Research & Discover
Secondary Research
We conducted secondary research to deepen our understanding of the target audience and discover their needs.
Key Findings
(Source: Gumtree Report 2021)
68%
68% of millennials are concerned about their ability to pay for household expenses such as food, utility bills and internet, compared to only 53% of Baby Boomers.
$7,000
Millennials have 17 unwanted items on average and the highest estimated value of unwanted items ($7,000).
$9,000
Millennials achieved top average earnings per seller ($9,000) in 2020.
60%
60% of millennials buy something second hand at least once a year or more.
Competitor Analysis
We analysed Facebook Marketplace and eBay as direct competitors to develop effective redesign strategies. They both had a well-designed website and application interface. And they also had their own distinctive features that help users make a decision quickly and feel engaged.
Main Functions
- Social media
- Sell and buy used items
- Social media
- Sell and buy used items
Competitive Reviews
- Easy navigation
- Customised listings
- Inconvenience of having to use seperate messaging app
- Easy navigation
- Customised listings
- Inconvenience of having to use seperate messaging app
Distinctive Features
- Seller’s profile from Facebook social media account
- Able to message directly from the listing page
- Various postage and payments options
- eBay Money Back Guarantee
Empathise
User Interviews
We interviewed 10 people to better understand their experiences, not only with similar marketplaces but also the Gumtree app, and what they consider importantly when buying used items. Key findings and quotes regarding Gumtree app.
Interview findings
Navigation
Too much information causes fatigue and makes it hard to navigate in the app.
Seller’s Info
90% of interviewees consider seller’s information important for judging their reliability.
Review and Rating
70% of interviewees think that reviews and ratings are key factors when deciding seller’s credibility.
AI Recommendations
75% of interviewees prefer personalised AI recommendation when they use a shopping website/app.
Key quotes regarding Gumtree app
"The app is a bit crowded with options and too much things are happening on the screen."
"Variability in photo/text formatting used by different sellers makes the app look messy, the listings advertised on the main page are a bit weird."
"Too many wordy categories are annoying, make users think too much."
"I don’t feel engaged in this platform. Feel like I’m using just temporarily for a specific purpose sometimes."
Personas
Based on findings from the survey, three distinct personas (buyer, seller, and browser) were created to keep design decisions aligned with the user’s needs.
Nick Carlson, 27
Software Engineer
“Nick recently got a new job at an IT company and is looking to move into a rental apartment. He has a limited budget and wants to buy secondhand furniture.”
Daily Activities
Workout, Socialising, Self-development
Needs
Purchase decent quality furniture at a reasonable price.
Pain Points
Lack of time.It’s hard to trust sellers; he has been scammed before.
Emily Bell, 33
Financial Adviser
“Emily is a successful financial adviser. She finally managed to buy her dream house and is looking to move in soon. She wants to sell most of her old furniture to buy new items”
Daily Activities
Reading, Running, Socialising
Needs
Sell used furniture quickly.
Pain Points
It is difficult to respond to multiple potential buyers and find someone who is willing to commit to buying.
Jane Brown, 30
Graphic Designer
“Jane is a graphic designer working remotely. She spends most of her time at home and wants to make some changes for her home office."
Daily Activities
Yoga, Meditation, Reading
Needs
Browse items that can help her increase productivity and motivate her.
Pain Points
Doesn’t know what to buy specifically.
