Opporty

E-commerce service marketplace redesign focused on social good

Service & social good

Opporty is a service marketplace with a focus on supporting business that provide social good. They are a place that users can come to find local services. They also provide B2B connections & support for growing businesses.

The challenge

Opporty wanted to redesign their marketplace. User testing revealed that users struggled with understanding the site branding & navigating the site. 

My Role

I was a UX Designer on a team of four. My main focus was the navigation flow and new features to enhance the user experience.

The project duration was 8 weeks. 

Focus #1: User Research

To understand how the current site was meeting user needs we performed five user interviews & tests. I personally performed one. From there we encapsulated our insights into a persona. 

“I can’t find what I am looking for, at this point I would just leave!”
“This website doesn’t look like it is for me, I’m not sure what it does.”
  • Users had no clear understanding of what the site was for

  • Users had no clear direction in how to search for services

  • Users value price, location, & evidence of expertise

  • Users believe that social impact gives a big extra point when shopping

Main User Findings

Meet Sarah

Sarah is a busy entrepreneur who is just starting her own business. ​She is looking for legal help regarding real estate. She needs to trust a site & find service quickly so she can keep up with her busy schedule.

To accomplish this she should be shown clear branding & have a clear search & navigation flow. 

Focus #2: Redesigning the navigational flow

In user tests, users found the original user flow for searching for a product was difficult to understand & navigate. 

Problem Statement: How might we streamline the searching and navigating process so that users can find services they are looking for with ease?

Favorites

During research, users mentioned how long looking at individual listings takes.


I came up with a Favorites tool so users would be able to save listings to look at later/easily return to.


This was also offered by competitors. 

Reviews

Located at the bottom of listing page

Strong user value

Key aspect of service selection

Offered by all competitors

Social Impact

Located in the Listing page/Listing Card 

User can filter by brands that support social impact

User can read how the company supports social impact

This feature aligns with client goals

Focus #3: New features

When designing new features, I focused on user's values from research & bringing the product to competitor standards. There were three additional features, Favorites tool, Reviews, & Social Impact Badges

Final Design

Hi-fi Prototype

Key Takeaway 1

Look at what your competitors are doing: When we looked at our competitors there were features that they offered which users had come to expect in their mental models.

Key Takeaway 2

Strength of positive team relations: Working on a team with different types of people and personalities only works when you foster positive relationships based on empathy and respect.

Key Takeaway 3

Iterate, iterate, iterate: There are always ways to improve or tweak designs. Understanding how to take feedback and use that in my next iteration made my designs stronger.

Challenges

After our initial wireframe design, our scope was widen to highlight businesses of minorities and disadvantaged groups. 

Our team had lengthy discussions around the implications and complications of highlighting certain groups over others and the sensitive political and legal issues that might arise in the future

I proposed a more general Social Impact Badge that would allow business to highlight the good they do without needing to name the specific groups they identified in or supported. This alternative was accepted by the client and implemented into the final design.

Original User Flow

Redesigned User Flow

Project Update

Original

20%

Of users were clear on the site message

Hi-fi Protoype

100%

Of users were clear on the site message

80%

Of users were able to find a service

100%

Of users were able to find a service

Original

60%

Of users said that navigation/filtering were difficult

Hi-fi Prototype

0%

Of users said that navigation/filtering were difficult

80%

Of users had difficulty with search bar, navigation bars, and location search

25%

Of users had difficulty with search bar, navigation bars, and location search

We performed a user test on the Hi-fi prototype to see if task completion was affected