Vinted Mobile App Redesign
User research • Design • Prototype • Design validation research
Context
While organizing my wardrobe, I stumbled upon the second-hand clothing app; 'Vinted'. However, I noticed the app's experience could be improved. That led me to explore the potential problems through discovery research.
Discovery research reveals navigation challenges, slowing down product access, and inefficient navigation. The landing page doesn't guide users well to what they want, leading to a negative experience.
Streamline information architecture and change navigation design for improved item discovery, potentially boosting satisfaction and adoption rates.
70% of users were more satisfied with the revised design
Users finished the task, on average 5-10 sec faster than the original design.
95% of users found the information displayed easy to understand
"It's intuitive, simple, and straight-forward. I like the use of icons instead of text as it's easier to visualize." - A survey user feedback
The Process
A/B usability testing & in-depth interviews
Heuristic analysis
Competitive analysis
Desk research
Affinity diagram
Customer journey
Problem statement
SCAMPER
Hi-fi wireframes
Low-fi wireframes
Design validation
Empathize
Define
Prototype & Test
What's changed, and why?
Search bar flow screens
Before
After
Search navigation flow screen
Before
After
Product category filtering screen
After
Product detail screens
Before
After
Payment detail screen
Before
After
Analysis
No personalisation
Shop by brand section is overwhelming for users. It doesn't help them to find nor explore as they didn't know what to find.
Assigning 'Shop by brand' at the first priority on the page isn't appropriate.
Why changed?
'Welcome Jules' atop the page adds a personal touch and aligns with the "Matching system to the real world" principle.
The 'Best steal' section caters to users seeking deals and bargain prices on branded products, which serves the reason why they use the app.
The 'Shop by category' section streamlines navigation for finding specific products.
Removed 'Search' at the bottom navigation as it wasn't opted for ,and added 'Favourite' instead as it's the top priority activity during buying process.
*See 'The Process' section if you're curious how I came up with the user insights used in this section.
Analysis
'Suggested searches' and 'Newfeed' doesn't help users to complete their goal.
'Newfeed' section is very overwhelming for users as it is endless scroll. They ignored this section.
Why changed?
Users often seek 'valuable' items on the Vinted app, considering factors like product vs. price ratio and product material.
The 'Active seller' badge aids users in seller evaluation, with the speed of seller response being a key attribute of interest.
Why changed?
Added 'Suggested category' to facilitate product exploration.
Analysis
Users needed to leave this page to drill down a type of dress they are looking for which made the process longer and more complicated.
Analysis
Users went through 5 screens of navigation menu to get to the 'Evening Dress' category. It created annoyance for users according to interviews.
Why changed?
Opted for a horizontal menu for global navigation, offering quicker access to main categories and immediate page results, enhancing user satisfaction.
Introduced 'Dresses' as a prominent product category based on its anticipated popularity and frequent use.
Used large icons in the 'Shop by category' section for improved visual clarity and ease of use.
Why changed?
Implemented 'breadcrumbs' in the search input field to indicate users' navigation route.
Utilised the horizontal scroll menu for 'Sub product categories,' enabling fast navigation between different category types.
Integrated filters in the content area to facilitate attribute-based product filtering.
Before
Analysis
The whitespace and displayed information could be optimised based on user's priorities.
Why changed?
Employed a 'Favorite' icon on photos instead of a dedicated section, optimising space.
Rearranged information based on user priorities for improved usability.
Made pricing information sticky-bottom to save space, providing full cost transparency and building trust.
Set a fixed amount for 'Offers' based on user research indicating hesitance to negotiate, ensuring sellers don't miss sales opportunities.
Analysis
Improved "Item description" specificity to better explain products, reducing the need for contacting sellers based on research findings.
Why changed?
Optimised 'Seller profile' information to what users were looking for;
Seller's location
Owner's size/ fitting
Response speed
Analysis
The price calculation section could be optimised.
'Address section' and 'Delivery option' could be optimised for better understanding.
Why changed?
Used ux 'Law of Proximity' to optimise grouping of information.
Added 'The nearest location' to the 'Ship to pick-up point' to help user decide.
'Address' section is moved under 'Ship to home'.
Added 'Locked' icon to 'Pay' CTA button to indicate that the payment is secured instead of using explanation text.
Analysis
The page could be improved to serve the user's purposes.
The process
After
Before
After
Before
After
Before
Discovery Research
First, I collected customer feedbacks from the internet as much as possible. Next, I did A/B usability testings with 3 users to learn about what's good, what's not, goals, and behaviours for a second-hand app in their context.
A/B usability testing: Depop app
A/B usability testing: Vinted App
Desk research and data grouping
Site map
Define
Following discovery research, I gathered and analysed data using affinity diagrams and customer journey maps to synthesise valuable insights.
Problem statement
To enhance user satisfaction and streamline navigation, we'll reorganize information, simplify design, and apply UX principles and best practices for quicker task completion , and faster access to product pages.
What users say
Prototype
When it comes to drawing to generate ideas quickly. I’m a good ol’ paper & pencil fan. I used SCAMPER technique to help generate out-of-the-box ideas. Then I did hi-fi prototype in Figma.
Test
Concluding the process, I conducted usability tests on Useberry to assess key performance indicators (KPIs) such as Time on Task and User Satisfaction Scale, informing future enhancements.
Insight Summary
60% of users opted for global navigation to perform a product search.
85% of users completed the task, however, the dropoff was irrelevant.
Users completed tasks in 12-30 seconds, significantly faster than the original app's average of over 5 seconds longer. More importantly, users reported a better overall experience with the new design.
🎯 Single task test metric
12 participants
Mixed tech-savviness
4 low-tech savvy
5 mid-tech savvy
3 high-tech savvy
5 countries (EU)
Belgium
Luxumburg
Spain
France
Germany
🎯 Satisfaction metric
70% of users found the task rather easy to very easy, while others rated low score due to the technical difficulty.
95% of users found the information displayed easy to understand
Conclusion
The new navigation design and information layout are winners! They've made tasks quicker and left users feeling positive, a contrast to the original design. However, since I didn't have time for moderated usability testing, there could be some important context missing.