Mobile Empty States
(Wix Payments)
Showing stakeholders why a competitor's great content doesn't always translate. Here's how I used research to shift Wix Payments' mobile messaging from apologetic to action-focused.
The challenge
When certain account actions could only be completed on desktop, our Product Manager wanted to model our messaging after Spotify's mobile upgrade flow. Spotify uses empathetic language to share in the user’s frustration.
​
However, I identified a critical difference in context: Spotify's limitation is a business decision, based on avoiding Apple's third party fees, while our limitation was a technical constraint. Copying their tone wouldn't serve our users or align with Wix's voice.
​
With limited screen “real estate” and frustrated users hitting a roadblock, our messages needed to be solution-oriented, rather than dwelling on the problem.
Spotify's message featured an empathetic "we understand this isn't ideal".
My approach:
Research based advocacy
Empty states provide a valuable opportunity to help and guide users, especially at points of frustration. I used existing UX research to decide what would best serve our merchants when they reach these dead ends.
The existing research confirmed my initial theory- users don't want to be placated, they want to "get unstuck" as quickly as possible.
​
In addition, apologizing and promising future improvements can actually backfire. Framing the product as sub-par and lacking only enhances that impression in the user's mind, bringing negative feelings to the forefront.
​
One example of the discussion around apologies in the online space.
The solution
I compiled my research and created some empty state mockups to present to the Product Manager.
These new empty states maximized the limited space on our mobile app to push the solution (heading to desktop to fix the issue) rather than the limitation (this issue can't be dealt with on the app).
This proved convincing to my PM, who gave me the go-ahead to move forward with this content direction.
Now, for each of our "dead end" empty states, while still frustrating when encountered, there was an action-forward tone and clarity about how to get unstuck.
Initial mockup, side by side the original Product Manager-preferred phrasing