craigslist has a perception problem. Some consider the site to be ripe with fraud while others think it’s downright dangerous. While the overwhelming numbers of craigslist transactions are safe, these misconceptions persist.
Prologue
Applying ux standards of research, synthesis and human centric design, build a user tested prototype for craigslist that not only improves the perception, but actually decreases the chances of criminal intent.
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Tools - Adobe XD • Miro • JustInMind • Google Docs • Google Sheets
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Duration - 2 Weeks
My Roles - • research • user testing • affinity mapping • wireframing • comparative analysis • design • prototyping •
Research
User Survey
Beginning with an online survey with the primary goal to better understand the general attitude towards craigslist, the full intent was actually multifaceted:
Find users of online 2nd hand marketplaces. Determine how regularly they used the service? Which services did they prefer? How familiar these users were with craigslist?
On craigslist specifically, what were their thoughts on the Taxonomy, Aesthetics, it’s Learnability, Usability and Pain points.
Lastly, find participants for interviewing and user testing.
Describe your most frustrating experience with Craigslist.
“Dealing with flakes and scammers.”
“The lack of content moderation. People spam the same post over and over and there's nothing preventing it.”
Synthesis
Affinity Map
We created an affinity map to help organize our user data. Two main revelations became overwhelming apparent and intertwined.
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(1) The users did not trust craigslist because of its reputation and,
(2) that the user interface and information architecture actually enhanced this lack of trust.
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Users Don't Trust craigslist
Competitive Analysis
To identify current features in the online 2nd hand marketplace we conducted a competitive analysis. Facebook Marketplace, Mercari, Ebay & Offer up were compared to craigslist. Most notably the layout comparison drew the following visual differences.
Personas
Each persona represented a craigslist archetype that we needed to ensure were represented.
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1. The traditionalist - A craigslist regular.
2. The Online Shopper – Shops online but has worries about using craigslist.
3. The Facebook Marketplace Maven – Left craigslist and now uses Facebook Marketplace.
Solution Statement
Redesign the website’s homepage emphasizing a more intuitive information architecture that modernizes the user interface to be welcoming and trustworthy for both new and old users.
Design
Wireframes
After sketching a few options we decided on using the common F - layout web design as it represents a known style that the users could adapt to quickly.
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More importantly, we introduced the verified sellers option. This represented the most important enhancement.
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More testing was needed, however.
UI Exploration
In parallel paths with medium level prototyping, we explored UI elements that would update craigslist's aesthetics as a measure to meet users desires for a less chaotic interface.
Prototype Testing
Testing proved that our direction had some merit. The users enjoyed the overall look and feel and learnability was high. However, pain points were discovered.
Users test revealed that...​
Verified button had poor visibility.​
Search bar needed to be pin to top.​
No visual connection to verified button.​
Did no know what “verified” meant
Final Iteration
We solved most problems by updating the interface, bringing it closer to industry conventions. Users reacted well to the new design.
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Having the verification system excited users, and could bring many of those who moved to FB Marketplace back.
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Users appreciated the exchange of single page interface to one that smoothly flowed across multiple pages with many different ways to sort.
Next Steps
Tell Us More
We want to get more information from the Craigslist team so we can tailor our solution to their metrics for success, especially because earning money isn’t the goal.
Makeover Time
We want to bring this sleek new branding to the rest of the site, updating the product pages, forums, account pages, and seller portal.
Verification Expanded
We want to created a set of standards for seller verification as well as a system so sellers can apply to be verified. We would also love to implement a seller rating system that gives users even more os a voice.
Revamp Seller Portal
The buyers have gotten a lot of love, so it’s time to make the Craigslist experience just as sleek and easy for current sellers while also improving on the listing experiences of our competitors.
Tags
Implementing a tag system would give sellers a way to optimize posts that doesn’t create confusing, key word-laden titles while also giving buyers more ways to find unique items.
Mobile App
We’d like to take a page from facebook’s, well, book and create a dedicated mobile app that caters to the unique needs of the mobile user in a way the current site’s mobile version can’t.
