Role
Skills
UX Research, Market Research Prototyping, Usability Testing
UX Designer
Timeline
8 Weeks, Fall 2022
Team
Kristine Xie, Ariel Kim, Anjolee Rice, Emily Chen
Depop Case Study
Design Innovation Illinois
Depop is an online marketplace where buyers and sellers can exchange unique goods. Its platform combines the features of an online marketplace with a social network where users can buy and sell unique secondhand items.
For this case study, my team focuses on increasing community engagement and streamlining the listing process for sellers. Our objective is to work within design systems and research to improve the existing Depop mobile app design for the benefit of both buyers and sellers alike.
Preliminary Research
User Interviews
To deepen our understanding of Depop’s user base, we conducted a series of surveys, interviews, and literature reviews. Our research focused on gaining clarity about user backgrounds, buyer behavior, and the selling experience. In total we gathered:
90+
Interview Responses
Survey Responses
Next, our team conducted a competitive analysis of the online second-hand retail market. To better understand the current buyer and seller environments, we evaluated other mobile apps that offer similar services and target a comparable user base to Depop. This allowed us to identify which aspects of Depop’s existing design were effective and which were not.
10+
Competitor Analysis
Key Insights
After conducting thorough research on Depop and its users, our team convened to consolidate our findings. Through extensive discussion and investigation, we generated several key insights for Depop’s mobile app, organized into three main areas of focus: Personalizing Discovery, Streamlining Listings, and Community.
Personalizing Discovery
Users prefer more personalized content for discovery.
Streamlining Listings
Sellers want an easy step-by-step listing process.
More accessible points of interaction fosters community.
Users like to see and engage with a feed of the people that they follow.
Buyers like to see structured, clear, and detailed listings. Special interest in quality and condition.
Community Engagement
User Personas & Journey Maps
To clarify our target users’ goals and understand their processes and interactions within the app, we developed potential user personas and corresponding journey maps. Our team concentrated on these users’ goals, needs, and pain points to pinpoint the areas of the app that need our attention. The journey maps illustrated each persona’s proposed actions, feelings, and thoughts during their interactions with the app, enabling us to identify potential opportunity areas.
Information Architecture
Before starting our designs, we first established the information architecture for the redesign to create a solid foundation for the app’s structure. The new design reorganized the app into four key sections: Home, Add, Cart, and Profile.
Initial Design Phase
Low Fidelity Wireframes
The initial phase of our design process involved sketching and digitizing low-fidelity wireframes. These wireframes reflected the established information architecture and feature both redesigns that simply modify existing screens and entirely new concepts.
Usability Testing
Before finalizing our high-fidelity screens and prototype, our team conducted usability testing to ensure that these new concepts aligned with our overarching "how might we" statement: How might we increase community engagement by personalizing discovery and streamlining the listing process? We implemented the following testing methods for the different screens corresponding to each of our insight statements:
Personalizing Discovery
Streamlining Listings
Community Engagement
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A/B Testing of Discover Page
Subjective Mental Effort Question (SMEQ) of Listing Process
A/B Testing of Homepage
Final Designs
By the end of the project, our team 80+ high-fidelity, fully prototyped screens. We completely revamped existing sections such as Home, Listing, and Profile, and introduced a new outfit-building tool in our final designs.
01. HOME
The new homepage design features a dual tab system, allowing users to choose between more personalized, targeted content ("For You") and the opportunity to explore new clothing items ("Discover"). Additionally, this page includes a new social feature that displays content from users you follow.
02. LISTING
To reduce user fatigue, the new listing process is less tedious and is organized into a step-by-step format. Users can track their progress at the top, helping them understand how far they are in the listing process and making it feel less overwhelming.
03. OUTFIT BUILDING
The outfit builder is a new feature that allows users to create outfits based on previously liked and saved content. For inspiration, users can collage an outfit independently or use a random shuffle feature for fresh looks. These outfits can then be shared on their profile for them and others to interact with.
04. PROFILE
The user profile design has been refreshed to create more accessible points of interaction that foster community. The layout is simplified, showcasing the user's items and likes, and providing direct access to the inbox for messaging.
Learnings & Outcomes
This case study was my first experience working on a full-scale UI/UX project. Thanks to our lead and my team, I had a positive experience learning about the UX design process. I had the opportunity to explore key research methods such as user interviews, personas, and journey maps, which will be integral to my future projects. Working with a motivated team made the experience even more engaging, as we generated unique ideas and solutions together. Overall, this experience provided me with a strong foundation to begin my UX journey.
