Memi Beltrame Mobile App

Design a truly user centered shopping and bidding experience that makes the app fun and easy to use. is Switzerland's largest consumer marketplace with almost four times the turnover of ebay Switzerland (2014).
The marketplace can look back on an eventful past but its history was starting to show: was struggling with all the legacy that 17 years of building new things on top of the other brings along and decided to change that.

The assignment was to rethink how users could, should and would enjoy using the marketplace and to explore how to make it the most efficient and fun way to buy and sell goods.

Client AG
Key Activities Stakeholder & User Research, Information Architecture, Interaction Design, Prototyping, Usability Testing
Status Postponed
Deliverables Protoype, User Journeys, Information Architecture, Documentation of all conducted usability test and user interviews, Documentation for Visual Designers and Developers

User research was at the center of all our work with and our data- and test-driven approach was very welcomed by the stakeholders.
We started out with user interviews to find what motivated users to use (or stop using) ricardo and to pin down what the needs of the different user groups were. We learned about the different mental models behind the users' behavior and could tell more clearly which ones would be the more challenging to meet.

Structure and user journeys
We dove deep into ricardos structure to analyze its information architecture in the context of the technical constraints. We came up with several versions for an improved information architecture which we then verified in treetests.

The starting point to get the design going was to sketch out the user journey for the different core experiences for sellers and buyers. The user journeys were divided into key moments of the experience and we made sketches and collected ideas for each one of them.

We worked closely with the core ricardo stakeholders while designing and building the prototype. We went through several iterations focussing on specific topic and assumptions in each iterarion. We would design different version of the buying workflow, work on an engaging starting screen or experiment with different types of onboarding. We designed the workflows in a detailed way to assure the best conversion possible.
At the end of every iteration we tested and challenged the prototype in user tests with 5 to 7 users.