LETGO FEATURE INTEGRATION
LetGo is an online marketplace where users can buy and sell goods directly by meeting up and exchanging. We were tasked with creating a feature that would allow users to pay for goods using a card or another system of payment apart from cash.
TIMELINE: 2 WEEKS
ROLE: USER RESEARCHER, USER TESTER, INFORMATION ARCHITECT, DESIGN CONTRIBUTOR
TEAM: DIEGO MAS GONZALEZ, NICK TOWNSELL, JESSICA KIM, AND TALIA SALTZMAN
TOOLS: SCREENER SURVEYS, USER INTERVIEWS, USABILITY TESTING, AFFINITY MAPPING, DESIGN STUDIO, PERSONA DEVELOPMENT, FEATURE PRIORITIZATION, SKETCH, INVISION.
The first task that our group completed was creating a screener survey in order to narrow down a group of credible individuals to conduct user interviews with. We asked a series of questions about peoples’ past experiences with online marketplaces. We asked what their payment methods were and how long they were willing to travel in order to complete a transaction. Overall, we saw that most users, in some form, had experienced online shopping and had used different payment methods, specifically paypal.
Have you ever bought anything online?
If so, what payment method was used?
Have you ever used an online marketplace? (ebay, craigslist, Letgo)
If no, what were your reasons?
Once we had a group of credible interviewees, we formulated a list of experience-based open ended questions to find out more about their use of online marketplaces. These are some important quotes from those interviews that allowed us to better understand the users.
"IF I CAN AVOID PAYING TRANSACTION FEES, I WILL."
"I want the company to hold the money until my transaction completes."
“I would like notifications about my account”
"Any protection the vendor offers I would recommend enabling it."
AFFINITY MAPPING & PERSONA DEVELOPMENT
By grouping interview feedback, we found that users cared for the following when shopping online:
BRAND RECOGNITION & TRUST
Using these insights, we created two user personas to represent the people that we interviewed. This helped us understand who we were designing for.
INSIGHT & CONTEXT
Cash is the only transaction method offered to buyers and sellers on LetGo and users like flexibility when it comes to payment.
PERSONA & USER PROBLEM
How might we persuade Marie to use LetGo instead of other options in the e-commerce market?
OPPORTUNITY & GOAL
Since users are hesitant to trust without brand recognition, Marie needs concrete and diverse payment options if she is going to use LetGo.
DESIGN STUDIO & FEATURE PRIORITIZATION
LetGo Wallet - Payment preferences
LetGo Cash- Cash-back incentives, cash Balance
Verified Profiles- Adds security to both parties
Location Distance- Convenient to both parties
Service Fees- Percentage on seller
Security- Escrow feature and security pin
LetGo Cares- Push notification & follow-up
This series of wireframes illustrates the implementation of our ideas created during design studio as well as iterations made as a result of feedback from users during our user interviews and usability testing.
PRODUCT SCREEN - TRUST AND SAFETY
As a result of the users' desire to have more information available about the seller, we included a seller profile under the item being sold. This profile includes a five-star rating system, a review count, and profile verification.
A profit has to be made by LetGo for each transaction. In our research we found that users did not believe in fees for small transactions. As a result of this we only charge the seller, as they are using the the platform to sell their goods.
LetGo currently operates on a cash-only basis, and directs users to pay in-person. Marie and Alex, our personas, want flexible payment options and brand recognition. Because of that we created the LetGo wallet which gives users the opportunity to pay using PayPal, Venmo, LetGo cash, credit card, cash, or to pay later. This way users can link their already-existing accounts with LetGo.
INCENTIVES- LETGO CASH
Our personas are interested in deals and like when they have funds specific to each platform. Because of this we included a LetGo cashback system where users can earn points within the app for buying and selling. This way, users will have incentive to keep coming back to the app.
We wanted users to feel that LetGo cares about their experience. We added a push notification after a transaction has been made to ask the user if picked up their item, and how the experience went. This also gives them a chance to rate the seller so that buyers can have access to reviews to help them make informed decisions.
TRUST & SAFETY- ESCROW
In order for users to feel more secure when making purchases we introduced an escrow feature which does not allow money to be received by the seller until the item is delivered to the buyer.
TRUST & SAFETY- PIN SYSTEM
From our research, we found that users wanted a robust security system. Because of this we implemented a PIN system that will text users a verification number.