Show me the money: Optimizing ecoATM’s “Price Your Device” Funnel
2026
UI+UX Design
AI
Domain
B2C Funnel Optimization
Timeline
2025–2026
Role
Sr UX Designer
Tools
Figma, Figma Make, Lyssna
Context
I led the 2025 redesign of the ecoATM mobile app. Our app helps people selling their old phone get a price, and prep their device to be sold at 7,500+ ecoATM Kiosks.
In our redesign, I removed key blockers in our “Price Your Device” funnel, developed a brand new design system in line with our earlier rebrand, and overhauled the entire UI to the new design system.
Before the redesign: Price Your Device Funnel
Your phone’s make, model, & capacity is auto detected
You answered questions about the condition of your phone
You were asked to remove your iCloud Account
People were getting stuck here!
You get your price offer & a drop-off code for the kiosk
People were getting stuck here!
Problem: Sellers were getting stuck at remove iCloud, and not making it to their price offer.
Why was it important that people removed iCloud?
1
Phones with an active iCloud account cannot be sold directly to another person
2
On inspection, the kiosk would lower their price offer because iCloud was still connected
3
50% of sellers with iCloud connected would walk away without selling
Hypothesis: Sellers were using the app to get a price estimate that they could use to shop around. At this point, they were not ready to commit to removing their iCloud in order to get an offer. We believed that moving “remove iCloud” to after they got their drop-off code would improve our funnel.
Introducing the Prepare to Sell flow
Before
Users were asked to remove their iCloud as a prerequisite to getting their price
After
Users got their price offer first, and then were guided through steps to remove iCloud & select payment method
Usability testing with Figma Make
We used Figma Make to test with our users before development. Through this early testing we identified two friction points in our instructions to remove iCloud:
- Users had to be connected to Wi-Fi in order to sign out
- Users were not sure if they should erase their data at this step
We incorporated these findings to improve the completion rate of our prepare steps.
Outcomes & Impact
After releasing this redesign, we saw huge improvements in our key funnel metrics for our Price Your Device flow.
+26%
price offer
views on iOS
+13%
price offer
views on Android
In addition to more overall conversions, we also found that our new “Prepare to Sell” feature coached more users to remove iCloud, resulting in a +3.88% increase in devices with iCloud removed at the kiosk — approximately $100k in incremental annual margin.
