Trained in design thinking, a relentless problem solver and a curious mind, I enjoy the look of calm and relief on people's faces when they know they have been heard, they are well informed, and they have achieved their goal...
...it is then that I know they are here to stay.
I design simple user experiences to gain trust and loyalty.
Overview
Letgo app is for users to sell and buy used items in and around local area needing an in-person meet to collect the item and exchange money.
CASH being the only mode of payment.
Feature Brief
Letgo would like to facilitate in-person transaction by allowing for the option of in-app payments between buyers and sellers, making the transaction process safer.
My Role
UX Strategist
UX Designer
Based on user research insights, I designed the trust element exchanged at in-person meet.
Success Measure
+ Rate of task completion
+ Perceived transaction security
+ Perceived increase in buyer-seller trust
+ Acceptance of Certificate of Ownership by users applying
Blockchain distributed ledger.
HYPOTHESIS
Cash is the only payment option Letgo users have to finalize in-person transactions. They sometimes feel apprehensive to complete the transaction due to the lack of security and trust.
PROBLEM STATEMENT
Steve "Buyer" and Alex "Seller" want a secure payment and title ownership of high-priced second-hand items they buy and sell through Letgo - an app that is limited to cash transaction.
How might we ensure seamless in-person asset transfer and transaction to garner trust and security.
WHY USERS SEEK TRUST AND SECURITY?
TRUST
INSIGHT: Research showed that Letgo users at times had concerns of true ownership of an item.
USER QUOTE: “This particular sneaker was expensive and I was carrying the amount of cash on me. Just the safety aspect was an issue for me...had to be sure of the guy you know, and if it (the sneaker) was genuine or not stolen you know...” –Steve (Buyer)
SOLUTION: Aiding trust by building a 2-step Confirmation to verify a secure transaction.
Buyer's online payment would be received by Letgo with supplying a verification code to buyer. At an in-person meeting for item pick-up, buyer will share the verification code with seller. This would serve as the 'key' for the seller to receive payment.
This 'key' is to be record the transaction as a hash in the Blockchain/ distributed ledger validate, own, and authenticate the transaction.
SECURITY
INSIGHT: Users find cash transactions concerning, especially when handling large amounts.
USER QUOTE: “It’s hard to tell if the cash is real or fake especially if you’re selling a really expensive product. It’s also just overall inconvenient since you have to deposit it in a bank. ” – Josh (Seller)
SOLUTION: Offers accepted would be transacted with a secure preferred mode of online payment. Employing tokens would be an option as well.
PROTOTYPE
PROTOTYPE: Ascertaining Ownership with Blockchain
Buyer is given the option to request Certificate of Ownership for an item of high value in their perception. Upon confirming the buy, a unique hash for the transaction is created with the item details, buyer and seller information, transaction amount, date and other details. This is an immutable record/ledger of bought and sold item which is connected to a Block. It can be appended for subsequent sale. Thus allowing for ownership and authentication there after.
SCENARIO: You are the buyer, your offer of $1250 using a credit card for purchasing a bike has been accepted by Seller.
TASK: You would like to get a 'Certificate of Ownership' for the purchase of this bike.
USER RESEARCH
RESEARCH METHOD
58 Surveys
10 User Interviews
Affinity Mapping
Buyer and Seller Persona
58 survey responses gave a strong resource to gather 10 users that had made in-person transaction. We conducted in-depth user interviews and gained insight on Letgo user. Getting to understand their pain points and appreciation for the app.
GOAL TO UNDERSTAND USERS PERSPECTIVE ON;
‣ What is the Letgo users outlook towards buying and selling used items?
‣ What has been to the user's satisfaction and what might need improving for in-person meet?
‣ What is the user's take on in-app payment between buyer and seller?
‣ To what extent do the users feel secure when transacting online via Letgo app?
QUOTES FROM USER INTERVIEWS
“This particular sneaker was expensive and I was carrying the amount of cash on me. Just the safety aspect was an issue for me...had to be sure of the guy you know, and if it (the sneaker) was genuine or not stolen you know...”
–Steve (Buyer)
“Online is convenient and I would want that option too because I never carry cash…when I spend money I spend it electronically.”
– Ankita (Seller)
“I would prefer to pay with a credit card, but sometimes I don’t have it on me. Sometimes I need to make a fast transaction, so PayPal preferred.”
– Viet (Buyer)
“It’s hard to tell if the cash is real or fake especially if you’re selling a really expensive product. It’s also just overall inconvenient since you have to deposit it in a bank. ”
– Josh (Seller)
AFFINITTY MAPPING
BUYER
‣ I LIKE THE SECURITY A BUSINESS ENTITY PROVIDES
‣ I LIKE THE CONVENIENCE OF ELECTRONIC PAYMENT
‣ I WANT WANT VALUE AT LOW COST
‣ I GET FRUSTRATED WITH SCHEDULING AND NEGOTIATING
SELLER
‣ I WANT TO FEEL SAFE MEETING IN PERSON
‣ I RARELY USE CASH
‣ I WANT TO EASILY CONNECT WITH BUYERS
‣ I SELL THINGS AT ALL PRICE POINTS
‣ I APPRECIATE QUICK TRANSACTIONS
"I" AFFINITY STATEMENTS
KEY INSIGHTS ‣ Trust ‣ Security ‣ Convenience ‣ Frugality
KEY INSIGHTS ‣ Safety ‣ Easy Communication
‣ Quick Transactions ‣ Efficient Transactions ‣ Avoid Cash
BUYER
SELLER
Steven, 26
PERSONA
Alex, 28
“I just had to trust that the item was there and I had to make sure that I had the total amount of cash on me. It just didn’t feel like a secure transaction.”
GOALS:
- Quick, efficient in-person transactions
- Never be at a loss from a bad transaction
NEEDS:
- Secure online payment option
-
Way to have a positive interaction with the seller
PAIN POINTS:
- Security when purchasing
-
Best rate guarantee
-
Trust in the seller
“I sold a laptop and the transaction was done in person. I was uncomfortable because I didn’t know the buyer and I was selling it for a lot of money”
GOALS:
- Quick, efficient in-person transactions
-
Communicate easily with potential buyers
-
Sell things to make money quickly
NEEDS:
- Secure online payment option
-
Insurance that her time isn’t waste by flakey buyers and scheduling conflicts
PAIN POINTS:
- Personal Safety
-
Easy communication with buyer
IDEATION
DESIGN ITERATION
Ideation - Feature Prioritization
Wireframing
Usability Testing
User interviews were conducted with buyers and sellers to understand their pain points. It was revealed that users faced difficulty most often at;
‣ time of negotiating price,
‣ ensuring they have hard cash to pay and that payment was secure.
‣ trusting each other at in-person meets.
With the insights received from user research we proceeded to ideate. We mapped out the insights in a MoSCoW format to assess the priority of features.
MUST
‣ NEGOTIATION TRACKER
‣ CARD MANAGEMENT
‣ 2-STEP CHECKOUT
‣ OWNERSHIP CERTIFICATE
SHOULD
‣ PREFERRED PAYMENT
‣ SELLER/ BUYER RATINGS
‣ CALENDAR/ SCHEDULE
‣ CONFIRMATION EMOJI'S
COULD
WON'T
IDEATION
Research Insight
Easier communication between buyers/sellers
Design
Help facilitate negotiation offers by adding the feature directly onto chat message
Facilitate trust between buyers/sellers
Ensure secure credit card transactions
Verification code to complete transaction
Textual and visual cues to increase sense of security
Lo-Fi
DESIGN SKETCHES
Mid-Fi WIREFRAMES
BUYERS VIEWPORT:
SELLERS VIEWPORT:
TRUST
TRUST
Hi-Fi WIREFRAMES
BUYER'S VIEWPORT
HOME SCREEN
SELLER'S VIEWPORT
