Tradesy

Home Feed

Summary

Our goal was to improve the top of funnel experience and increase the number of people who started a checkout and completed a purchase.

Problem Statement

How do we increase checkout started and buyer conversion rates for people starting on the home page/feed?

Outcome

Through the redesigned Home Feed experience the key metrics saw over a 46% lift in the A/B tests.

Role

Senior Product Designer

Skills

Competitive Audit
User Experience
Visual Design
Design Systems
Prototyping
Branding

Design Opportunities

01

Personalized Content

Enable Tradesy to display dynamic and relevant product to shoppers through an improved ability to understand what shoppers are interested in.

02

Show More, Say Less

Showcase the extensive breadth and depth of Tradesy inventory through improved product displays as well as navigational and promotional elements.

03

Implement Brand Refresh

Our marketing team had defined a new brand voice and visual language. It was my responsibility to define how that would manifest within our interface and system.

04

Team Efficiency

The existing system over time ended up supporting multiple aspect ratios. As I built a new product, it was important to standardize the asset types.

Failed Fast

Our initial hypothesis for improving Tradesy’s buyer conversion rate was to create an onboarding experience where people would select their sizes and style preferences. This would enable Tradesy to deliver hyper relevant content. After the initial design cycle we realize the scope of creating a new onboarding experience would also require an overhaul our home page/feed to support the personalized content. This scope would have been too large to execute in our timeframe. So we scaled back to a singular focus of revamping the home page/feed experience to be more dynamic and include more products.

Wireframe Development

Exploring new modules structures to deliver relevant content to users. Concepts were focused on providing shoppers with variation and rhythm within the interface.

Outcomes from Building New Modules

Improved code base

This meant that we could easily modify modules or move them around in the future to improve the page performance.

Streamlined internal operations

With the redesign we improved our internal operations in multiple departments.

Web Implementation

We saw a remarkably positive result from the implementation of our web updates. This likely is the case because the web experience also saw the most dramatic updates, from new branding to the first time we were able to show multiple dynamic racks of relevant products on the home page.

Results

+70%

Checkout Started

+68%

Buyer Conversion

iOS Implementation

The iOS experience however saw a more neutral lift. Our plan was to continue refining module placement and test new module designs to see if we could improve this. However, shortly after the initial A/B test of this design we were officially acquired by the company Vestiaire Collective and we began to sunset the Tradesy brand.

Results

+2.9%

Buyer Conversion