Kijiji

Mobile App UI/UX Design Study

Tasks

UX Research
User Persona
User Journey
UI Design

Timeline

2.5 weeks

Industry

E-commerce

Sections

Overview • Post a Listing Journey • Save a Search Journey

Overview

Kijiji is one of the pioneers of online buying and selling in Canada since 2005. The platform provides both sellers and buyers with excellent opportunities to earn and save money, respectively. It offers various categories including Electronics, Hobbies and Sports, Fashion, Decor, Pet Accessories, as well as Jobs and Real Estate.

Problem

Despite its popularity, Kijiji's user experience design has areas that could be improved. These improvements include reducing the number of advertisements through a paid account option, offering more comprehensive filters, and enabling users to save searches within the app, among others.

Let me post a detailed listing

Feature

Post a Listing

One of the main features of Kijiji is posting a listing. Let's see how is the experience of Maxie going through the feature.

Maxie, 36

Guitar Pedal Collector from
Vancouver, Canada

Persona

Bio

Maxie is a guitarist for a band. He has collected various music gear specifically guitar pedals. Over the years, he accumulated pedals that are used and would like to declutter his home as well as earn some money. He also sees this buy and sell as networking since he is meeting people who are enthusiastic about music as well.

Goals

Sell used guitar pedals and accessories to earn extra money

Sell quality second hand guitar pedals

Find people who are music enthusiasts

Pain Points and Frustrations

Describing the quality of the product

Difficulty on pricing the products

Needs and Expectations

Price and quality transparency about the product

Simple and efficient way to post a listing

Better buyer-seller communication

Motivations

Earn extra money with old and used but quality guitar pedals

Declutter space

Quickly sell pedals with people who share the same music interests

Journey Steps

Examine

Post a listing 🙂

Elect

Filling out details 😕

Evaluate

Most details are optional 😟

Condition of the item can be more specific 😟

Entrust

Will post again to sell 🙂

Pain Points and Opportunities

Examine

Looking at the forms can be too overwhelming

Elect

Inputting details can be skipped, no required fields

Examine

Lack of transparent information on the posted item

Entrust

Seller can be unreliable

Feature: Post a Listing

Current Userflow

Proposed Userflow

Current UI/UX

Notes

Price listings can appear in both numerical ($50, $0) and non-numerical formats ("FREE"). Standards should be in place to unify labels and functions.
Needs to provide a postal code for the location, it can be a privacy or security problem
Condition can be more specific

Proposed UI/UX

Notes

Users must fill out the required fields
Users can tag their item condition from the four options provided
Users can input a specific price, otherwise they can select the free tag that will be shown as “FREE” for the price
Users have the option to set approximate location for privacy and security

I want just want to save my search

Feature

Save a Search

Users can save a search but Angel does not want to bother going to her phone's setting and change her notification preferences.

Angel, 30

A Thrifting Fan from
Vancouver, Canada

Persona

Bio

Angel is a marketing manager living in Vancouver, Canada. She likes to practice sustainability and is a fan of thrifting when she does shopping. She is mindful when it comes to spending and prefers to buy quality second hand items. She also spends time navigating online marketplaces to browse and save products she likes and needs.

Goals

Find affordable second hand items

Discover local deals and sales

Save money on pre-owned products

Pain Points and Frustrations

Time limitation to browse multiple listings

Concerns about the accuracy and reliability of sellers and product quality

Challenges in meeting-up the seller due to security and safety

Needs and Expectations

Quickly find products she needs

Better filtering and search

Save a search

Motivations

Save money by purchasing second-hand items

Sustainability by reusing items

Easily find and buy items close to her location (work, home)

Journey Steps

Examine

Search for an item 🙂

Elect

View Results 😕

Evaluate

Need to change the system setting in order to save a search 😠

Need to turn on notification settings to save a search 😠

Entrust

Did not save a search because of the notification setting 😠

Pain Points and Opportunities

Examine

Search for an item

Elect

Too many buttons to filter out the results

Shows irrelevant results

Examine

Save a search is turning on the notification

Entrust

Need to make the search again when user is ready to buy

Feature: Save a Search

Current Userflow

Proposed Userflow

Current UI/UX

Notes

Filter buttons are far from the search results
Interchange filter buttons and location pin
Save button is barely seen against the listing or ads posted
After trying to save a search, it can be confusing to the user why the function is connected to the phone system notification.
Unless the users change their notification settings in their phones, their search will not be saved

Proposed UI/UX

Notes

The map and filter buttons have been interchanged to create a closer connection between the filters and the search results.
Users can quickly turn off and on a saved search via the fixed save search field.
Users can access their saved searches in the search bar under the "Saved" tab. They also have the option to delete a search directly from this tab