Redesigning Vinted: Enhancing Usability Through Heuristic Analysis
Problem
The existing user experience is hindered by lack of guidance and structure resulting in user confusion and app abandoment.
Role
Product Designer
User Researcher
Timeframe
Jul-Aug 2024
Solution
Redesign of key screens based on heuristic analysis and competitive research to improve user navigation and engagement.
HEURISTIC ANALYSIS
I started heuristic analysis by following a “typical” user journey of someone who is looking to buy an item. Here are the heuristics that I found that could be improved on the key user journey screens: Women's Category, Product Page and Sell item.
I have decided to work on these pages as they are among the most crucial when it comes to using Vinted.
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Heuristics of Consistency and Standards
When clicking on different categories and browsing the menu, I found some inconsistency of visual representation. In particular, I noticed that the current Women’s Clothing category is not consistent with the previous screens of more generic categories as there are no icons. In addition, the clothing categories are not organised alphabetically.
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Recognition other than recall
When being inside the category there is no indication of what category the user has entered.
Main menu and categories
Product Page (scrolled down)
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Heuristics of Aesthetic and Minimalist Design & Consistency and Standards
The product page is very busy with details and does not follow the principle of disclosure.
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Heuristics of Consistency and Standards
The products below do not show consistency with the product page as they do not have the title of the product in the preview.
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Recognition other than recall
There are no tips to the user for the image upload right away, the user has to click again to “recall the guidelines”.
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Error prevention
“Upload” button does not follow the heuristics of Error Prevention as it may cause some problems for users who are not very organised and forgot something or made a mistake when adding the product.
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Heuristics of Visibility of System Status
When the information is being filled in, there is no sign to the user that it is completed.
Product Upload Page (scrolled down)
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VISUAL COMPETITIVE ANALYSIS
​​​​By conducting visual competitive analysis of similar brands as Vestiare Collective, Zalando and Wallapop, I noticed some common traits:​
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All the selected competitors stick to minimalist design with a lot of white space.
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It is important for the brands to show good quality images and concise information about the products.
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All the apps have similar navigation bar with home page, shop, sell, notification and my account sections. Primary buttons of selling and buying in the brand colour.
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STYLE TILE
​​​​​For this redesign given the constraints of time I have decided to proceed with the existing branding. I believe that it already reflects the simplicity and sustainability (a lot of white space, green primary color) which are the main brand traits that Vinted conveys. However, I have added new icons for the clothing subcategories.​
REDESIGN HIGH-FI
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Before redesign
After redesign
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​​​​​​Visual banner and the title of the category are added for better clarity and user engagement.
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Icons are added for each category to make the user navigation more organised and intuitive.
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Categories are listed alphabetically to facilitate users locating the necessary item faster.
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Title of the product and all the most essential information about the item are organised in a concise way.​​​​​
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Member's items and similar and products are placed in horizontal scroll following the industry standards.
After redesign
Before redesign
After redesign
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Clear and visual guidelines for image upload are added.
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All the necessary information fields are added for better selling optimisation.​​​​​
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Visual confirmation of added information (e.g. colour).
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CTA is error-proof giving a possibility to review the information before listing the item.
