Facily, the first social commerce platform in Latin America, was experiencing hypergrowth and needed to improve its product page experience.

The initiative began with a request from Product Managers to explore new concepts for the product page. However, with no data to indicate what was failing or where we should start. The challenge was to understand whether a redesign was necessary and how to make the purchase journey clearer for users, especially because many struggled to understand the group-buying model based on little research evidence.

Once we had the stakeholders' point of view, I divided the screen into 9 parts and conducted an exhaustive benchmark study with more than 15 direct and indirect competitors, as well as consulting case studies from the Baymard Institute. The focus of the research was to find the most common elements and their respective order in each part of the product page. This study generated a presentation for the various stakeholders with opportunities in features, content, and information architecture for each piece of the page that would be prioritized by a prioritization matrix, putting all the essential features in the must have quadrant.

After some new design ideas, to amplify possibilities and get feedback in the earlier stages, we ran a 60-minute design critique workshop where designers could analyze each section of the page. After the first round, I took one more round of discussion, closing our first proposal.

How can we help users with their learning curve regarding the purchase process at Facily? The Facily app had too many different ways to buy stuff and didn't respond to the users questions effectively throughout the navigation. The users always ask somebody for help. The stories tutorial could be a new, funny and scalable way to help users complete their purchase without asking for assistance from their friends and family. Also, the product page architecture was reorganized to reduce distractions and guide users step-by-step. Instead of showing buying groups directly on the page, the new solution displayed them only after users selected a product, making the experience cleaner and more intuitive.

The proposed changes were validated through unmoderated and moderated usability tests with more than 400 users. The results showed a 21 points improvement in usability score.