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
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
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.
Design Sprint
Prototype
Our design went through two stages
Team Feedback
Figma Overview
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.