02

USING DATA TO UNCOVER NEW OPPORTUNITIES AT DEPOP

CLIENT

Graduate-Level Coursework

My role(S)

UX Researcher

TIMELINE

6 Weeks

Year

Early-2020
DEPOP.COM
Vitals

ABOUT THE PROJECT

challenge

Discover different types of data that make up a user persona to ultimately aid in future design decisions.

about depop

Depop is a social shopping paltform that’s a little bit of eBay and a little bit Instagram. Users have profile pages that function as mini digital storefronts, where they post pictures and descriptions of what they’re selling, along with a price.

DISCOVERY and research

AN OVERVIEW OF my RESEARCH PROCESS

Research Toolkit

Figma / SurveyMonkey / Google Meet / LinkedIn / Reddit / CashApp

defining user types

The first step of the research process involved indentifying the two user types. The two types were Buyers and Sellers.

This was eseential to allow for a deeper range of user experience qualitative data collection.

Once the interview guide was written, I received feedback on the guide from a UX design peer.

Screening Participants

I created a screener through Survey Monkey that I sent out via LInkedIn and the Depop Reddit (r/depop) community. I then trimmed the fat and narrowed it down to six users who matched the criteria.

COMPETITIVE ANALYSIS / SCREENER SURVEY / USER INTERVIEW NOTES

User Interview

In order to gain insight into both user types I interviewed 5 seller types, and 1 buyer user type.

The interview questions were written to receive insights on what users think, what site content is memorable, what people feel is important on the site, and what ideas for improvement they may have.

The interviews ranged from 30-45 minutes, and included questions such as:

1. What factors into what you buy/sell?
2. Where do you source your items from?
3. Why Depop over other platforms?
4. What role do photos play in what you buy/sell?

ONE OF SIX USER INTERVIEWS VIA GOOGLE MEET
“AS SOMEBODY WHO DOESN’T REALLY LOOK LIKE THE MODELS THAT THEY HAVE ONLINE ON ALL THE BRAND WEBSITES. IT’S REALLY HELPFUL FOR ME TO SEE THE ITEMS ON BODY TYPES THAT ARE CLOSER TO MINE.”
-INTERVIEWEE ON WHY THEY CHOOSE DEPOP OVER OTHER PLATFORMS
RESULTS

User Insights

After analyzing the interviews, I started with a top-line report and then followed with an affinity map. This information was the most relevant information in guiding the creation of the user persona, and uncovering the new opportunities.

YOUTH ENTREPRENEURSHIP

Majority of users started on Depop as a way to make money on the side without having to ask parent or guardian for money.

INTERPERSONAL SHOPPING

With tools that allow you to communciate within the community and the ability to follow & bookmark sellers with a smiliar body type and/or style has made shopping on Depop a more interpersonal relationship.

SUSTAINABILITY AND ENVIRONMENTAL IMPACT

Depop gives users an affordable option to shopping sustainably (Ethically sourced and stutainable clothing brands can be really expensive.

CREATIVE OUTLET

Buyers/Sellers alike choose this app because of it’s unique one-of-a-kind selection. It’s an app all about self-expression.

USER PERSONAS / AFFINITY MAP / TOPLINE REPORT
Results (continued)

future
growth

POTENTIAL PRODUCTS/SERVICES

1. Incentive program for top sellers

2. Internship program for university students who sell on the platform and are majoring in Business, Fashion, or Textiles

3. Limit amount of brands a seller can tag in a given post to help clean up search inquiry results

4. Create a tool that helps sellers price items properly

5. Allow sellers to add “shop managers” that have access to edit, message, or publish items.

growth

learnings and next steps

REFLECTION

If I were to take this project further my next steps would be to validate my research above, followed with a customer journey map and wire framing possible solutions.

Looking back on the work I realized that I only interviewed users in the majority (Caucasian Women) and if I could do this differently I would be sure to diversify my interviewees. It could help to explore the other communities that exist on the platform because that may uncover different aspects of the experience.