UX STRATEGY / DESIGN
2023
Personalization at scale:
A Strategic Redesign of Kijiji’s Preference Management Ecosystem
Preliminary stakeholder interviews were conducted with Kijiji's product team to isolate known variables impeding reach across the existing cross-channel content management ecosystem.
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.
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.
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?
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.
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.
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.
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.
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.
