Claes

This project was for the client 'Blocket', during the UX module at Hyper Island.


12 interviewees and 15 testers were involved in the development of 3 new features addressing a business goal of increasing the log in ratio of the web.


On an extremely tight schedule, the students exceeded our expectations…

  •                                                                                            – Nils Kernel, Growth Manager @Blocket



Feature:

Communities

Description

Groups where fans can share content makes blocket marketplace business model more defensible against other competitors(FB marketplace, groups). You can only join groups once you are logged in, the feature directly addressing the business goal of increasing log in ratio.


Unity is a core human feeling we get, both through interaction with other people(online or in person), or through sharing an interest. By adding groups for specific interests we aim to target both ways of obtaining a feeling of connection with other people.

Feature:

Personalized Feed

Description

A feed with content specialized for you, based on stuff you have liked, people and interests you follow.


A personalized feed provides ‘stored value’ to the users logged in experience. The time you have spent pesonalizing your feed through your interests and following people tags and group feels like an investment in blocket. In the same sense that Spotify’s algorithm keeps me from changing to another streaming service – it’s just gotten to know me too well to let it go – I will not change from blocket to another online digital marketplace where I will need to start over putting in time before obtaining a compelling personal experience.

Feature:

Profile + Reviews

Description

We challenged blocket with the idea of user profiles and ratings. The ratings are visible as either two labels verified and blockomaniac(rating greater than 4 stars), to avoid scaring existing users away by the fear of getting a bad review (the reason why they had not included the feature thus far)


User profiles with information and a picture helps us identify and build empathy with another person. Ratings gives proof of previous diligence. Combining both user profiles and a rating system we suddenly have enough to trust a stranger online.

Old vs. New User Journey

Old -> Open ended

The traditional blocket website user journey. Is open ended and shortlived. Doesn't incentivize user to log in and stay there.

New -> Circular

With the added feature of a community and stored value we incentivize the users to come back, and closing the user journey loop making it circular.

The process

The journey from brief to 3 new web features


The Design Process

The Brief

Ideation

Research Identifying opportunity

Mapping it all together

Reflections

Feedback





Briefed by blocket:

"Increase the ratio of users that are logged in to www.blocket.se from 60-80%"



Revised by us:

"How might we create value for the users logged in experience of www.blocket.se"

Ideation Process

Denying Clichés & User Journey

Denying clichés to question and find opportunity.

Cliché; “blocket is only a place for me to buy and sell"

Invert to oppportunity; "blocket can also be a place to socialize and create communities around interests"


Identifying pain points in the existing user journey.

The user journey is short lived and disengaging.

Lack of trust is a pain point during 2nd-hand shopping online.

Iterative design,

Action research.

Fast decisions based on what future and existing users really want,

and mapping the opportunities.

Interviewee

Yuliya, 27


Opportunity 2

"Create value for logged in xp to address the short lived and disengaging user journey"

“Blocket for me is more of a one night stand, I sold something fast and forgot about it”



This quote supported a hypothesis we had entering the project(from braindump) right now the users primary value on blocket is its core offering, providing a digital market place to sell your stuff with a big audience and renowned all throughout sweden. As opposed toi facebook which has many other functions that make you want to stay we are not going to get people to log in unless there is more incentive for the user to be logged in

This supported the idea that creating value for being logged in.

Interviewee

André, 32


Opportunity 1

"Increase trust between users to meet the need for trust in online transactions"

“Ratings and reviews are important for me when I look for recipes, let alone when it comes to online transactions and security”



This quote supported a hypothesis we had entering the project(from braindump) right now the users primary value on blocket is its core offering, providing a digital market place to sell your stuff with a big audience and renowned all throughout sweden. As opposed toi facebook which has many other functions that make you want to stay we are not going to get people to log in unless there is more incentive for the user to be logged in

This supported the idea that creating value for being logged in.

Interviewee

Yuliya, 27


Opportunity 2

"Add value to logged in xp"

Addressing the shortlived and disengaging user journey.

“Blocket for me is more of a one night stand, I sold something fast and forgot about it”



This quote supported a hypothesis we had entering the project(from braindump) right now the users primary value on blocket is its core offering, providing a digital market place to sell your stuff with a big audience and renowned all throughout sweden. As opposed toi facebook which has many other functions that make you want to stay we are not going to get people to log in unless there is more incentive for the user to be logged in

This supported the idea that creating value for being logged in.

Feedback

From a growth manager at Blocket