BAKCMARKET
BAKCMARKET
BACKMARKET
BACKMARKET
BACKMARKET
lenght
2 weeks
scope
discovery to delivery
team
3 products designers
time
2023
For this project, we had to go from discorvey to delivery. Following the problem posed to us by “BackMarket”, we had to take into account the constraints implied by the project in order to create the most effective solution possible. Indeed, while increasing the conversion rate of trade-ins, we had to be careful not to reduce the conversion rates of other pages to the benefit of trade-ins. Of course, our solution also had to respect the application's user interface.
For this project, we had to go from discorvey to delivery. Following the problem posed to us by “BackMarket”, we had to take into account the constraints implied by the project in order to create the most effective solution possible. Indeed, while increasing the conversion rate of trade-ins, we had to be careful not to reduce the conversion rates of other pages to the benefit of trade-ins. Of course, our solution also had to respect the application's user interface.
User Research
User Research
INTERVIEWS
INTERVIEWS
Modalities
Modalities
Modalities
5 SESSIONS
5 SESSIONS
VIDEO CONFERENCE
VIDEO CONFERENCE
45 MINUTES
45 MINUTES
QUALITIVES RESEARCH
QUALITIVES RESEARCH
Metrics to impact : Lifetime | Recurrence | Circularity
Metrics to impact :
Lifetime | Recurrence | Circularity
problematic
How can we help users to buy and resell at the right time, so that they stay technologically up to date, while limiting their ecological impact?
problematic
How can we help users to buy and resell at the right time, so that they stay technologically up to date, while limiting their ecological impact?
problematic
How can we help users to buy and resell at the right time, so that they stay technologically up to date, while limiting their ecological impact?
Ideation
DIRECT COMPETITION
Following all these lessons learned and the questions they raised. We were able to carry out a Benchmark to analyze what the direct competition was doing on the resale of refurbished devices. As you can see below, it's pretty similar on the different resale apps: Product certifications , Low prices. We were also able to look at other mobile apps, such as Revolut for informative charts on product oscillations. Stock x for their price alert system and Kayak for their buy indicator.
Following all these lessons learned and the questions they raised. We were able to carry out a Benchmark to analyze what the direct competition was doing on the resale of refurbished devices. As you can see below, it's pretty similar on the different resale apps: Product certifications , Low prices. We were also able to look at other mobile apps, such as Revolut for informative charts on product oscillations. Stock x for their price alert system and Kayak for their buy indicator.
Ideation
HOW MIGHT WE
I began the ideation process by first creating a MindMap to understand what Backmarket evoked for me and everything that encompasses the application. Then, I conducted a Crazy 8 where initial ideas for solutions emerged.
I began the ideation process by first creating a MindMap to understand what Backmarket evoked for me and everything that encompasses the application. Then, I conducted a Crazy 8 where initial ideas for solutions emerged.
Mind Map
Crazy 8 - The first ideas
Advanced loyalty
Use gamification to keep users in the Backmarket loop
Buy-back swap
Encourage users to recycle their smartphones by simplifying the purchase/resale flow and adding indicators
Tutorials
Setting up tutorials to repair your smartphone yourself
Setting up tutorials to repair your smartphone yourself
HOW MIGHT WE
THE SOLUTIONS
We decided to use the buy-resell simulator. The aim is to increase the lifespan of BackMarket users' smartphones, because by staying in the resale purchase loop for new OSes, old devices are recycled and therefore their lifespan increases.
Here are our solutions.
We decided to use the buy-resell simulator. The aim is to increase the lifespan of BackMarket users' smartphones, because by staying in the resale purchase loop for new OSes, old devices are recycled and therefore their lifespan increases.
Here are our solutions.
We decided to use the buy-resell simulator. The aim is to increase the lifespan of BackMarket users' smartphones, because by staying in the resale purchase loop for new OSes, old devices are recycled and therefore their lifespan increases.
Here are our solutions.
1# Swap
The Buy & Sell SWAP feature is designed to offer our users a quick and convenient solution for exchanging their old appliances for new purchase opportunities. This feature provides a real-time view of the best trade-in and sale offers, encouraging our users to recycle their old appliances directly on our platform. By simplifying the process, we help our customers save time while actively participating in the reduction of e-waste, all while benefiting from the best offers available on the market.
2# Add entry point
Add Swap entry points from : Alert page
When initiating the recovery process, the user runs a simulation on the dedicated page. At the end of this process, they can save their device in 'My Alerts'. This will enable them to find their old device on the SWAP page and simulate possible exchanges.
3# Buy and sell flow
At the end of the SWAP, the purchase-takeover process can finally begin. The user begins the process of purchasing the desired new device. Once this stage is complete, the trade-in flow for the old phone begins, bringing the process to a close. It's a deal!
1# Swap
The Buy & Sell SWAP feature is designed to offer our users a quick and convenient solution for exchanging their old appliances for new purchase opportunities. This feature provides a real-time view of the best trade-in and sale offers, encouraging our users to recycle their old appliances directly on our platform. By simplifying the process, we help our customers save time while actively participating in the reduction of e-waste, all while benefiting from the best offers available on the market.
2# Add entry point
Add Swap entry points from : Alert page
When initiating the recovery process, the user runs a simulation on the dedicated page. At the end of this process, they can save their device in 'My Alerts'. This will enable them to find their old device on the SWAP page and simulate possible exchanges.
3# Buy and sell flow
At the end of the SWAP, the purchase-takeover process can finally begin. The user begins the process of purchasing the desired new device. Once this stage is complete, the trade-in flow for the old phone begins, bringing the process to a close. It's a deal!
1# Swap
The Buy & Sell SWAP feature is designed to offer our users a quick and convenient solution for exchanging their old appliances for new purchase opportunities. This feature provides a real-time view of the best trade-in and sale offers, encouraging our users to recycle their old appliances directly on our platform. By simplifying the process, we help our customers save time while actively participating in the reduction of e-waste, all while benefiting from the best offers available on the market.
2# Add entry point
Add Swap entry points from : Alert page
When initiating the recovery process, the user runs a simulation on the dedicated page. At the end of this process, they can save their device in 'My Alerts'. This will enable them to find their old device on the SWAP page and simulate possible exchanges.
3# Buy and sell flow
At the end of the SWAP, the purchase-takeover process can finally begin. The user begins the process of purchasing the desired new device. Once this stage is complete, the trade-in flow for the old phone begins, bringing the process to a close. It's a deal!
In order to test our solutions, we carried out user tests, so as to be able to iterate and find solutions better adapted to users' needs.
User Tests
INTERVIEWS
Modalities
5 SESSIONS
VIDEO CONFERENCE
45 MINUTES
QUALITIVES RESEARCH
Modalities
5 SESSIONS
VIDEO CONFERENCE
45 MINUTES
QUALITIVES RESEARCH
Users Tests
THE INSIGHTS
What Works ? What Didn't ?
now
let's see our solutions to the users tests.
now
let's see our solutions to the users tests.
now
let's see our solutions to the users tests.
DETAIL
CONCLUSION
scope
team
time
Thanks to my training at The Design Crew, I had the stimulating opportunity to work on this use case for the Backmarket application as a product designer. Although I didn't work directly with the company, this experience allowed me to develop a solid business vision while cultivating a deep empathy with users. By exploring themes such as buy-and-sell, I was able to feel close to users' needs. This approach, which combines the commercial and human aspects of design, represents an essential facet of my professional approach, and I look forward to continuing to apply these skills in future projects for creative professionals.
Thanks to my training at The Design Crew, I had the stimulating opportunity to work on this use case for the Backmarket application as a product designer. Although I didn't work directly with the company, this experience allowed me to develop a solid business vision while cultivating a deep empathy with users. By exploring themes such as buy-and-sell, I was able to feel close to users' needs. This approach, which combines the commercial and human aspects of design, represents an essential facet of my professional approach, and I look forward to continuing to apply these skills in future projects for creative professionals.