Kijiji Redesign
Buying, selling and renting on Kijiji can be a very impersonal experience. You don't know who you're buying from and that can be really intimidating.
This redesign focused on redesigning the profile page to offer more information on the seller and increase the confidence of the buyer.
User Research
To understand the users current needs interviews, market research and an app audit were conducted.
Goals:
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What are the challenges of connecting with sellers?
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What impressions come from sellers profiles?
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What are pain points when it comes to using buy/sell platforms
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Are there other products available and how do they differ?
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What kind of information do other platforms offer on their sellers?
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How does the target audience respond to the current options
Market Research
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target audience
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audience response to media based advertising
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Kijiji marketing strategies
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competitor market strategies
App Audit
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Buy/sell platforms
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Facebook Marketplace
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Poshmark
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Craigslist
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Etsy
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Rental platforms
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Facebook Marketplace
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Craigslist
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Rentals.ca
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Rent Seeker
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Zumper
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Findings
#01
Research gained from interviews showed that users felt a lack of confidence in purchasing/renting from other members if there was no information available on the seller.
#02
The impersonal feel of the profile page made users question the validity of the seller as well as the lack of reviews/information on previous sales they may have made.
#03
Users also found that many members don't include profile photos, which challenged their confidence level in the validity of the seller.
Building Empathy
Using the collected research, a user persona, empathy map and customer journey map were developed.
Empathy Map
Customer Journey Map
User Flow
Style Tile
Wireframing, Mockups & Final Design
Wireframe: Mobile, Tablet & Desktop
After developing wireframes, the next step was mid-fidelity to high-fidelity mockups.
Mockup: Mobile, Tablet & Desktop
Mobile - Profile and Edit Page
Tablet - Profile and Edit Page
Desktop - Profile and Edit Page
Final Design
Conclusion
This project gave me the opportunity to solve the problem of lack of confidence in sellers and buyers by offering an About Me section, Reviews and improved Contact information. By increasing confidence, customers are more likely to use the platform to sell their products, buy other products and rent property.
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I worked on this project individually for a total of 7 weeks.
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If more time was available:
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Conduct more user-research to identify different users of the platform
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Oversee usability testing and app walkthroughs
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Create a new customer journey map including adjustments made to the current platform
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Build on the previously designed style guide and layout
Learnings
#01
Confidence is key
In order for Kijiji to make improvements to their experience, they need to make their customers feel confident in selling/buying to other users. Otherwise, customers will move to other platforms
#02
Browser to Mobile
Further research into how users interact with the mobile app vs. the browser version may offer more opportunities for improvement in functionality and design.
#03
Focusing on the future
More research should be conducted on why many users are transitioning to other platforms such as Facebook Marketplace. Applying a survey technique may be useful to gain insight.