PRODUCT DESIGN, USER EXPERIENCE
Etsy, KYB Manual
KYB stands for ‘Know Your Business’ which is a process that Etsy uses to validate the identity of businesses on the platform. Stakeholders asked me to design a new vetting process for Trust and Safety agents. I went a step further by mapping out the entire user journey; identifying more pain points and aligning all players helped me arrive at a holistic solution.
Stakeholders said that Trust & Safety agents needed a new process to manually review businesses that failed some of Etsy’s automated checks. There were multiple points where an Etsy seller could ‘fail’ or ‘pass’ the process, and these outcomes needed to be reflected on both the agent and seller environments. On top of that, stakeholders were still in the process of defining ‘pass/fail’ criteria when it came to manual review. Many of the details were uncertain, and the ideas hadn’t been stress-tested.
Solution & impact
I mapped out our understanding of the seller experience, agent workflows, and automatic processes and for all major states and use cases. This allowed me to identify previously unidentified pain points and review them with the team. I held two stakeholder workshops to gather ideas around areas of uncertainty and question assumptions. I then scoped out design work based on the unresolved pain-points and converted them into action items; additionally I identified areas where we would need UX Copy support and User Research.
The final result was a multi-state workflow for agents and updates to the seller dashboard (inc. alerts and new upload functionality).
Designing for alignment
Throughout the design process, I used the journey-map I had created as an alignment document. All updates agreed upon by stakeholders were reflected in it so team members could use it as reference. Additionally, I codified team norms around design meetings and reviews, so engineering and stakeholders could stay unblocked and up-to-date.