Depop Repositioning

Realigning users' values & business goals
Project Details
My Role
Product Designer
Timeline
Summer 2020, 4 weeks
Collaborators
Jaime Park, Lauryn Patt
Tools
Figma, Adobe CC
Intro

Depop is a second-hand shopping app where people can resell clothing and discover new finds. Our solution was to redesign Depop's existing service to realign the users' values and the company's goals of sustainability & community.

Problem Space

Depop is a mobile platform to buy and sell clothes with over 15M+ users globally. Its target customers are under 25 years olds interested in thrifting and sustainable fashion. But currently Depop markets itself as a trendy and cool experience and does not focus on the motivation of its users.

How might we better align Depop's message with its users' values and further connect Depop users?
Goal

We wanted to improve the experience both on the app and in physical spaces. Each additional feature serves the overarching goal of improving the sense of community amongst Depop users. This solution comprised of 3 components:​

1. Promote a sense of community on the app.

2. Promote Depop's messaging of sustainability.
2. Design a physical space for people to get together.

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User Research

To better understanding Depop user’s pain-points & their initial thoughts on Depop's existing services, we sent a questionnaire to 30 Depop users and conducted 10 separate interviews.

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Below are quotes from 2 of the 10 interviews conducted. They show that the users still have concerns in regards to using the app.

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Secondary Research

The research was based on interviews with costumers, reviews in app store, & online comments.

Business Model Canvas
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Channel / Touchpoint Map
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Through our research, we discovered that Depop had previously run pop-up shops but had a low success rate. So we decided to revisit this experience. Also Depop users prefer the mobile app over shopping on the website so we decided to add features to further enhance the mobile app.

User Journey

Before moving onto the features, I created a customer journey map to figure out the pain points of the existing app experience. Most of the low points were doing stage 2, so we decided to focus on that area.

Customer Journey Map
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App Features

We created multiple new features to improve the sense of community amongst Depop users.

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My Circle

Allows people to find new groups and local events to encourage a sense of community and build trust between the buyers and sellers.

My Communities

Allows people with similar interests to talk about shared interests. Once you join a group you can post tips, ask questions, and share relevant photos.

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Local Shops

New option in the suggested shops area to encourage buyers to shop locally and be more sustainable.

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Depop Swap

Showcases all local "Depop Swap" events and details. Allows user to register for the event as either a buyer or seller.

Depop Swap

The next part of the solution includes a temporary pop-up shop where buyers can meet local sellers and buy new items before they are sold on Depop's app. The goal of this experience is to build trust between buyers and sellers by putting a face to the person selling clothing.

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In order to sell at these events, sellers need to pay a vendor fee, similar to one in digital app. This allows Depop to still profit from the sales at the event.

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Metrics of Success

01

Increase user engagement in Depop app

02

Rise in sales on app

03

10% increase in user awareness of Depop's brand values

Final Thoughts

From this process I learned how valuable it is to examine what the public perception of a brand’s values may be and make sure that they are aligned with the company’s values and goals.