C2C Delivery

Avito (ex-OLX Group) is the world's leading classified platform, with 70M+ MAU and a dominant market position.

Avito Delivery is a service, which allows to send goods between buyers and sellers through the delivery services.

Problem

Avito Delivery allows users to buy or sell goods without unnecessary contacts and safely. However, our users are distrustful of the service, do not want to switch it on and do not know how to use it properly.

Role

Senior Product Designer

Timeline

Feb 2021 - May 2023

Outcomes

Outcomes of my work are several features, that improved the seller’s experience and helped the company gain financial benefits.

Design process

Project Background

When I joined Avito in 2021, the Avito Delivery has been already working, the goal of my team was to improve the service.
Since we often communicated with our clients, we had a list of barriers to use Avito Delivery, which we turned to backlog. Here are top-3 barriers: unconscious connection, misunderstanding how to use, distrust of the service.

Peculiarity

In this case I tried to collect as many features as I can to track how we gradually influenced metrics of the service, changing and improving the experience from different sides. Therefore, in this case I will not deep dive into a specific feature and describe each process stages, implying that we conducted researches and made UX and A/B tests.

Connection

The funnel for delivery items has improved and the cancell rate metric decreased in 8%

We made a new screen in the item submission form to make the delivery connection process conscious. Previously delivery was turned on automatically for everyone.

Added Avito Delivery settings on item card to easier managing for seller. Now seller could switch it on or off quickly.

Usage

The metric of taking items to the pick up points increased in 3%

Explained how to use Avito Delivery and what to do with the first order. We raised the awareness of sellers.

Onboarding screen 1

Onboarding screen 2

Onboarding screen 3

Previously, all communications about orders were via messenger. It was overloaded and difficult to understand. We decided to make all communication via order page. In order for the client to immediately know about his order, we added widgets as a more obvious entry point into orders in main page and profile.

Rate of expired orders decreased in 4%

Сonfidence

We launched surveys for collecting feedback about the Avito Delivery process. We could use this tool to find growth points. What is more, we made it as universal platform, and it could be reused by other teams.

We receive more than 3 million responses per month, the average rating is 4.85. We analyzed text responces and used it for filling our backlog.

Before the transactions, buyer and seller inspect each other’s profiles. But there was no information about the experience of using Avito Delivery. Therfore, we added trust element in order to increase user loyalty to the service.

We cought positive feedback about this improvement from the users interviews

Reflection

It’s awesome that we were able to look at the service from different angles and searched for solutions that affect different types of metrics. There were a lot of things that didn’t work at first. Sometimes we stagnated in the discovery process, because we could not find obvious value for users, sometimes we changed solutions after UX tests and tested again. Once, because of our feature, we opened the door to fraud (surely, we quickly fixed it).

I want to express gratitude to my team, who helped, supported and chellenged me throughout my work on all projects.

Other work

Redesign of item submission form

AS iS

1 iteration

2 iteration

Redesign of seller’s item card

AS iS

1 iteration

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