Adevinta
B2C Marketplace
Adevinta is a global online classifieds specialist, operating digital marketplaces in 12 countries with an average of 1.5 billion visits to its sites every month. The Company provides technology-based services to connect buyers and sellers and facilitate transactions, from job offers to real estate, cars, consumer goods and more.
ROLE: Strategic designer
TEAM: 4 strategic designers
DURATION: 12 months
SUMMARY: During my time at Adevinta, I held the position of Strategic UX Designer within the Global UX Team situated in Barcelona. Our primary goal as the team was to assist marketplaces across the globe in analyzing their customer satisfaction strategies, ultimately enhancing the purchasing experience for end users and driving sales growth. Working closely with key marketplaces in Spain, Brazil, and France, I employed a Design Thinking process to foster understanding, collaboration, and alignment among designers and product owners throughout the project.
Context
User satisfaction is directly linked to retention and acquisition rate. Adevinta wants to measure user satisfaction in order to improve its business KPIs. Marketplaces around the globe have developed independently and are using different tools, methods and frameworks to analyze customer satisfaction, therefore data is fragmented and not comparable. “What can’t be measured, can’t be improved”.
The approach (Design Thinking)
1.
Discover
Interviewing project managers, data analysts and designers working for the main marketplaces to understand their customer satisfaction strategies and their needs.
2.
Define
Collect, cluster and analyze the interviews in order create personas and find major insights and areas of improvement.
3.
Develop
Organize brainstorming session to identify design requirements useful to design an accessible solution to all the marketplaces.
4.
Deliver
Design the MVP version of the solution and test it with the main stakeholders involved in the project.
1. Discover
In the first quadrant of the Double Diamond model, my focus was to collect as much data as possible about customer satisfaction and how it is analyzed in the different marketplaces.
Foundational research
The goals of the research were to better understand the user problems to solve.
Research goals:
Being able to share learnings with the marketplaces and show them which are the best practices of how to track customer satisfaction;
Being able to speak a shared language and use the same tools globally;
Primary research: Interviews and surveys
I conducted remotely open ended interviews and delivered surveys to Project Managers and Heads of UX asking questions related to the following topics:
Current customer satisfaction initiatives, methods and tools;
Roles involved in customer satisfaction tracking and analysis;
Level of satisfaction with customer satisfaction tracking systems;
Future plans for customer satisfaction tracking;
Wishes for UX global's assistance in customer satisfaction;
Secondary research: literature studies
Furthermore I conducted literature research to understand how user satisfaction is analyzed within similar industries and which are the most relevant metrics to consider.
Screenshot of one of the questions from the survey sent to the users via Google docs
2. Define
In the second half of the quadrant I collected, analyzed and clustered the answers into several actionable areas of improvements.
Creating Personas
Based on the interview conducted in the primary research I created personas whose goals and characteristics represented the needs of a marketplace in terms of customer satisfaction.
Creating User Journey
Later I built the user journey map based on the personas created. The journey map is divided in 6 phases (or actions) which were identified as the actions taken by the marketplace to analyze customer satisfaction.
Areas of improvement
From the personas and the user journey were identified 3 potential areas of improvement:
User’s feedback collection: Marketplaces use different tools to collect end users’ feedback in different phases of the buying experience. Also they way questions are formulated can be improved to avoid bias.
User’s feedback prioritization: Marketplaces involve different roles during the feedback prioritization phase. Not only, prioritization criteria often change or they rely on gut feeling.
Customer satisfaction strategies: Marketplaces have different needs and lack support when it comes to implementing current and future customer satisfaction strategies.
Example of persona
Example of user journey
Design challenge
Design a solution that allow the Global UX Team to align marketplaces with different customer satisfaction maturity levels on using the right set of methods, tools and strategies to analyze customer satisfaction, so best practices can be shared and data can be analyzed and compared on a global scale.
3. Develop
The second part of the Double Diamond focused on developing solutions starting from the areas of improvements identified in the first quadrant.
Ideation session
I organized brainstorming session with the UX researchers, the UX managers and 3 main stakeholders involved in the project.
We went through the design challenge and the goals and frustrations of our personas;
We identified the design requirements, as the solutions had to be: for internal use, easy to navigate, supportive;
Finally we ideated on solutions that could satisfy the marketplaces’ needs considering the difference in customer satisfaction maturity levels;
Ideas selection
The best ideas were selected based on the following criteria: cost-effectiveness, easy to implement, easily accessible.
Ideation process
4. Deliver
Finally I designed the MVP version of the solution and tested its usability with the main stakeholders from different marketplaces.
MVP
Based on the ideas selected during the ideation session I designed an internal open source depository that included all the resources needed to respond to the design challenge and the areas of improvement found previously.
The resources (user satisfaction methods, tools and strategies) were structured in such a way that both marketplaces with low and high customers satisfaction maturity levels could use them.
Before testing the product with the marketplaces we tested its navigability and the clarity of the content within the Global UX Team.
Remote user testing
To test the MVP I organized unmoderated remote user testing sessions followed by open ended interviews to gather insights and feedback about the content clarity, usefulness and navigability of the MVP.
The test was conducted with marketplaces with both low and high customer satisfaction maturity levels.
Open ended interview process
The solution
The solution is a Digital Customer Satisfaction Pathway. The pathway supports marketplaces with different customer satisfaction maturity levels in improving their customer satisfaction strategies, methods and tools.
Digital Customer Satisfaction Pathway
The Pathway is organized into 4 chapters:
Assessment
Survey methods
Tool benchmark
More than metrics
Each chapter contains guidelines, frameworks, strategies, tools and softwares that can be used to improve the customer satisfaction strategy of any marketplace.
The tool was designed for internal usage using Google Sites as Google is the most common software used by all marketplaces.
Assessment
This chapter helps marketplaces to gain a 360 degree view on what is happening in their company regarding customer satisfaction.
Survey methods
This chapter offers recommended user satisfaction metrics and guidelines to improve they way surveys are carried out.
Tool benchmark
This chapter helps marketplaces in linking their customer satisfaction metrics with the right software.
More than metrics
This chapter encourages marketplaces in investigating the reasons (the whys) end users are more or less satisfied with their experiences.
Learnings
Working in Adevinta I had the opportunity to deal and manage stakeholders from different countries. Moreover I learned about customer satisfaction, how it can be measured throughout the customer shopping experience and how it can be improved.