Hazaar

Enabling 8 million customers to manage their spending through smart categories

Team

1 Designer

4 Experience Managers

My Role

UX & UI Design Copywriting Brand Design

Industry

E-commerce

Duration

8 weeks

How might we introduce brand partnerships into the mobile app without compromising the existing student seller experience?

Challenges with the brief

One key business problem highlighted by the founder is that we were not meeting our target in sales through the app. While in-person events were successful and number of transactions was high, the asynchronous shopping via the app wasn't reaping the same results.

After some semi-structured ethnographic research from our founder at Hazaar events, one insight was that the browsing and searching experience wasn't as engaging or easy to use as they experience in other marketplace apps.

Using a test & learn design approach, I worked quickly to come up with ideas based on my own expertise and desk research, and then put designs in front of users to make improvements that were in-line with their needs.

Business objectives

Unique Visitors

An increase in unique visitors means that more people are aware of and using the feature, which in turns means greater engagement in the app

Unique Visitors

An increase in unique visitors means that more people are aware of and using the feature, which in turns means greater engagement in the app

Unique Visitors

An increase in unique visitors means that more people are aware of and using the feature, which in turns means greater engagement in the app

Setting a budget

An increase in the number of users setting up a category budget suggests that there is value in the categorisation feature, and that people want to be more in control of their spending.

Setting a budget

An increase in the number of users setting up a category budget suggests that there is value in the categorisation feature, and that people want to be more in control of their spending.

Setting a budget

An increase in the number of users setting up a category budget suggests that there is value in the categorisation feature, and that people want to be more in control of their spending.

Manual categorisation

We wanted to make it easy for customers to manually categorise uncategorised transactions so that their spending insights are as accurate as possible.

Manual categorisation

We wanted to make it easy for customers to manually categorise uncategorised transactions so that their spending insights are as accurate as possible.

Manual categorisation

We wanted to make it easy for customers to manually categorise uncategorised transactions so that their spending insights are as accurate as possible.

Exploration

In order to close deals with brands, there were several requirements that were needed to implement in the app.

Verified seller identifiers
RRP
Merchandised tiles
Time-dependent notifiers
Dedicated brand destination

All of these components were agreed collaboratively with prospective brands, the Hazaar team and design to incubate the MVP brand experience in the app.

Four journeys to consider

Due to time constraints, a hackathon style design sprint was conducted to rapidly research, ideate and deliver designs based on the requirements, existing design patterns and technical limitations.

A process of competitor analysis, identifying user needs, rapid ideation and collaborative reviews helped to refine ideas at a fast rate.

Experience mapping

Some key challenges in this process included injecting new elements to the design in a way that was easy for users to understand, adapting existing student listings to maintain consistency with new elements for brands, and working around the existing information architecture to accommodate for brands which aren't bound by category.

Outcome

As a result of multiple iterations and collaborative decision-making sessions with the wider Hazaar team, we arrived at a new strategy for brand implementation which is functional, yet enticing. It is woven into the fabric of the existing app structure to cater for Hazaar's strategic shift towards brands without overriding other elements in the app.