rebuy reached out to us with a clear mission: to encourage every customer to embrace circularity and extend the life cycle of their products. In order to enable this circularity, they needed to re-evaluate their current website as their feature for re-selling products was neglected. The entire user experience was focused on buying.
Goodpatch’s challenge was to use visual design to bring the buying and selling experience to the same level for users on a landing page. There were three key aspects to the success of this project: understanding and embracing the circularity challenge, bringing rebuy’s new branding to the digital space, and effective user testing.
Circularity has become a big buzzword nowadays as it can positively influence how we as a society can reduce environmental impact. Since it’s also part of the European Green Deal, it is now the time to embrace circularity and create new value for customers. rebuy’s ambition is to help their customers have an easy way to embrace a circular lifestyle.
When looking at the old home page from rebuy, the buying section was very prominent with sliding banners ensuring a clear way in for visitors of the website. Also, the search was very prominent, giving search-dominant users an easy way to look for refurbished products.
However, it was not immediately visible for users that they could also sell their items on rebuy. Looking at the screenshot, the entry point was this little button on the top right. This, among other things, was what we wanted to change with the new website redesign.
As the name circularity implies, we needed to make sure to consider both buying and selling on the same level. This is necessary to ensure that website visitors immediately understand that they can buy but also sell their goods. In doing so more products can be circulated and be refurbished by rebuy to find new owners. When designing the website, we made sure to put the entry section for the buying and selling journey on the same level and make both entry points equally accessible.
rebuy had recently articulated a new visual brand. However, this had not yet been adapted for a digital platform. So, the first step was bringing the brand elements together for the landing page. We approached this by creating a design system. This means that we designed all the individual elements that are needed for a digital platform and ensured these elements can live on their own with clear documentation and instructions for how they can be used in the future. This allows our clients to scale their platforms in the future without needing our support.
One example of this stage in the process was defining the fonts. rebuy, at the time, was using system fonts. Meaning the font that a user would see would be optimised for website load time rather than design. While this might sound good from a SEO perspective, it’s not the best strategy from a design standpoint. Hence, we defined new fonts and educated the team on how to create a stronger design system for scalable products.
Since we had our main assumptions around the new home page and the entry points for buying and selling products, we decided to run an unmoderated user test. This means an external tool guides the tester through the steps and identifies how much time is spent on what task. We used useberry, which creates heat maps, prompts users with questions and helps identify design preferences by users. It’s highly automated and a great tool for quick, efficient, and unbiased testing of landing pages.
For the user testing with around 25 users we had multiple things we wanted to test. First it was about how users interact with the site in general and how much time they spend on it. We prompted them with a few questions around what the aim of the website was in order for us to understand the value proposition.
Furthermore we gave users tasks they should perform in order for us to see their behavior. This gave us insight where users actually click to start the individual journey. Visually represented clicks in the form of heat maps showed that we were able to design intuitive entry points for both buying and selling.
Additionally we tested the preference of two different versions of the home page. Users were given the task to vote for the overall best website that they felt more assisted with. We were able to identify a clear winner, which resulted in the launch of the new rebuy landing page you see today.
reCommerce (second hand)
Strategy, Design, Landing page