Designer currently based in Sydney.
Previously @ The New York Times.
Depop––Sell, Buy, Discover
UX/UI DESIGN
PROTOTYPING
PROTOTYPING
OVERVIEW
Depop is a digital marketplace designed for users to buy clothing from a diverse community of sellers who bring fashion to life. The platform prioritizes the sale of secondhand or homemade clothing to help curtail the harms of fast fashion.
CHALLENGE
CHALLENGE
IDENTIFYING BUSINESS GOALS
IDENTIFYING BUSINESS GOALS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
After exploring the existing features of two popular clothing resale platforms, Depop seemed to pale in comparison. So, why Depop? It became clear after further exploration that Poshmark and Grailed targeted different demographics compared to Depop. Depop aimed at female Gen Zs, while Poshmark catered to an older female audience, and Grailed was mostly targeted toward young men.
USER INTERVIEWS
USER INTERVIEWS
With a direction established, the next step was to identify the key needs and characteristics of our target audience. I began by conducting in-person interviews with five Depop users about their selling and buying experiences on the platform. The goal was to gain more insight into which features users found most useful and to better understand the user process when searching for items to purchase. The findings from these interviews informed the creation of the user persona.
DEFINING USABILITY CHALLENGES
DEFINING USABILITY CHALLENGES
Looking at my findings, it was clear that most users shared the same pain-points and incentives for using the application. As established from the business objectives, I would focus on the seller perspective.
Although, I could narrow it down even further by organizing seller insights into three key processes: The Listing Process, the Selling Process and the Shipping Process.
Although, I could narrow it down even further by organizing seller insights into three key processes: The Listing Process, the Selling Process and the Shipping Process.
USER JOURNEY MAP
USER JOURNEY MAP
By mapping out the current experience of a Depop user, I was able to confirm that the majority of problems faced by users lie within the listing, selling, and shipping stages. I could then hone in my focus on creating solutions that mitigate the pains and highlight the positive relationship builders.
USER FLOW
USER FLOW
By creating a user flow, I could visualize exactly how the user was interacting with the product. By mapping out the flow, I was able to get a better understanding about where to implement the new features.
LOW FIDELITY USABILITY TESTING
LOW FIDELITY USABILITY TESTING
It was important to me that I started testing as soon as I could. I prototyped my three task flows and tested them with 5 Depop users. I conducted moderated usability testing because it provided higher-quality insights with a smaller testing pool. I made notes of the areas where users struggled, made the necessary changes, and tested the prototype again.
LEARNINGS
LEARNINGS
While designing, I had the most breakthroughs during usability testing. Moderated usability testing allowed me to get a lot of detailed and specific feedback. It was a great tool given my short timeframe to complete the project. I made a lot of assumptions with my initial wireframes and user testing helped to validate or disprove them. After analyzing and interpreting the results of the usability tests, I saw a clear path for the changes I needed to make with the iterations.
Depop has been continuously receptive to its users' needs added many features to make their application as efficient and effective as possible. However, there were still many small areas that could be improved and reimagined. Moving forward, I would be curious to explore the buyer’s experience and test what my features would look like from the buyer’s perspective.
Depop has been continuously receptive to its users' needs added many features to make their application as efficient and effective as possible. However, there were still many small areas that could be improved and reimagined. Moving forward, I would be curious to explore the buyer’s experience and test what my features would look like from the buyer’s perspective.