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DEPOP Redesign

Role: UX designer, UI designer, Researcher

Date: August 2022- October 2022

Tools: AdobeXD, Google Drive, Google Forms, Miro, Discord

Project Overview

Depop is a popular online marketplace used to buy clothing. The app is known for its unique and trendy styles. When compared to its competitors the app sets itself apart by giving the user a social media like experience. The app puts a lot of emphasis on its “Instagram” like aesthetic. This takes away from depop’s selling capabilities and pidgin holes them to a more narrow demographic.

Exploring Depop's Flaws

User Feedback

In order to point out depop’s flaws, we first need to understand its audience. We must acknowledge who the primary users are and what their thoughts and expectations are regarding the app. User surveys were distributed to various college affiliated discord servers. 

Survey

The survey’s intention was to identify depop’s primary demographic and highlight their thoughts and opinions regarding the app. The survey consisted of 12 questions:

The survey was completed by a total of 22 participants. Their responses were recorded through google forms. To better visualize and in an effort to better organize the responses, we laid them out on a white board.

Key Takeaways

1.83% of the users who participated were between the ages of 18–23.

2.More than half the participants were women.

3.Mercari and Poshmark are by far Depop’s biggest competitors.

4.Many of the participants described Depop as being “cluttered”.

5.Lacks unique branding.

User Personas

Before we can begin implementing change, we must first understand the user better. From the information collected, I was able to come up with these two user personas.

Redesigning Depop

Revision of Information Architecture

We want to create a user experience which encourages our users to purchase products without overwhelming them with too many options. The best way to do this is by trimming down features from the ‘HOME” and “SHOP” screens. These two screens are primarily used as a means of exploring new items and shops.

Home Screen

Component 6 – 1.png

The current home screen is far too cluttered. A lot of the features on the original page can be removed and the features that are kept can be improved upon. “Based on your likes and saves” was removed because it’s essentially the same thing as the “suggested” feature. Having them both seems redundant. “Your likes and saves” and “Recently viewed” can be shifted to the profile screen, we want the homepage to be a place where the user can explore new pieces while staying updated with their sellers. I chose to remove “Depop Edit” and “Hot on depop” because they lack the personalization quality a “home” page should offer. For example I identify as a male, and I prefer to wear men’s clothing. Since the app is dominated by a core female demographic the clothes recommended to me through the two previously mentioned features are all women’s clothing, making these features essentially useless for most men.

Site Map

Site Map_edited.jpg

Low Fidelity Sketches

High Fidelity Mockups

Homepage-hifi.png

Homepage

The "clutter" on the homepage has been greatly reduced.  The user is also able to view important information such as price and the shop's name before having to click on the image.  The seller on the rise section has been added as an incentive for those who use to app to sell. 

Search-Hifi – 1.png

Search Page

The search page has been altered to look more sleek and modern.  The user can easily choose the type of clothing they are looking for and can alternate between gender and non-clothing items. 

Product page-hifi.png

Product Page 

I wanted to keep the "instagram" like feel of the product page while also utilizing each frame to give as much information to the user as possible.  The user can view shop reviews, product details, similar items, and they can interact with the tags to take them to clothing of that specific style.  

Wrap Up

The app’s design makes it difficult for users to purchase items, as it is easy for them to get caught in a cycle of scrolling without making a purchase. we should redesign the app to encourage purchases and streamline the user experience by reducing clutter and eliminating unnecessary features on the home and shop screens. Additionally we learned the importance of a personalized shopping experience. A personalized shopping experience is important because it helps customers feel valued and ensures that they are able to find products that suit their individual needs and preferences.

Reflection 

I am writing this reflection almost a year following the completion of this case study. Over the course of the year I have learned a ton about different research methodologies, and I have a much firmer grasp on project management. At the time of conducting research for this project I was the president of my University's design club. This means I had a large number of target users to draw from. I could have done more if I had utilized my resources more efficiently. For example I could have conducted in person interviews, A/B testing, and created journey maps from the experiences highlighted in the user interviews. Looking back now my management skills were abysmal. Prior to this I had no experience working on this scale by myself. Now I have experience using management tools such as "Trello" to keep all my objectives timely and organized. One large issue I has while writing this case study was staying consistent. The life of a college student can be chaotic at times. I found myself taking long breaks while working on this case study to prioritize something else. Now I believe I have become better at delegating tasks to myself. This change has mostly transpired due to me acquiring more leadership experience and learning more about management tools and techniques. 

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