Nothing kills marketplace momentum faster than repeated forms.
Onboarding sellers for a marketplace is tricky. We thought we had it covered, collect the info once, guide them through registration, let them start selling.
Then came Stripe Connect. Suddenly, sellers are asked for a whole new set of details. This creates two onboarding flows. Twice the friction, twice the chance someone drops off.
The fix I came up with is simple in principle: forward as much info as we can, so Stripe can pick up where we left off. Less repetition. Smoother first sale.
It’s a small change, but these tiny UX moments decide whether someone becomes an active seller or disappears before the first transaction.