Second-hand fashion online shopping!
10M+ users monthly visit Ladenzeile platform
Lead product designer
Design sprint, User testing
SEO, Growth, Engineering
2 Weeks
Second-hand fashion online shopping!
10M+ users monthly visit Ladenzeile platform
Lead product designer
Design sprint, User testing
SEO, Growth, Engineering
2 Weeks
Second-hand fashion online shopping!
10M+ users monthly visit Ladenzeile platform
Lead product designer
Design sprint, User testing
SEO, Growth, Engineering
2 Weeks
Intro
Background
At Ladenzeile, under the Axel Springer umbrella, I had the privilege of delving into the untapped potential of online second-hand shopping. Leading the design direction and closely collaborating with the SEO, Growth, and Engineering departments, we collectively ushered in a successful launch, adding over a million products to our portfolio. It was rewarding to see our user testing successfully address pivotal challenges faced by both our users and our valued business partners in the second-hand market. Together, we innovatively introduced features that not only empower users but also make discovering and purchasing cherished items more accessible and affordable. I’m grateful for the team’s commitment and our shared drive to enhance the user experience.
Intro
Background
At Ladenzeile, under the Axel Springer umbrella, I had the privilege of delving into the untapped potential of online second-hand shopping. Leading the design direction and closely collaborating with the SEO, Growth, and Engineering departments, we collectively ushered in a successful launch, adding over a million products to our portfolio. It was rewarding to see our user testing successfully address pivotal challenges faced by both our users and our valued business partners in the second-hand market. Together, we innovatively introduced features that not only empower users but also make discovering and purchasing cherished items more accessible and affordable. I’m grateful for the team’s commitment and our shared drive to enhance the user experience.
Intro
Background
At Ladenzeile, under the Axel Springer umbrella, I had the privilege of delving into the untapped potential of online second-hand shopping. Leading the design direction and closely collaborating with the SEO, Growth, and Engineering departments, we collectively ushered in a successful launch, adding over a million products to our portfolio. It was rewarding to see our user testing successfully address pivotal challenges faced by both our users and our valued business partners in the second-hand market. Together, we innovatively introduced features that not only empower users but also make discovering and purchasing cherished items more accessible and affordable. I’m grateful for the team’s commitment and our shared drive to enhance the user experience.
Intro
Goals
Intro
Goals
Intro
Goals
Customer Trust & Awareness
Increase customer awareness and behaviour towards second-hand fashion, especially during the time of covid and Financial Challenges.
SEO Optimiization
Increase internal linking to other categories and pages on Ladenzeile platform.
Land new partner shops
Help sales introduce second-hand fashion to existing and land new partners.
Experimental grounds
Experiment with introducing new features to help steer user engagement and behaviour toward the usage of filters and a product slider to help promote and inject highlighted second hand products.
Customer Trust & Awareness
Increase customer awareness and behaviour towards second-hand fashion, especially during the time of covid and Financial Challenges.
SEO Optimiization
Increase internal linking to other categories and pages on Ladenzeile platform.
Land new partner shops
Help sales introduce second-hand fashion to existing and land new partners.
Experimental grounds
Experiment with introducing new features to help steer user engagement and behaviour toward the usage of filters and a product slider to help promote and inject highlighted second hand products.
Customer Trust & Awareness
Increase customer awareness and behaviour towards second-hand fashion, especially during the time of covid and Financial Challenges.
SEO Optimiization
Increase internal linking to other categories and pages on Ladenzeile platform.
Land new partner shops
Help sales introduce second-hand fashion to existing and land new partners.
Experimental grounds
Experiment with introducing new features to help steer user engagement and behaviour toward the usage of filters and a product slider to help promote and inject highlighted second hand products.
Research
User research
Research
User research
Research
User research
Early Product discovery
Revealed users are interested in buying secondhand products online for fashion, They prefer to see them in separation from other regular shopping items, We introduced two different ways to discover second-hand items, in a product slider and a separate dedicated category.
Early Product discovery
Revealed users are interested in buying secondhand products online for fashion, They prefer to see them in separation from other regular shopping items, We introduced two different ways to discover second-hand items, in a product slider and a separate dedicated category.
Early Product discovery
Revealed users are interested in buying secondhand products online for fashion, They prefer to see them in separation from other regular shopping items, We introduced two different ways to discover second-hand items, in a product slider and a separate dedicated category.
Research Insights
Our Target
Females (25-56)
72.5%
Users Interested in second hand.
Methodologies
Design Survey (40 participants)
75%
Prefer to see regular items per default not mixed.
52.5%
Should be a separate Category.
Two Research insights formed an understanding of the user’s problem and needs:
The desire to see second-hand items in a separate category.
User Interviews revealed a trust signal issue in shopping for second-hand items online and unclear navigational touch points on our platform to explore in that category.
Two Research insights formed an understanding of the user’s problem and needs:
The desire to see second-hand items in a separate category.
User Interviews revealed a trust signal issue in shopping for second-hand items online and unclear navigational touch points on our platform to explore in that category.
Two Research insights formed an understanding of the user’s problem and needs:
The desire to see second-hand items in a separate category.
User Interviews revealed a trust signal issue in shopping for second-hand items online and unclear navigational touch points on our platform to explore in that category.
Problem statement
Ladenzeile users, despite their interest in second-hand fashion as per early research, struggle with navigating the platform and have unresolved trust and awareness issues. Based on user interviews This often drives them to prefer other platforms or in-store experiences due to concerns over prices, sizes, product quality, authenticity, and return policies when considering online purchases.
Problem statement
Ladenzeile users, despite their interest in second-hand fashion as per early research, struggle with navigating the platform and have unresolved trust and awareness issues. Based on user interviews This often drives them to prefer other platforms or in-store experiences due to concerns over prices, sizes, product quality, authenticity, and return policies when considering online purchases.
Problem statement
Ladenzeile users, despite their interest in second-hand fashion as per early research, struggle with navigating the platform and have unresolved trust and awareness issues. Based on user interviews This often drives them to prefer other platforms or in-store experiences due to concerns over prices, sizes, product quality, authenticity, and return policies when considering online purchases.
Product strategy
Strategy
The team aligned on a strategy of tactics of 2 stages short-term goals in a measured timeline to achieve market fit as part of the bigger company strategy
Product strategy
Strategy
The team aligned on a strategy of tactics of 2 stages short-term goals in a measured timeline to achieve market fit as part of the bigger company strategy
Product strategy
Strategy
The team aligned on a strategy of tactics of 2 stages short-term goals in a measured timeline to achieve market fit as part of the bigger company strategy
STAGE 1 - Done not covered here
Second hand early stage introduction
The second-hand product slider we our early strategic step to test out user interest in second-hand shopping online and the results were positive and achieved a major success.
STAGE 2
Second hand dedicated landing page
A landing page to encapsulate all second-hand products to steer users, achieve awareness, and improve internal linking.
Enter Design Sprint
I led the design sprint creation for Second-hand Landing page, planning and aligning with stakeholders, I mentioned here only a few major aspects of the sprint
Design Sprint
Uncovered Insights
We evaluated users journeys and users personas based on our product early stage user research to help us map out their discovery journey of second hand products and choose our target personas for the sprint.
We also identified the major players in the second hand online shopping to benchmark our prototype and ideally bring new features to our platform that solves user challnages.
Design Sprint
Uncovered Insights
We evaluated users journeys and users personas based on our product early stage user research to help us map out their discovery journey of second hand products and choose our target personas for the sprint.
We also identified the major players in the second hand online shopping to benchmark our prototype and ideally bring new features to our platform that solves user challnages.
Design Sprint
Uncovered Insights
We evaluated users journeys and users personas based on our product early stage user research to help us map out their discovery journey of second hand products and choose our target personas for the sprint.
We also identified the major players in the second hand online shopping to benchmark our prototype and ideally bring new features to our platform that solves user challnages.
User personas
User personas
Bargain Hunter
Interested in cheap leather jackets but concerned about the quality if they bought it online.
Vintage Lovers
Looking to buy vintage sneakers but worried if they are fake!
Eco Warrior
Usually shop online in different places but they are most concerned about how environment friendly the products they are trying to buy
User personas
User personas
Bargain Hunter
Interested in cheap leather jackets but concerned about the quality if they bought it online.
Vintage Lovers
Looking to buy vintage sneakers but worried if they are fake!
Eco Warrior
Usually shop online in different places but they are most concerned about how environment friendly the products they are trying to buy
User personas
User personas
Bargain Hunter
Interested in cheap leather jackets but concerned about the quality if they bought it online.
Vintage Lovers
Looking to buy vintage sneakers but worried if they are fake!
Eco Warrior
Usually shop online in different places but they are most concerned about how environment friendly the products they are trying to buy
User personas
Journey mapping
Each user potentially has a different entry point to reach our platform, even in some cases the journey starts offline when they can’t find the right size for what they are looking for. eventually, we identified a major hypothesis to try to address in our solution.
User personas
Journey mapping
Each user potentially has a different entry point to reach our platform, even in some cases the journey starts offline when they can’t find the right size for what they are looking for. eventually, we identified a major hypothesis to try to address in our solution.
User personas
Journey mapping
Each user potentially has a different entry point to reach our platform, even in some cases the journey starts offline when they can’t find the right size for what they are looking for. eventually, we identified a major hypothesis to try to address in our solution.
Design Sprint
Lightning demos
We themed our findings in an easy-to-understand feature set that we assume will help solve our identified challenges for the users and some of them are.
Design Sprint
Lightning demos
We themed our findings in an easy-to-understand feature set that we assume will help solve our identified challenges for the users and some of them are.
Design Sprint
Lightning demos
We themed our findings in an easy-to-understand feature set that we assume will help solve our identified challenges for the users and some of them are.
Seasonal styles Display
Direct messages about authenticity
Predefined filters for brand, sizes and prices
Early bird items
Multiple entry points
Seasonal styles Display
Direct messages about authenticity
Predefined filters for brand, sizes and prices
Early bird items
Multiple entry points
Seasonal styles Display
Direct messages about authenticity
Predefined filters for brand, sizes and prices
Early bird items
Multiple entry points
Hypothesis
We had a winning solution “ Overpowered FSP “ which addresses the following hypothesis and we introduced new features
Hypothesis
We had a winning solution “ Overpowered FSP “ which addresses the following hypothesis and we introduced new features
Hypothesis
We had a winning solution “ Overpowered FSP “ which addresses the following hypothesis and we introduced new features
Entry Points
If we provide relevant and intuitive entry points on the page, then the users will continue their journey on LZ
Price aware users
A forward visible smart generated filter associated with prices, and sizes curated based on criteria defined would solve the challenge of finding the right fit of a product.
Awareness
If we introduce our second-hand category with KEY-credibility (SH USP) at first sight, then the users will shop SH on LZ and come back, because they trust us.
Automatisation feature
If we provide relevant content through automatizing the features on SH
LZ, THEN the users will always continue their shopping on LZ & come back, because they trust us and get good recommendations or substitute to new products.
Entry Points
If we provide relevant and intuitive entry points on the page, then the users will continue their journey on LZ
Price aware users
A forward visible smart generated filter associated with prices, and sizes curated based on criteria defined would solve the challenge of finding the right fit of a product.
Awareness
If we introduce our second-hand category with KEY-credibility (SH USP) at first sight, then the users will shop SH on LZ and come back, because they trust us.
Automatisation feature
If we provide relevant content through automatizing the features on SH
LZ, THEN the users will always continue their shopping on LZ & come back, because they trust us and get good recommendations or substitute to new products.
Entry Points
If we provide relevant and intuitive entry points on the page, then the users will continue their journey on LZ
Price aware users
A forward visible smart generated filter associated with prices, and sizes curated based on criteria defined would solve the challenge of finding the right fit of a product.
Awareness
If we introduce our second-hand category with KEY-credibility (SH USP) at first sight, then the users will shop SH on LZ and come back, because they trust us.
Automatisation feature
If we provide relevant content through automatizing the features on SH
LZ, THEN the users will always continue their shopping on LZ & come back, because they trust us and get good recommendations or substitute to new products.
Prototype
Our design went through two stages
Team Feedback
Figma Overview
Prototype
Our design went through two stages
Team Feedback
Figma Overview
Prototype
Our design went through two stages
Team Feedback
Figma Overview
Before
After
Testing and Iteration
Testing and Iteration
Testing and Iteration
Method
User Testing
The team opted to use testerpool to find users matching our personas and showcase the prototype and gather feedback
We interviewed 10 users who match our target audience in a moderated user testing setting online and discovered the following
Method
User Testing
The team opted to use testerpool to find users matching our personas and showcase the prototype and gather feedback
We interviewed 10 users who match our target audience in a moderated user testing setting online and discovered the following
Method
User Testing
The team opted to use testerpool to find users matching our personas and showcase the prototype and gather feedback
We interviewed 10 users who match our target audience in a moderated user testing setting online and discovered the following
Curated filter sizes users can interact with directly based on our available catalogue as we identified in Second hand one of the most challenging aspects is finding the proper size
Curated filter sizes users can interact with directly based on our available catalogue as we identified in Second hand one of the most challenging aspects is finding the proper size
Curated filter sizes users can interact with directly based on our available catalogue as we identified in Second hand one of the most challenging aspects is finding the proper size
Curated price filters to help price-aware customers quickly set their price range using the filter short path.
Curated price filters to help price-aware customers quickly set their price range using the filter short path.
Curated price filters to help price-aware customers quickly set their price range using the filter short path.
Vintage hunters was an additional persona we discovered and the user found value in promoting vintage second hand products in a dedicated section
Vintage hunters was an additional persona we discovered and the user found value in promoting vintage second hand products in a dedicated section
Vintage hunters was an additional persona we discovered and the user found value in promoting vintage second hand products in a dedicated section
After aligning with Engineers and user feedback in an online moderated user testing setup
Results
Results
Results
Brought Awareness and Entry Points
One of the most important KPIs of this project is to bring awareness for secondhand online shopping and generate trust with users.
User Experience
Newly introduced smart price filters and smart sizes were planned to be mainstream on the platform.
Reduced crawler budget to index pages
350 internal linking increase to other secondhand pages.
1.5m+ Fashion items
Empowering the landing of more than 1.5 million fashion items in Germany for users through existing and new partners due to our successful solution positive impact.
Brought Awareness and Entry Points
One of the most important KPIs of this project is to bring awareness for secondhand online shopping and generate trust with users.
User Experience
Newly introduced smart price filters and smart sizes were planned to be mainstream on the platform.
Reduced crawler budget to index pages
350 internal linking increase to other secondhand pages.
1.5m+ Fashion items
Empowering the landing of more than 1.5 million fashion items in Germany for users through existing and new partners due to our successful solution positive impact.
Brought Awareness and Entry Points
One of the most important KPIs of this project is to bring awareness for secondhand online shopping and generate trust with users.
User Experience
Newly introduced smart price filters and smart sizes were planned to be mainstream on the platform.
Reduced crawler budget to index pages
350 internal linking increase to other secondhand pages.
1.5m+ Fashion items
Empowering the landing of more than 1.5 million fashion items in Germany for users through existing and new partners due to our successful solution positive impact.