— OVERVIEW
Listings redesign initiative
In the past 12 years, Fiverr has experienced significant growth, expanding its offerings and integrating numerous features. However, our development strategy has often been reactive, resulting in makeshift solutions to unforeseen challenges.
With a clearer grasp of our platform's capabilities, there's now an opportunity to create a more cohesive and adaptable user experience.
Certain issues persist within our system, sometimes overshadowed by minor improvements. By prioritizing substantial changes over incremental updates, we have the potential to make a significant impact. Drawing inspiration from past successes, such as the search box redesign, we can leverage this momentum to revolutionize the listings experience on Fiverr.
Looking ahead, it's crucial that we anticipate future needs and trends to prevent obsolescence, akin to Blockbuster or Kodak. Personally undertaking this initiative, I'm confident in my ability to effectively engage essential stakeholders to bring this vision to fruition.
Company
Fiverr
Role
Product design lead
Year
2023
— PROBLEM
Main challenges and opportunities
This extensive project spans multiple domains, requiring meticulous data collection
and analysis. Key objectives include supporting all features while enhancing SEO,
guided by insights from user interviews, heat maps, and data analysis.
Uncertainties in competitive landscapes and industry trends emphasize the importance
of establishing a scalable infrastructure for long-term success, with design improvements
promising enhanced satisfaction and business growth despite challenges.
Collecting data, understanding user personas, and SEO is essential.
Insights from user interviews, heat maps, and data analysis will guide our decisions.
Establishing a scalable and flexible infrastructure is crucial for long-term success.
— THE DESIGN PROCESS
Our work flow
The design process for the Fiverr listings project began by compiling
a comprehensive to-do list encompassing all related tasks and objectives.
Following this, a kickoff meeting was held with key stakeholders to gain
a thorough understanding of the challenges at hand.
Through collaborative discussions, we delved into the core questions,
ensuring our focus remained on solving underlying issues rather than superficial
symptoms. Together, we defined clear goals for the project to steer our efforts
in the right direction.
“This meticulous approach laid a solid foundation for the design phase, facilitating a holistic and user-centric solution to enhance the Fiverr listings experience.”
Subsequently, the focus shifted towards mapping out the project scope,
encompassing various pages, structures, and components. It was essential
to consider the needs of different user entities, including guests, logged-in users,
searchers, browsers, Fiverr Business users, and professionals.
Additionally, integrating SEO requirements into the design process was imperative
for optimizing visibility and accessibility.We also conducted a thorough review
of ongoing tests and future features to ensure alignment and avoid conflicts
in implementation. This meticulous approach laid a solid foundation for the design
phase, facilitating a holistic and user-centric solution to enhance the Fiverr
listings experience.
— THE DESIGN PROCESS
The research phase
As I delved into the research phase, I kicked things off by asking key questions
to really get to the heart of the matter. I wanted to know what the main problem
or opportunity was, backed by solid data and my own hypotheses about
potential outcomes.
Understanding who would be impacted and how was crucial too.
To gather insights, I dove into existing listings, chatted with vertical managers
to get their perspectives, and sat down for some enlightening user interviews
to grasp their needs firsthand.
Continuing my journey, I delved even deeper. I wanted to know what our competition
was up to, so I took a deep dive into their strategies and tactics.
Reading articles and exploring best practices gave me even more insights.
This part of the process wasn’t just about gathering information – it was about
immersing myself in the world of listings to figure out how we could make Fiverr’s
listings truly shine.
— REVISED PROBLEM STATEMENT
Challenges and Opportunities
Through extensive research and customer conversations, we gained valuable
insights that prompted us to reassess the primary challenges and opportunities
within Fiverr’s listing experience.
As we delved deeper into understanding user
needs and behaviors, we discovered new nuances that necessitated a fresh
perspective. Here, we outline the ten key areas where improvements can be made
to enhance usability, clarity, and overall satisfaction for Fiverr users:
1
Overwhelming Listings
Address cluttered design elements and lack of white space for improved trust and accessibility.
3
Gig Card Presentation
Revamp gig cards for better presentation, readability, and multilingual support.
5
Navigation Challenges
Simplify navigation for swift actions and easy orientation on the page.
7
Terminology and Clarity
Improve clarity of technical terms and reduce overwhelming results and robotic usernames.
9
Personalization
Personalize user experience based on shopping history and preferences.
2
Filter Efficiency
Enhance filter organization, speed, and infrastructure to streamline user experience.
4
Diverse Buyer Types
Cater to various buyer preferences, including those seeking direct communication or inspiration.
6
Task Assistance
Provide comprehensive assistance to buyers in finding and completing tasks.
8
Sorting Options
Offer diverse sorting options catering to different shopper intents.
10
Dynamic Design
Enhance page dynamics with micro-interactions, varied banners, and fast loading times.
— SOLUTION
Prototype and design screens
In our design process, we reviewed past projects to learn from the successes and failures.
We then meticulously defined our users and goals while understanding limitations and uncovering potential problems and opportunities. Conducting quick research on main competitors helped us
gauge industry standards.
This groundwork allowed us to translate these insights into tangible solutions by creating high-fidelity prototypes and design screens for iterative testing and refinement.
— REFLECTION
Design notes
The recent updates to our platform aim to enhance user experience and streamline
navigation. We’ve focused on simplifying the interface by reducing clutter and making
design elements more accessible. This includes adding spacing, minimizing fonts,
and employing rounded corners for a friendlier feel. We’ve also adjusted the gig listings,
displaying fewer rows and improving the layout for easier scanning.
Filters have been refined for better usability, with visual cues and faster application.
Gig cards now feature a cleaner look with rounded corners, optimized alignment,
and enhanced functionality, such as direct contact with freelancers.
Additionally, we’ve introduced new features like the “freelancers view” for quick
interactions and banners for custom offers.
Navigation has been improved with updated breadcrumbs, active states, and additional
tools like “related searches” and a “back to top” button.
We’ve also revised terminology for clarity and consistency, as well as added
sorting options and educational tooltips.
Overall, these changes aim to facilitate smoother browsing, foster engagement,
and provide users with the tools they need to find and connect with freelancers efficiently.
With a focus on modern design principles and user-centric enhancements,
our platform is now more intuitive, personalized, and up-to-date.
— READOUT
Impact and results
The summary of the readout is as follows:
• Global ASP increases by 2%, yielding GOA a yearly gain of $11.5 million.
• Better expectation setting, notably in ASP and cancellations.
• Local improvements across business metrics.
• In PG segment, new cards get fewer clicks, but ROAS rises, especially with videos.
• Fiverr perception improves overall.
