Kijiji Classified Ads (Ebay)

UX | UI  +  Responsive  +  Brand System

Ebay business that focused on Canadian Classified Ads. This app experience was to be similar to Craigslist in the US. I focused on designing a user flow that allowed for a freemium business model. This would allow a user to try before they buy. I also had to keep in mind the advertiaing tiless that would be generated, as this would be the revenue stream that funded this product offering.

  • CompanyKijiji
  • IndustryConsumer Marketplace
  • RoleUX / UI Design Lead
  • ProductCanadian Classified Marketplace
  • 74
  • NPS survey score
  • 35%
  • Brand awareness
  • 15%
  • Customer retention
    Problem Space
  • Design an easy to use experience that removes the friction that existed within the Kijiji mobile app experience. The request was to organize the information categories and sub-catgories within the app experience.
    Solution
  • Thinking thorougly through the lense of the buyer and seller. To design a product that was easy to not only navigate all the features but easy entry.
Visual Language & Structure

As I started to unpack the potential of this app, my first approach was to do design cluster of ideas to identify all the different types of information, connection points and functionality of the classified app experience. This allowed for a knowledge transfer of all the information that I would need before designing the journey / experience. It allowed for prioritization so we could begin a roadmap for the project and our v1 rollout.

Through interviews of a controlled group I was able to uncover the behavior patterns of how people searched for information, and also uncovered pain points and concerns while using Competitive products.

ith all the data insights from user interviews and surveys collected it allowed me to put together an affinity map. Here is where I could see the commonalities and the major takeaways to start building personas.

    Buyer
  • The first persona was the buyer who wanted to have ease of use functionality primarily for search. They also wanted to be able to easily create their own parameters for items that they were searching for.
    Seller
  • The second persona created was for the seller who wanted to have more connectivity between multiple listings that they currently had up for sale. They also wanted to be able to have a rating syystem that showcased their reliability as a selling business.
Visual Language & Structure
We did a deep dive into our persona segments were and began listing out the pages that would be needed to target our main audience with some added pages for first time users in the Out-of-home space. We then started to layout a flow for how the website was going to work and function. this lead to our flow map.

Visual Language & Structure

Understanding the behaviors and the goals or the users led to the building of a blueprint for the product. By putting this together I could start to see all the different touchpoints and how the flow of the product was going to work.

Understanding all the users interactions and what the product is suppose to deliver allows for the design and sketch process to begin to take shape.

Visual Language & Structure

The information architecture of this project was more complicated than the others I had designed. It was an absolute learning experience, especially because Kijiji is an application for users with various purposes. Ultimately, this project taught me how to communicate clearly and effectively with users that had different experiences through an application. Due to the scope of the project, I actually ended up not adding the buyer history functionality. It'll be more of an easier lift and more convenient for users to look at what they bought and search for that seller at their leisure.

However I was still open to exploring that feature set in a version 2 which would result in further research. Besides, the biggest concern of Kijiji is the reliability of other users according to the interviews. I'm looking forward to brainstorming with more people so I can help solve that problem. Understanding all the users interactions and what the product is suppose to deliver allows for the design and sketch process to begin to take shape.

  • What worked
  • We were able to roll out our MVP1
  • Motivation from the business stakeholders was in place for MVP2
  • Cross functional collaboration with engineers worked seamlessly
  • The new rolled out experience was performing much better allowing for more functionality
  • What needs work
  • Too many stakeholders with feedback and added features / functionality
  • Shortened testing process timeline after launch, wanted to dive into MPV2
  • Not enough designers for the amount of work needed
  • Earlier feedback from stakeholders would have been useful (more transparency)
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