Mina Awadallah / Projects

Second-hand fashion online shopping!

10M+ users monthly visit Ladenzeile platform

Lead product designer

Design sprint, User testing

SEO, Growth, Engineering

Mina Awadallah / Projects

Second-hand fashion online shopping!

10M+ users monthly visit Ladenzeile platform

Lead product designer

Design sprint, User testing

SEO, Growth, Engineering

Mina Awadallah / Projects

Second-hand fashion online shopping!

10M+ users monthly visit Ladenzeile platform

Lead product designer

Design sprint, User testing

SEO, Growth, Engineering

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.

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

Hypothesis

Hypothesis

Hypothesis

We had a winning solution “ Overpowered FSP “ which addresses the following hypothesis and we introduced new features

Hypothesis

Title

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.

Hypothesis

Title

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.

Hypothesis

Title

Design Sprint

Prototype

Our design went through two stages

Team Feedback

Figma Overview

Design Sprint

Prototype

Our design went through two stages

Team Feedback

Figma Overview

Design Sprint

Prototype

Our design went through two stages

Team Feedback

Figma Overview

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.

Let’s talk

Email @ mina@awadallah.io

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