This case study discusses Iran’s largest classified ads app, Divar. More than 35 million people use the product. The app contains a marketplace where store owners can add their store profiles and posts will appear in their store profile. Read “Increasing the credibility of stores” for more information about store profiles.

Research:

Discover a problem

In the Marketplace team, we all created our own store profiles to better understand our product, according to Alma’s article. During this experience we identified many issues in the product, one of which was the inability to find the store profile on the post pages.

When buyers called us about an item in our store, they asked about our other products. Users were unaware there was a store page where all items of a store are displayed in a single location.

This topic made me curious to research more about the problem. I Decided to check this issue on the other sellers posts.

With checking descriptions of marketplace posts, store owners mostly mentioned at the bottom of the page, “you can see a profile of the store”. We were concerned in the design team with finding store profiles on post pages. Therefore, we decided to do a usability test on this topic.

Usability Test:

Scenario:
We create our Skin Care Products store on Divar and:

1. Asked users to open the Divar app and search for a specific product.
2. Asked them to tell us about the product (for exploring the page).
3. In the page of the product we ask them that “Is the seller of this product sells body splash too?”
4. Waiting for user actions and loud thinking.

This test was done on five people who used Divar before but they were not daily users.

Result:
During doing the task:

• One of them mentioned they should tap on something to open the store page, but they couldn’t find the store profile row.
• Two of them finds the store profile row and completes the task successfully
• Two of them said they should call the seller and ask him/her to realize “Is the seller sells body splash too?”

This test gets done by Alma Roshani.

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Design:

Problem:

• The store profile section was not discoverable in the post page.
• Users were unable to find out that the store’s other posts could be viewed in its profile. Users are unaware of the existence of store pages. Due to this topic you can read this case study.

Goal:

• Improvement in post page layout.

Metrics:

• Increasing number of tapping on profile section in posts pages per each post.
• Increasing the success rate of usability test (It was 40%)

Insights: The video that was recorded from the user’s screen during the test was checked. Every three persons which was not successful in doing the task, scrolled the screen till the map section and then they stopped scrolling. In their mindset they assumed that the map is the last item on the page. Therefore, we concluded that the position of the profile row was inefficient.

What did we do ?

With the change of page sections order, I decided to put the profile section above the map.

Also I changed the writing of Selector-Row that used in store profile section, the writing was “Store Profile” that changed to “all posts and information”. For more information about Selector-Row you can read “Increasing the credibility of stores”.

Challenges:

We were concerned about the store’s district in the profile section. The length of the sentence could be longer than its space. However, I found the longest store name in the data, and it fit into that space.

The second usability test:

Before the new design was developed, another usability test was conducted with another five people. As before, the test scenario was the same, but the results was admirable. In the test task, we achieved 100% success rate.

User’s Scrolling Before changing the priority of sections:

User’s Scrolling After changing the priority of sections:

As you see, the Store Profile section is visible to users after changing the priority.

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Impact:

In general, the number of clicks on the store page increased. This metric was affected simultaneously by multiple other projects. Because of company rules, I am unable to display the impact of each feature separately.