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About

Portfolio

Community

Testimonials

Resume

Contact

Role:

UX Designer

Period:

Nov 2023 - Apr 2024

Type:

Commercial

Collaborators:

Shaun, Product Lead at abillion

Skills:

Market Research, UX Research, UX Design

Industry:

Social networking, Consumer reviews, and E-commerce

Introduction

abillion's peer-to-peer marketplace connects conscious consumers with sustainable and ethical products

abillion is the world’s 1st conscious community platform that combines social networking, consumer reviews, and e-commerce for over 10 million users across 188 countries.

In May 2022, abillion launched the world's first peer-to-peer marketplace, connecting conscious consumers with sustainable and ethical products.

From Oct 2022 to Apr 2023, I worked together with my teammate and supervisor, Shaun, to transform the shopping experience to one that allows sellers to connect authentically to conscious and impact driven users.

abillion is the world’s 1st conscious community platform that combines social networking, consumer reviews, and e-commerce for over 10 million users across 188 countries.

In May 2022, abillion launched the world's first peer-to-peer marketplace, connecting conscious consumers with sustainable and ethical products.

Problem

Relevance gap between Marketplace and abillion's mission and values

As a new peer-to-peer marketplace, listings grew rapidly and randomly from both users and businesses. We found that users experienced a "relevance gap" between how marketplace aligns with abillion’s mission and values and the lives of users.

Business context

Low engagement and conversion on abillion's newly launched peer-to-peer marketplace

Many of the listings were facing low engagement. This was not only hurting revenue potential but also sellers trust in the marketplace's ability to help their businesses.

research

Marketplace landing page as a potential way to close the relavance gap

We conducted deeper research focused on uncovering buyer's persona, abillion's current marketplace ecosystem and analysing practices of successful marketplaces. We found that what the marketplace lacks is a touchpoint before the listing grid, like a landing page, to introduce how sellers and products tie into abillion's mission and values.

What is our buyer's goals, pain points and behaviours?

What does abiilion's marketplace ecosystem contain?

What are other marketplaces doing to be relevant to users' lives?

What are some early ideas of design principles and strategies that abillion can adopt from other successful marketplaces?

What is our buyer's goals, pain points and behaviours?

What does abiilion's marketplace ecosystem contain?

What are other marketplaces doing to be relevant to users' lives?

What are some early ideas of design principles and strategies that abillion can adopt from other successful marketplaces?

Framing the opportunity

Pivot to creating a series of touchpoints for sellers to create connect with buyers through stories

Deeper analysis of several listings showed us that some sellers were already providing narratives or explanations that tie them to abillion’s mission, but it was not visible at first glance in the current marketplace grid design to activate the emotional trigger.

We pivoted from simply introducing a landing page, to focus more broadly on a series of new touchpoints that would empower sellers to tell their stories of their product and brand to connect better with buyers.

Design Direction

Empowering different types of sellers to share their brand and product stories

We expanded the scope from only a marketplace landing page to:

seller shop AND
marketplace landing page

These were the guiding design questions that we subsequently had after establishing this new scope.

Research with existing and potential sellers to accmodate the types of sellers

To understand how to design for a range of sellers to tell their stories effectively, we interviewed 15 sellers who were a mix of existing abillion sellers (including non-profits with listings), and sellers that abillion have approached to list on the marketplace but are not currently selling on abillion.

We also asked questions to uncover why they choose to use abillion and where abillion sits in their mind when it comes to marketplace positioning.

We expanded the scope from only a marketplace landing page to:

seller shop AND
marketplace landing page

These were the guiding design questions that we subsequently had after establishing this new scope.

Research with existing and potential sellers to accmodate the types of sellers

We also asked questions to uncover why they choose to use abillion and where abillion sits in their mind when it comes to marketplace positioning.

Design Concepts

Iterative low-fidelity to high-fidelity co-design with engineering

Low-fi marketplace landing page and seller shop designs

High-fi marketplace landing page and seller shop designs

Final outcome

The final designs

To balance the complexity of too many styling choices for a first version of this feature, we decided to go with a fixed number of template styles that covered the different use cases from seller persona research. We also validated the usability of these templates internally with 3 sellers from various persona types.

Learnings

Reflections and lessons

Since releasing the new designs, we have excelled in certain areas and discovered challenges in others through feedback from users.

What did I learn?

This was my first large scale project working in an AGILE team. As I previously designed in a waterfall team, I had to adapt my ways of working by responding to change more frequently over following a plan.

With new seller features introduced, I would have liked to spend more time to work on the onboarding experience since it goes hand-in-hand with the marketplace experience.

Sections

Sections