Executive Summary

Why have I chosen this project?

To showcase a more marketing-led (over user experience) piece of work, whilst seamlessly balancing UX and business objectives.
 

Context

With the key theme to drive circularity through converting buyers into sellers, the Listing team has committed to create Repop™️ a tool for users to list items previously bought on the Depop app, reducing time and effort through data duplication.
 

Brief

Create a quick and easy way for users to re-list their past purchases with emphasis on company’s circularity theme.
 

Hypothesis

We believe that by prompting users to resell items they’ve previously bought through 1-click relisting, we can increase first time listers and listings.
 

Process

💡
Discover
  • Team kick off
  • User journey
  • Problem statements
  • Data
  • Competitor Analysis
📝
Define & Explore
  • Ideation
  • Prototype
  • Concept test
  • Critique
🧪
Develop & Test
  • Usability test
  • Iterate
  • Hand off
  • Test
 
 
🚀
Deliver
  • Results
  • Iterate
  • Launch

💡 Discover

Current user journey

🔄 to relist bought items
Experience map of current journey to relist in-app bought items
Experience map of current journey to relist in-app bought items
 

Business goals

Working towards one of Depop’s overarching theme and key initiative; Circularity.
  • Circularity, within the fashion industry and marketplace.
  • Circularity, in keeping the buying and selling loop within the app.
  • Circularity, in converting our buyers into sellers to then increase inventory.
 

User problems

No quick and easy way for users to:
  • Relist items that don’t fit well (no return policy on the platform)
  • Relist items that they no longer wear
 

Data

In a data study on Circularity our analysts found out that within an average user life cycle, users who are buyers first are more likely to become sellers as they spend more time on the platform, compared to sellers becoming buyers.
  • 23% of total buyers become sellers within 30days of activation
 

Competitor Analysis

Looked at direct competitors including Poshmark, Grailed, Goat, Vestiaire Collective who offer a similar feature to quickly list bought items or items from search.
Poshmark — Purchases page with ‘Reposh’ feature
Poshmark — Purchases page with ‘Reposh’ feature
Poshmark — Listing details copied over, including photos
Poshmark — Listing details copied over, including photos
Goat — List similar items from search
Goat — List similar items from search

Key features to note include:

  • Poshmark’s feature brought in the previous seller’s photos which is something myself and the team aren’t too keen of doing, although it will reduce time to list by a lot.
  • Vestiaire Collective’s feature sat at the end of their product page and wasn’t specifically a relisting tool, it allowed users to copy the live listing from search into
 

📝 Define & Explore

Ideate

With consideration to how users are currently approaching this task of re-listing bought items. This feature has potential to sit on multiple screens within the app including entry points outside the app.
Ideation: sketches & user flows
Ideation: sketches & user flows

Potential entry points include:

IN APP
  • Listing product page
  • Receipts: all bought listings Where users go to look at their bought items details, before they relist it
  • Notifications Similar to push notifications or CRM email but a bit less intrusive
  • Homepage Currently only buyer tasks, no seller tasks
OUT OF APP
  • Email Specific time delay after item is bought
 

Issues & Compromise

⚠️ The current Receipts flow does not benefit the navigation into the feature.
  • Confusion around finding Receipts: buyers and sellers receipts are currently separated into 2 areas on the Depop app
  • Users tend to go to the Selling hub and cannot find their bought receipts
 
⚠️ Taking a balanced approach when deciding which data fields will be duplicated over from bought listing into new sellers listing.
  • What feels appropriate?
  • Photos and Description fields are known to be the two most difficult input fields to fill for our users
  • We own the rights for all of the data within each listing, however will users find it problematic when this information is copied over?

Validate

In collaboration with User Researcher, we commissioned a concept test to better understand:
  • Where do users go when they want to relist an item they previously bought?
  • Do users understand what Repop™️ means?
  • What information do users expect to be copied over from the bought listing to their own listing?
 

Findings

Audit of what data will be duplicated over to new listing
Audit of what data will be duplicated over to new listing

We found out that

  1. Most users can figure out what Repop™️ meant after thinking about it - but it was not a term that all users understood instantly or clearly, although widely used online.
→ We potentially need to do more education about what this feature actually does and why it is helpful
 
  1. A lot users go to find their purchases to access photos, description and prices to then create their own listing from. It is a good reminder for them, as we already know that users tend to struggle most with photos, description and pricing when they perform the task of listing.
 
  1. A lot users did not want their photos to be used by somebody else on the app, one saying it would “be weird” as they viewed their listings as an art and it shouldn’t be copied. Although some did not mind and thought it would be useful and fast to be able to duplicate photos.

Designs

Repop — Design prototype used in testing
Repop — Design prototype used in testing
1️⃣ Profile: User taps on receipts
→ Decided to add in a tool tip to help with entry navigation
2️⃣ Receipts: User taps on past purchase item they want to now sell (✨Repop™️✨)
3️⃣ List an item: Partly populated, User completes missing information and posts listing

🧪 Develop & Test

Validate

After concept testing earlier and gaining foundational insights and confidence for initial designs, we decided to conduct a usability test with real users before experiment.
Utilising the UXR initiative at Depop called Continuous Research where PDs and PMs are able to run our own studies. I wanted to understand how users would use the proposed design.
 
Task: Repop™️ — Relist a bought item
Participants: 2 new listers, 2 casual sellers, 1 top seller
What I wanted to learn:
1️⃣ Can users navigate to find where to Repop?
2️⃣ Do users understand what the feature does?
3️⃣ Do users find this tool useful?
 

Findings

✅ 5/5 Understood that Repop™️ meant duplicating their old listing. It was quite obvious as the CTA is located next to their purchase item.
⚠️ 3/5 Users were able to find Repop™️ right away by accessing Receipts from Profile but 2/5 went to Selling hub.
🔴 2/5 Did not find the tool very useful as it did not copy over key information that they find where the ‘chunkiest’ ie. photos and description.
 

Iteration

🔧 Add a tool tip on Profile to educate users about this new feature
🔧 Receipts being in 2 places on the app is a wider navigation problem to be tackled in a later date with cross team collaboration
 

🚀 Deliver

MVP Design

Repop — MVP Prototype
Repop — MVP Prototype

Features include:

1️⃣ Tooltip at Profile page to help users navigate into Repop™️
2️⃣ Banner on Receipts page to learn more about the new feature which takes users to a help page if they need
3️⃣ Repop™️ by item on the Receipts page
4️⃣ Most fields are auto-populated from user’s previous bought listing
🚫 Information not copied over include: photos, price
☑️ Shipping and location details carried over from user’s own selection
 

Experiment results

✅ Unique listings started +43.9%
✅ Unique users listings +4.26%
✅ Total listings posted +3.41%
 

Next steps

  • PMM-led GTM launch with lifecycle testing, influencer activity and festival messaging.
  • Create Web and Android designs following each design platform guidelines.
  • Add availability for bundle listings scenario.
  • Create experiments for additional entry points eg. email and on homepage.
 

Learnings

What went well

  • I’ve learnt a lot about marketing working closely with PMM on this project. I was a good experience to understand more of this side of product as I mostly am research leaning.
  • Through out research sessions I was able to understand user behaviour and how best to tackle this simple yet complex brief.
  • All around a very positive experiment and released piece of work, we were able to lift all the metrics we wanted to stated in our hypothesis.
 

Things to learn from 📈

  • Although quite a simple solution, this was a conflicting project to work on alongside and in between two very opposing views from marketing VS user research. Some projects lay further on one side of the scale and this is a good example of one that is more marketing led. In simple terms, the feature itself already existed and was called ‘Copy listing’. It was rebranded and redesigned to fit a marketing initiative and a better name for promotion of circularity.
  • Placing an entry point to the feature within Receipts was the best solution without changing too much within the existing product, given delivery time and scope. Even though we knew users struggle to find Receipts that currently lives in Profile. To combat that problem, we added a tooltip to clearly mark where it sits.
 
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