I started from the funnel data, Hotjar recordings and an earlier AB test on a photo education link, which cut reminder-setting by 17% and lifted completed listings by 7.5% among engaged sellers. I worked on the following hypothesis: sellers defaulted to the lowest-effort option (set a reminder) due to cognitive overload from too many competing choices, turning a temporary "car's not with me" moment into a reason to defer the whole listing. From there I shaped the design goal: to reduce the intro page to one clear CTA with secondary options behind progressive disclosure.

This change drastically improves the overall appearance of the photo page but the team and I were cognisant that this test alone wouldn’t encourage sellers who didn’t want to take pictures to continue. Instead our aim was to guide sellers more gently into supplying images rather than serving an up front panic moment that leads to abandonment.