Poshmark is a marketplace application where merchants offer fashion-related items to interested buyers. However, the app has been on the market for just over ten years, and fails to stick out as a memorable shopping app within an oversaturated Social Commerce industry.
The Problem:
How might we improve the overall branded experience of Poshmark so that the app is easier to use, while ensuring that the primary user base is more brand loyal, amongst an overly grown and saturated social commerce retail industry?
The Goal:
Redesign the Poshmark UX/UI so that trendsetting, fashion inspired millennials can more easily use the app to connect with verified sellers throughout a more personalized, yet less overwhelming shopping flow.
Project Duration:
Team:
My Role:
Key Skills:
February 2021 - March 2021, 1 month
A team of 3 UX/UI Students
UX/UI Designer
Brand Redesign
Competitor Analysis
Prototyping
Information Architecture
Our key findings from our research:
From our 1-1 interviews and surveys, we were able to get a better understand of Poshmark, it's users and their needs. We decided to focus on buyers rather than sellers to hone in one 1 users needs. From our research we found that buyers want a brand that is reliable, trustworthy, easy to use and has a clear checkout flow. With this information we created a user persona and started sketching and brainstorming solutions.
5
2
18-62
~5
1-1 User Interviews
Surveys Conducted
Survey 1: 34 responses
Survey 2: 70 responses
Ages of Users Represented
Conflictual Features
Identified for Study
Brainstorming and Sketching:
After our research, we put emphasis on creating a simple, clean design that was easy for buyers to navigate. Through our exploration we found different designs that had a straight forward, clear navigation that gave us inspiration for Poshmark. This included creating sketches that included hierarchy, grouping and simplified categories.
Style guide
We knew that we wanted to rebrand the existing style of Poshmark with a different esthetic, This was an exciting process for us. The first thing we wanted to account for was Poshmark's brand's personality. The current app was uninviting, boring and not approachable. For this reason, we changed the color to gender neutral purple which was modern and inviting. Beside the color, we also changed the font to a san serif type-phase that was easy to read and less distracting from information and products.
Before
Fonts
After
Colors
Icons
Solution One:
Through research we discovered users felt more comfortable shopping with a company when sellers were verified accounts. In order to fix this problem for Poshmark and attract more users, we added a driver's license verification system in the sign-up flow. Additionally, users also liked customizing their experience through apps, which is why we added a customizing section to choose favorite brands, size of shoes and shirt.
Solution Two:
The homepage of Poshmark is very important to our users, and holds a lot information but the existing homepage left users feeling overwhelmed. By condensing the amount of information on the homepage, creating clear categories and an apparent search bar, the process to search and shop, is more straight forward and less overwhelming. We also included a user friendly checkout flow that was more intuitive for users.
Usability Testing:
When testing our redesign, the sign up and shopping flow was our main priority. By conducting two separate usability tests focusing on each flow, we would get the most accurate results. Below our of results from our testing and the flowing tasks:
12
Tester
2
Usability tests
Total Tasks
Success Rate
75%
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Final Thoughts
Overall:
This redesign was a fun case study for us as a group. Poshmark is an app that holds a plethora of information with a multitude of categories and products. Handling the amount of information was a challenge in our beginning stages, but as a group we believe we came up with the best possible solution for our users. We also came to the conclusion to only focus on a buyers needs. When it came to the amount of time we had to produce this project, and the vas differences in needs, it was more beneficial for us to only focus on one user persona. In the future, we would also like to focus on the sellers needs and pain points to benefit the app as a whole and all of it's users.