Instagram Shop, International
Background
After debuting Instagram Shop in the US in 2020, the Company aimed to introduce the same seamless shopping experience outside the United States in 2021. The immersive experience included features such as direct checkout with PayPal and Meta Pay, cross-border shipping, multilingual & multi-currency inventory, and international commerce compliance. The program was successfully launched in the UK in Nov 2021 and is scheduled to launch in the EU in the near future.
Role
Design Lead
Product Strategy
Team
1 PM
5 ENG
1 CD
1 UXR
Time
Mar 2021 —
Nov 2021
Audience
Fortune 500s
Local SMBs
People Problem
IG+FB Shops were launched for the audience in the United States only in 2020; potential buyers outside the United States were given a second-class experience with no localized language, price, and direct checkout.
Background
IG+FB Shops were launched as one of the top 4 company priorities during the COVID-19 pandemic. Our team started the work in Mar 2020, and launched it in Jul 2020.
Tailwind
Apple's privacy policy change challenged Meta's advertising business; Commerce became one of four pillars that buttressed the consumer experience; Commerce Manager had to grow and support international commerce through cross-border shipping.
Outlook
The COVID-19 pandemic accelerated the growth of global e-commerce gross merchandise volume (GMV).
Commerce Manager
Commerce Manager became the central hub where advertisers and sellers mange their inventory and IG+FB Shops.
Common Problem
Even an established brand like Away only ships to 3 countries. However, a global brand like Burberry ships to hundreds of countries.
User Flow
Designed the end-to-end multinational seller's journey.
Design Principles
Aligned the PM, ENGs, and CD through workshops; aligned partner teams through office hours.
Design Iterations
Designed the multinational navigation experience, which had many flaws.
System Design
Designed the optimal product architecture for multinational commerce operation.
Localization Settings
Designed and shipped the central hub for internationalization, where sellers can localize product descriptions, sizes, and prices.
Seller Onboarding
Partnered with the feature team to add a localized version of the seller onboarding flow.
Orders, Finance & Promotions
Partnered with each feature team to add a localized version of the orders, finance, and promotions tabs.
Settings
Designed and shipped the localizable general business information settings.
Checkout Method
Designed and shipped the localizable checkout method settings.
Finance
Designed and shipped the localizable finance settings.
Permissions
Designed and shipped the localizable permission settings.
Legal
Designed and shipped the localizable legal settings.
User Reseasrch
Designed the end-to-end seller onboarding experience to conduct usability research with a UX Researcher.
Final Design
Successfully launched the program in Q3 2021.
Buyer Experience
As a result, IG+FB Shops can now display localized information such as the $ v. the £.
