENTATION
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OUTCOMES
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OUTCOMES
As part of a redefined contact strategy, a unified preference centre serves a more holistic view of preference configurations across all delivery channels, providing at-a-glance accessibility to deeper, drill-down categories.
Additional affordances to opt-down (adjusting frequency and opt-out by channel) reduce churn and impart contextual relevance by offering increased ownership of content, alleviating notification fatigue.
Consolidating data capture
Consolidating data capture
Piecing it all together
Piecing it all together
With consumers left feeling disoriented from a currently disjointed preference management system, we concluded data refinement with the following questions positioned as North Stars:
How might we...
Offer users increased granular control over their experiences while maintaining ease of use?
1
How might we...
Position increased data capture as a value exchange for more personalized experiences?
2
How might we...
Harness zero/first-party data to serve up an increasingly malleable system that operates at the speed of user interest?
2
How might we...
Offer users more streamlined review and control over cross-channel preferences through a centralized "hub"?
4
Stakeholder insights informed the following success parameters in place for a competitive review and gap analysis of key market players.
Discovery: mind the gap
Discovery: mind the gap
Task Support
Data Collection
Brand Expression
Task Support
Does the brand serve the user via optimized channels to streamline key actions and reduce barriers to conversion?
Task Support
Does the brand serve the user via optimized channels to streamline key actions and reduce barriers to conversion?
Data Collection
Are data frameworks best serving the business and user by only collecting what's necessary, ethically and efficiently?
Data Collection
Are data frameworks best serving the business and user by only collecting what's necessary, ethically and efficiently?
Brand Expression
Does brand personality permeate across channels, to encourage a holistic experience and garner consumer trust?
Brand Expression
Does brand personality permeate across channels, to encourage a holistic experience and garner consumer trust?
Solution scope
Solution scope
//01
Enriched management at ground level
Kijiji users require a more deeply embedded preference management network that supports task-level content customization, fuelling relevancy of 1:1 communications.
//02
Unifying function, augmenting control
Users of peer-to-peer marketplaces are task-focused; requiring malleable systems that seamlessly align with quickly shifting needs. Architecting a stratified, omni-channel preference framework that emanates from a central hub will maximize system visibility to empower ownership.
Piecing it all together
With consumers left feeling disoriented from a currently disjointed preference management system, we concluded data refinement with the following questions positioned as North Stars:
Piecing it all together
With consumers left feeling disoriented from a currently disjointed preference management system, we concluded data refinement with the following questions positioned as North Stars:
Preference setting shouldn't be a scavenger hunt
Preference setting shouldn't be a scavenger hunt
Kijiji's mission to lead the future of community commerce is built on connecting Dave to his new drill, Simone to her new sofa and everything for everyone in between, locally and sustainably.
Their team approached us reporting nearly 8% QoQ drop-off in total platform use as of Q4 2022, and a 12% decrease in YoY new listing traffic, attributed to fragmented cross-channel preference platforms operating in silo.
Our solution focused on crafting a scaleable, centralized hub for cross-channel data capture, accentuated with increased task-level autonomy to allow Kijiji the power to operate at the pace of culture and evolving interests.
Gap Analysis: Onboarding
Gap Analysis: Onboarding
Kijiji's consolidated registration sequence effectively focuses on bringing the data forward, with Full Name, Email and Password positioned on a single screen to reduce perceived barrier to entry. None of the brands assessed (Auto Trader, Facebook and Kijiji) conducted progressive profiling during onboarding, leaving a gap in opportunity for zero-party data collection to tailor content curation from the outset.
Potential CASL infringements were present due to the absence of an explicit opt-in for marketable communications; leaving the onus on users to do so from their account settings (web) or notification settings (app) following sign-up.
First and last name should be segmented into two separate form fields for data hygiene and CRM targeting best practice when addressing users in marketable communications, such as emails and in-app notifications.
Kijiji's current onboarding experience for both web and app fail to provide explicit consent controls for marketable communications, leaving the onus on users to opt-in from their account settings once registration is complete.
Facebook effectively "brings the data forward" during registration, consolidating all mandatory fields required for sign-up in a single screen, reducing barrier to entry.
Facebook requires user to to complete two 2FA modules prior to account verification, inadvertently creating increased barrier to entry in an effort to garner consumer trust.
Autotrader's registration funnel does not provide users with explicit opt-in for marketable communications, creating potential CASL infractions and impediments to reach from the outset.
Gap Analysis: Preference Centre
Gap Analysis: Preference Centre
With Kijiji's web and app preference frameworks operating in silo, no link existed to contextualize hierarchy. A centralized source of truth, rooted in refreshed content strategy was required to serve as a consolidated hub that offered users a holisitic view of their omni-channel experience at-a-glance.
Embedding enhanced granular control over temporary, task-level interactions would foster a more flexible and adaptive system that seamlessly responds to users' evolving priorities.
Kijiji's web preference framework operated in silo of the mobile app, with distinct controls such as enabling read receipts and visitor counter available exclusively on web. Changes in state were presented as more committal on web, requiring a password entry to confirm changes, a security measure not present in-app.
Kijiji's primary experience gap was derived from a lack of system transparency, failing to inform users of the disparity between available web and app preference mechanisms. A centralized source of truth, rooted in revised content strategy was required to serve as a consolidated hub that offered users a holisitic view of their omni-channel experience at-a-glance.
Autotrader thrives through its preference parity achieved between web and app experiences, reducing confusion and preventing accidental opt-out errors. Appending descriptions below content headings augment context, utilizing first-person delivery to humanize Auto Trader and foster trust. Evolving to an Opt-Down instead of All-Or-Nothing framework will reduce total unsubscribes; offering users the ability to adjust both content type and cadence.
Facebook's notification centre is a masterclass in multi-channel content management, featuring multiple access points from both task and profile level for optimized discoverability. Implicit data collection presents a tangible value exchange for consumers through the provision of targeted notifications, including "Similar Listing Search" and "Recommended for You". Increased , channel-specific control over what users see (and where they see it) positions autonomy as a catalyst for empowering 1:1 experiences. After all, who knows you better than yourself?
Gap Analysis: Opt-Out & Unsubscribe
Gap Analysis: Opt-Out & Unsubscribe
Kijiji's existing unsubscribe funnel posed a critical "no-path-back" trap. Email preferences were accessible exclusively through footer unsubscribe links, presenting users with no means of resubscribing to marketable email communications once opted out. This logic gap accounted for a reported loss of contact with over 61% of their active monthly users, significantly impeding reach through owned channels.
With no clear link between email and in-app notification settings, architecture was fragmented. A revised framework was required to segment message types into clearly defined content pillars that aligned with user intent, transforming a binary opt-out sequence into a democratized system where users could curate their experience rather than abandon it entirely.
The current architecture compartmentalized email preferences, offering no visibility or link to Kijiji's broader cross-channel preference ecosystem and resulting in multiple windows required to review both push and email settings in tandem.
Facebook's opt-down flow is rooted in progressive engagement, offering hyper-contextualized permissions controls that correspond to email type (such as Saved Search, or Group Notifications), with action points that link to a a broader control centre. This phases approach filters out the fluff, driving relevance and imbuing complete autonomy over what lands in the inbox.
Intuitive error prevention markers make content updates feel less committal, featuring quick resubscribe controls to account for misclicks. Quantifiable descriptions append end states to contextualize what to expect next, eliminating ambiguity and fostering confidence.
Auto Trader segments Notifications and News into unique content buckets, separating action-triggered messaging from thought leadership. Succinct descriptions append each heading to afford context.
Solution Scope
Solution Scope
Our solution focused on shifting Kijiji's content preference framework from a static, binary switchboard into an active participant in exploration, offering operational shortcuts that streamline key operations and supercharge cross-channel transparency.
01
Enriched Entry States
A reimagined onboarding flow featuring progressive profiling captures affinity from the outset to eliminate generic empty states and align recommendations against explicit interests.
02
Multi-Modal Management
Augmenting existing on/off states with adjustable send frequency and delivery channel controls empowers users to filter out the fluff, reducing inbox fatigue and adapting content to evolving needs.
03
Task-Level Control
Layered control mechanisms reduce interaction depth and create operational shortcuts, capturing affinity in context.
04
Consolidated Source of Truth
A centralized control hub, offering users a holistic view of their cross-channel content settings imbue system transparency.
Progressive profiling for smarter defaults
Progressive profiling for smarter defaults
Progressive profiling for smarter defaults
Progressive profiling for smarter defaults
Kijiji's reimagined sequential onboarding journey encourages transparent data collection by contextualizing the intended use of required submission fields. Progressive profiling prompts instil ownership of content from the outset, strategically capturing explicit data to serve as a springboard for tailoring subsequent interactions.
Consolidating data capture
Consolidating data capture
Consolidating data capture
Consolidating data capture
As part of a redefined contact strategy, a unified preference centre serves a more holistic view of preference configurations across all delivery channels, providing at-a-glance accessibility to deeper, drill-down categories.
Additional affordances to opt-down (adjusting frequency and opt-out by channel) reduce churn and impart contextual relevance by offering increased ownership of content, alleviating notification fatigue.
Embedded task-level content autonomy
Embedded task-level content autonomy
Embedded task-level content autonomy
Embedded task-level content autonomy
Embedding enhanced granular control over temporary, task-level interactions fosters a flexible and adaptive system that seamlessly responds to users' evolving priorities.
By empowering users to fine-tune preferences in context, Kijiji is able to capture nuanced behavioural data at the ground floor, providing richer insights that drive relevancy through subsequent 1:1 communications.
