Sarena Higbee
Content Designer & Strategist
Mercari order tracking (mobile)
Mercari (2017)
As Mercari’s lead UX writer, I collaborated with product management to user test and redesign the mobile order status flow, making it easier for customers to see where their package is.
One key change moved the progress bar from a horizontal to vertical orientation.
This gave us greater real estate to provide short informational updates on shipping status.
I also made the four steps of Shipping, Delivery, Rating, Complete dynamic:
Only the current step is highlighted
Future and past steps are greyed out
Past steps transition to past-tense language:
Shipped
Delivered
Rated
Tracking-related customer service inquiries dropped 10% in the first week, post-launch.
Creative Cloud cancellation
Adobe (2015)
The ultimate goal of this project was to make it easy for customers to cancel, pause, or change their plan without having to call customer service.
I balanced the customer need for transparency and clarity with the business need for retention:
I clearly explained the parameters of cancellation
I used "your" phrasing to lend a sense of ownership
Perhaps most importantly, I fleshed out Plan details—which was originally limited to the plan name and expiration date—to show customers everything their plan included
This required substantial cross-departmental research, as no one had ever documented everything that came with each plan
Adobe account recovery
Adobe (2014)
As part of a push to enhance security, Adobe enabled two-step verification. This was at a time when 2FA was still relatively new and not widely understood.
I streamlined end-to-end messaging throughout the user flow, encouraging customers to keep a phone number on file. This extended beyond the Account Management pages to include pop-up prompts and confirmations, error messages, and emails.
Adobe sign-in error
Adobe (2014)
While I typically use a "less is more" approach to pop-up copy, I felt in this case it was important to be very specific. Many customers are unaware of licensing limits, so to simply get an error message when logging in was confusing. My rewrite helps people understand why they need to sign out, first, as well as what their options are.
Zynga (2012)
In 2012 Zynga declared independence from Facebook, building our own gaming platform. We then needed hundreds of thousands of existing players to extend their Facebook email authorizations to us.
I worked on a team of UX designers to create simple, non-threatening user flows and messaging to persuade players to extend their email authorizations to Zynga. This was particularly challenging because many players thought Zynga and Facebook were the same company, and therefore didn't understand the need to re-authenticate.
While my primary objective was clarity and transparency, I also strove to inject each point of the journey with the surprise and delight players had grown to expect from Zynga.
