KIDDO
A sustainable platform in the UK serving as a marketplace for buying and selling children’s items. Parents can purchase kids’ products, including bedding, feeding accessories, toys, clothing, and more, at affordable prices or sell items they no longer need.
E-commerce
UX/UI Designer
3 Month- Part time
Group of 2 designers
Figma, Maze, ChatGPT
Business Need
Developing a user-friendly peer-to-peer platform that simplifies listing items for sale and makes it easy to find and buy pre-owned children’s items, promoting reuse and reducing waste. This section focuses on the buyer’s journey in the case study.
Potential Users
• Parents & Guardians (Primary Users)
• Expecting & New Parents
We followed the double Diamond method based on the Design Thinking Methodology. It was not a linear path; we bounced between stages as the project progressed.
We conducted our research in two phases Phase
1: User Interview
2: Competitive Analysis
User Interview
We interviewed 15 parents of one or two children, all experienced with secondhand platforms for kids' items. The insights were organized into an affinity diagram to identify key needs and pain points. We used open-ended questions to facilitate a discussion with the interviewees instead of a simple Q&A format.
Key Takeaway
• Users prefer to buy from nearby sellers so they can check the item in person and make sure it’s in good condition, avoiding unnecessary shipping costs.
• Users want to communicate with the seller and get quick, responsive answers to their questions.
• In second-hand purchases, uncertainty around the seller creates hesitation and makes it hard for people to feel assured in their decision.
• Users consistently mentioned age and gender, and price as key factors when browsing second-hand items.
Competitive Analysis
We analyzed five similar platforms, focusing on target market, features, weaknesses, and their information architecture.
Key Takeaway
• Use reviews, ratings, profile summaries, and the option to follow sellers to help build trust.
• Use an offer system and direct messaging to enhance interaction between buyers and sellers.
• Analyzed how competitors structure filter hierarchy.
Persona
The insights I gained from interviews leading up to the persona. The main goal is to display those patterns and pain points, which allowed me to further empathize with users.
Site Map
We created a site map based on Competitive analysis to ensure the website is intuitive and easy to navigate, aligning with users' expectations for finding features.
Task Flow & User Flow
We created a site map based on Competitive analysis to ensure the website is intuitive and easy to navigate, aligning with users' expectations for finding features.
Mood board & UI kit
For designing high-fidelity interfaces, I defined a design system consisting of colours, fonts, and dimensions of elements on all screens.
Challenges & Solutions
After analyzing our research, we identified key challenges and began exploring solutions through design. We started with quick hand-drawn sketches to brainstorm ideas, then created mid-fidelity wireframes to define structure and user flows. After testing and iterating based on feedback, we developed high-fidelity designs—some of which are showcased below as final solutions.
Challenge 1
Users feel uncertain when sellers are unresponsive or lack clear information, leading to concerns about item condition, child safety, and purchase reliability.
Challenge 2
Users face the challenge of finding second-hand items that match their child’s age, gender, condition, and budget. Additionally, many items are located far away, making postage or travel costs too high.
Challenge 3
Users struggle to keep track of sellers they like, forcing them to repeatedly search for the same profiles when looking for new items.
Challenge 4
Users can’t easily chat or negotiate with the seller, which leads to hesitation or dropping the purchase.
Usability & Iteration (Phase 1)
We created mid-fidelity wireframes and tested to refine our design. Here is the iterative design process for 'Home Page'.
Usability & Iteration (Phase 2)
We created high-fidelity wireframes and tested them with 7 users — 5 unmoderated via Maze and 2 moderated. All participants successfully completed the task of buying a pram, helping us validate the core design. However, despite the task's success, user feedback revealed a few minor design improvements needed to enhance clarity and usability.
High-fidelity wireframes
What did I Learn?
• Making a good balance of users' needs and the stakeholder's marketing strategy in mind while designing
• Effective communication with team members and leading challenging situations
