BACK
Improving Document Upload Experience
Role
I was the only designer on this team. That means I worked on all the new designs you see here
Product Manager
“I have this deck full of UX/UI issues that I found when I dog-food the document upload flow. They’re horrible, please just do quick fixes.”
Me
“No...putting band-aids on isn’t enough to solve the real problems. Let’s dive deeper and uncover other opportunities.”
Context
Carvana revolutionized car buying with its online process, but our document upload process are confusing, causing a 25% rejection rate and conversion risk
Challenges
Encourage users to upload preferred documents and allowing less ideal documents
Persuade my product partners to design the right solution over the flashy solution
Objectives
Business
Decrease document rejection rate and time spent on reviewing unacceptable documents
User
Improve user sentiment and efficiency by streamlining the upload process
Research Findings
Watched FullStory user sessions
Why
To gain insight into how users actually interact with our website
Findings
Users were initially unsuccessful in uploading documents since they clicked on an non-interactive element
They couldn't upload multiple pages for a single file, which is a requirement for certain document types
Reviewed verification process documents
Why
To understand the verification processes and requirements
Findings
We didn't share document requirements with users, which led to rejections later
Worked with our verification team
Why
To understand our team’s workflow and pain points
Findings
84% of the rejected documents were due to document requirements not satisfied
Income documents have the highest rejection rate of 42%, while address documents have a 20% rejection rate
Hypothesis
If users know the document requirements, they'll upload the right ones and convert successfully.
Impact of Design
Increase in documents approved per purchase (8.7%)
Increase in conversion to sale (5.3%)
Decrease in post-sale document request (14.7%)
Special Highlight
Our CPO wanted to solve the issue with only sample documents, but I disagreed. Data revealed unsatisfactory document requirements as the main rejection reason, not incorrect documents. Fortunately, I was able to convince them with data, visuals, and persistence.
Audit of Old Design
Income Document
Upload page
9:41
What’s wrong with this page
Lengthy but unclear instructions
Radio icons falsely misleading users to click on the document rows instead of the CTA to get started
Document requirements
9:41
What’s wrong with this page
Elements are placed haphazardly
Using link instead of information icon to convey there’s a tooltip
Internal requirements are not conveyed when they should be
Upload success state
9:41
What’s wrong with this page
Visual chaos with misalignments and cramped elements
Address Document
Upload page
9:41
What’s wrong with this page
Utility bills are not the only preferred documents, you’d have to click on the link to find out
Name must include suffix
Bad typography, layout and visual treatment
Other acceptable documents
9:41
What’s wrong with this page
We deliberately omit the other set of documents since they’re un-preferred but we failed to consider users who don’t own nor rent a home
Verify requirement
9:41
What’s wrong with this page
User hasn’t selected their appointment time at this point and so it’s actually misleading to say this
The checkbox requirement isn't fully optimized
Final Solution
Income Document
Upload page
9:41
What I fixed
Revised the 'Additional Documents' upload item to better reflect its purpose as secondary income
Cleaned up the visual chaos
Replaced incorrect components with the correct ones
Document requirements
What I fixed
Clearly communicated all requirements for users to upload the correct documents
Provided sample documents so that users have references
Upload success state
What I fixed
Switched radio icons to badges for clearer user interaction
Trimmed CTA text for clearer, more spacious design
Address Document
Upload page
9:41
What I fixed
Provided more options for preferred documents
Cleaned up the visual and UI
Clarified what acceptable utility bills are
Other acceptable documents
What I fixed
Included an additional list of acceptable documents for cases where preferred documents are unavailable
Sample document
What I added
Implemented a new “sample document” feature that shows examples of the document that we’re looking for
Prototype
Income document flow
Address document flow
Lessons Learned
If you believe in something, pursue it relentlessly, even if it means going against the grain. After persuading my CPO to pursue the right solution based on my research, he commended me for not simply following directives but for doing the due diligence to solve problems effectively.
special thanks to my team
Manager
Daryn Shapurji
For offering UX/UI feedback and supporting me when there are disagreements between design and product
Product Manager
Miles Johnson
For being open-minded about reshaping the project to implement solutions that would have a higher impact
Product Director
Andy Lesko
For offering strategic feedback and facilitating conversations with our CPO
Engineers
Sherri Sukut, Michael Chavez, Jaret Lynch & Zarif Akhtab
For successfully implementing my designs
Verification Team
For their invaluable insights and support in bringing this redesign to fruition
Other Projects
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