How to optimize the selling experience on second-hand platforms without making users feel like…

  • Role: User Research Lead (Leading the Discover and Define Legs)
  • Design Processes & Tools used: Figma, Figjam, Google Drive, Slack, Zoom
Head shots of the team

User Interviews

Over the course of two days, our team conducted eight user interviews, both in person and over Zoom. We spoke with users not only of Vinted, but of a large range of second hand buy-and-sell sites, such as Depop, ebay, Facebook Marketplace, and Vestiaire Collective. Through the use of an interview guide (which was open to improvisation) utilizing open-ended questioning methods, we were able to obtain a large amount of data on users’ behaviours but also on their emotions, frustrations, victories, and opinions.

Images of users being interviewed

Affinity Mapping

Through an extensive affinity map with insights and quotes which from our users, a few main themes became apparent. It was clear that while Vinted was considering developing options such as swapping, allowing sellers to organise items in collections, and giving custom design to their profiles, we discovered that these things were not a priority for our users. We used our key insights from this exercise, along with the competitive analysis and user journey results, as the starting point for our ideation in phase 2.

Main Insights:

  • People don’t want to see themselves as a small business, but they have and also want to develop a sales strategy
  • “Messages can be very time consuming, and it takes a lot of time to upload items, negotiate, and sell them (…) the whole process isn’t very exciting”
  • Sellers want to make their items more appealing through photos and perks
Sections of our Affinity Map which led to our Main Insights

Competitive Analysis

Employing a feature inventory and various articles about the second hand landscape, we saw that while Vinted is a leader in both relevant features and prominence on the market, there were a few areas of improvement. We compared lacking features with our interviews to understand which ones were actually pertinent to our users, and earmarked these for our ideation phase.

User Journey Maps

Matching statements from our affinity map to emotions, we noted areas of improvement in the buying and selling processes. One thing we did however have to keep in mind was that some things the users wanted (the desire to return items that don’t fit, or to see the item in person before purchasing) had a large risk factor for the business, with obvious potential problems or leakage.

Image of User Journey Maps

This was based on the fact that while sellers on the platform do want to see themselves as a small business, they still employ sales strategies and want to find better ways to expedite the process and get better results. Efficiency often came before community, unless community could be easily obtained and then leveraged for more sales.

How Might We…

With this statement in mind, we came up with a set of six How Might We Statements that responded to users’ pain points. After discussing these as a group, we realized that two of them could potentially generate more trouble than good for the business, and so we focused on the following four highlighted statements.

Design Sketches
Ideation during Crazy Eights

Design Studio

With our four questions in mind, we went through two rounds of Crazy 8’s followed by discussions. Many ideas were knocked out straight away (such as a fun but technically difficult AR concept), but a handful made it into a more advanced state of discussion, including ideas that were a combination of multiple sketches.

Feature Prioritisation

While many of the features were interesting and could bring value to both users and the business, some were just too complex to carry out in a first step, or would need more research to perfect. We narrowed it down to three winning ideas:

Sketches to Wireframes of Seller Strategies
  • Seller Profile Enhancement
Sketching to Wireframes for Profile Optimisation
Sketch to lo-fi to hi-fi wireframe
From Crazy 8’s to a first lo-fi wireframe, to the final hi-fi wireframe

Usability Testing

After a first round of usability testing with five users, we found that the way Vinted was currently set up to modify a profile was too complicated, and that the UX writing to explain the automated sales strategies wasn’t quite right. After simplifying ways to get to a user’s profile and to their settings, as well as rewriting the options to be a bit more simple, we ran another round of testing with five users. We saw a huge improvement, with the only snag being a bit of remaining confusion with the language used for the sales strategies. For the final prototype, we changed the language to be longer and more clear rather than trying to make it short and snappy.

Images of the hi-fi prototype

Key Takeaways

  • Everything must be proven through research — what a company thinks users want is not always what they want, and also, what users think they want isn’t always what they want either!
  • UX Writing is extremely important but also a specialised skill
  • Smooth project management makes teamwork a dream!

Read the full article here

Leave a Reply

Your email address will not be published.

Mobile UX Design in 2022 :: UXmatters

Mobile UX Design in 2022 :: UXmatters

Table of Contents Hide Factors of Good Mobile UX DesignMinimizing On-Screen

Big plans, a product relaunch, and healthy organizational tension

Big plans, a product relaunch, and healthy organizational tension

Our VP of User Research, Roberta Dombrowski, talks about the painstaking work

You May Also Like