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
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.
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.
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.
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.
Hypothesis
We had a winning solution “ Overpowered FSP “ which addresses the following hypothesis and we introduced new features
Prototype
Our design went through two stages
Team Feedback
Figma Overview
Before
After
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
After aligning with Engineers and user feedback in an online moderated user testing setup