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PROJECt DEtAILS

Overview: thredUP is an online fashion resale website that specializes in selling women’s and children’s clothing. While the thredUP’s buyer’s user experience side is thriving with over 100 brands and new clothes being released on their website everyday, thredUP’s seller user experience side needed a little love.

Role:
Phase 1: UI/UX designer in a team of three designers.
Phase 2: Only UI/UX designer.
Worked closely with thredUP's art director throughout the whole process.

Responsibilities:
Phase 1: Conducted 20 user interviews and suggested initial three interaction features to improve the user experience of their dashboard.
Phase 2: Iterated off initial user experience suggestions, designed a high fidelity mock up, and presented my findings to thredUP's art director, product manager, and CEO.


PROBLEM

The art director was worried that thredUP's current seller dashboard experience wasn't meeting their expectations. Her goal for this project was to gain user insights for future design goals to target.

"I want to know what these thredUP sellers really think when they use our dashboard. I have a feeling that our dashboard isn't as UX friendly as we thought."

SOLUTION

Conducted user interviews, deliver user insights, and designed a new user interface that incorporated the three suggested features dedicated to improving the current experience of thredUP's dashboard.


DISCOVERY

1. Defining the approach

When we began the research, we didn’t have an exact idea of which part of the flow our sellers were struggling with. In order to find what exactly the pain points our sellers were facing, we determined that user interviews was a necessary step in order to gain a complete understanding.

Through this process, we discovered thredUP’s two categories of sellers...

1. New Sellers:

Pain points: Frustration of kit process and not familiar with account dashboard

Needs: Want an intuitive way to navigate through dashboard and find out information needed to sell a kit

2. Experienced Sellers:

Pain points: Used to the kit process and not finding anything else engaging and losing interest

Needs: Something personal and engaging on account dashboard

Target User: thredUP's Bad Ass Mom Persona

After establishing that there was two categories/users on their seller side, I went to the art director to figure out if our goal was to...

Establish retention rates (focus on experienced sellers)? or Drive up conversation rates (focus on new sellers)?

After discussion, we made the decision to focus on experienced sellers and figuring out a way to increase retention rates and keep that side of thredUP's sellers since they were providing them business.

 

2. Question iterations on user interviews

After establishing that the goal was to increase retention rates, I headed into thinking of user interview questions that were broad and tried to target the user's opinions on their current experience. I started off a bit rocky in this process.

My first series of interviews weren't giving me the information I was looking for, a lot of them answered regarding their experience with the business model. This was interesting to hear, however, it wasn't the goal of my project.

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My second series of interviews involved me getting more in-depth with my questions, targeting if the dashboard met their seller needs and what did they want to see improved or have access to, while also keeping the questions very open ended. This second portion brought more useful feedback that I was able to incorporate into my ideation phase.

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DESIGN

1. Ideation

From the interviews, I decided to improve the seller experience by leaning towards re-organizing existing modules to improve visual hierarchy of the dashboard and adding personalized features to improve the experience of thredUP's sellers. My big question I kept asking myself is: What features can we add on and how can we make the seller history page customizable to the seller?

 

Suggestions to thredUP:

  1. Personalized welcome message and selling suggestions: To improve user's overall future payout
  2. Monthly and/or yearly statistics: To give users search customization
  3. Status tracker of bag: To increase transparency of their product
     

Old Selling History Page Design

Suggested Selling History Page Design

Old Product Page Design

Suggested Product Page Design


KEY LEARNINGS

  • It's important to aim towards open ended questions and listen to every comment from a user interview. Even the smallest comments can be important in the design process.
     
  • This project gave me a chance to think outside the box. I found myself repeating “if it isn’t broken, don’t fix it” throughout the process. Changing my strategy to address solutions to problems that aren’t present, but might improve the user’s experience.
     
  • As an UX designer when faced with a product that already works and have a large amount of users content with the current design, what can I do to make small improvements to increase user satisfaction?