Let$Pay!

Letgo Feature Integration

Background

Challenge: To design a new feature for the secondhand goods marketplace app, Letgo, based around stakeholder and user needs.

The Stakeholders came to us with 3 aspects they would like integrated into their new in-app payment feature.

Tools Used: Sketch, InVision, OmniGraffle, mind map, screeners, user interviews, empathy map, affinity map, user personas, MoSCoW feature prioritization

Timeframe: 2 weeks

Let$Pay High-Fidelity Clickable Prototype

Research!

Screener

Since no one in our group has used Letgo before, we needed to find actual users to start off our research. We put together a screener survey about how users buy and sell secondhand goods. Only one question mentioned Letgo as an answer. We received over 125 responses, in which 9 people out of the total have bought and/or sold an item using Letgo. Those were the people we wanted to call in for an interview.

View the screener survey HERE

User Interviews

We created a Mind Map to help us develop topics to talk about with our users.

Before interviewing our users, our group wanted to get aligned on how we wanted our interviews to go. We created a mind map to develop topics to talk about with our users. We also wanted to gain insight into how users pay for their items online.

Research Synthesis

An Affinity Map brought data from all our user research together so it was easy to group the data and develop insights into how our users buy and sell secondhand goods online.

Insights:

• Buyer and Sellers have two completely different mindsets.
• People that usually sell on Letgo buy as well. We did not find any users that use Letgo solely to sell items.
• Trust and reliability are topics that came up in all of our interviews.
• Having an easy and fast exchange of goods is key to every sale on Letgo.
• Users like to use Paypal because it is a trusted and secure online payment method.
• Using cash is nice because its a “no strings” payment method, but going to the ATM to get cash for a purchase can be frustrating.

Personas

Meet Koko and Bri! Our two user personas were super thought out, and took a lot of time to create. Everything that was thought about for these personas is based on research from our interviews and insights gained from synthesis. Koko is more of a buyer and seller in the area of secondhand goods, while Bri primarily buys. Both try to stay budget conscious, while wanting a good quality item. Payment and communication are major issues for both personas as well, but Koko finds communication more difficult from a Seller’s standpoint. You can read below about both Koko and Bri.

An empathy map was helpful because we were able to step into the shoes of Koko and Bri.

Problem Statement

Through all our research and synthesis (and after many revisions and iterations) the team developed a single problem statement for us to focus on.

Design!

Design Studio

Two organized design studios helped us come up with a ton of features that we believed could be beneficial in implementing this new feature into Letgo. Each design studio worked as follows:

• Define the problem (15 min)
• Split up and ideate individually (10 min)
• Pitch our ideas (15 min)
• Critique (15 min)
• Iterate and Refine our ideas individually (5 min)
• Converge the group’s ideas (15 min)

Our team found Dot Voting (with push pins lol) to be a helpful tool in our Design Studio sessions

Once we had many features and ideas in our head, we brought them together to prioritize our features using the MoSCoW method. This method breaks up features based on what features are a:

• Must have…
• Should have…
• Could have…
• Would Not have…

The MoSCoW Matrix is based on two axis: horizontally is the amount of effort it would take to design that feature; vertically is how essential that feature is to solving the problem our users are having.

User Flows

To start bringing together our priority features, we created a flow of how to solve our problem. This was challenging, because we needed to consider both the buyer and seller in all the decisions that were made. What might be really beneficial to the buyer could prove negative to the seller.

Seller and Buyer flow combined together

Onboarding Flow

Wireframes

The team put pen to paper and turned our flows into wireframes. We started off by creating a paper prototype of our flow. We took our paper prototype and tested it on two users just to gain feedback on our design concept. After that, we were able to turn it into a mid-fidelity wireframe using Sketch. And after more testing, we turned these mid-fi wireframes into high-fidelity wireframes, complete with Letgo’s branding guidelines.

The chat screen as it went through iterations and fidelity refinements

The contract setup screen as it went through iterations and fidelity refinements.

Testing — Round 1!

Task Scenarios

Task Scenario A:

So, Jeff, you’ve been chatting with Koko on letgo about buying her Kitchen Aid. She wants to be paid electronically and you’re OK with that. Link your bank account to your profile.

Task Scenario B:

So, Koko, you’ve been chatting on Letgo with Jeff, who wants to buy the Kitchen Aid you posted for sale. You’ve agreed in Letgo messenger on transaction logistics. Go from your chat screen with Jeff to formalize the details of a secure transaction.

Task Scenario C:

So, Jeff, you have to decided you want to buy Koko’s Kitchen Aid. She sent you a Let$pay contract for approval, let Koko know you accept the conditions for your transaction.

Additional task:

It’s the day of the exchange, you are with Koko at the previously-aligned location and she hands you the Kitchen Aid, which looks great! Complete the transaction with Koko so she can get paid.

Usability Testing

Here are some results form the first round of usability testing.

• Users did not fully grasp the concept of Let$Pay until going through all the task scenarios. This affected the learnability of the feature.
• Some buttons were not clear about the action they perform.
• User’s were concerned why Letgo is holding on to their money.
• It is hard for users to put trust in this system.

KPIs:

• 5/6 were able to grasp the concept of Let$Pay

Iterations:

• Adding a Let$Pay tutorial within onboarding to teach a user the concept of Let$Pay
• Revise dummy text in the Messenger chat to be a real conversation
• Modify “Deal” button
• Transaction page should be separated/categorized by Buying and Selling

The added Let$Pay tutorial to explain the concept to the user.

How the Deal button changed after iteration

Testing — Round 2!

Task Scenario A (changed):

So, Jeff, you’re familiar with the letgo app and have purchased a few items on it in the past. Your friend told you there’s now an option to make in-app electronic payments, which you’re so happy to hear about- finally! Open your letgo app and link your preferred electronic payment method to your account.

Usability Testing

Here are some results form the first round of usability testing.

• People were not reading the tutorial in the correct order
• Users were confused what Time, Date, and Location mean on the contract setup screen

KPIs:

• 2/4 users chose to use cash payment instead of Let$Pay
• 4/4 users understand the concept of Let$Pay

Iterations:

• Further revise tutorial screens
• Redo layout of the contract setup screen

The Fee!

So one of the requirements our stakeholder brought to us was a small fee on each transaction. From our research, we found that users were not fond of fees, but we needed more solid evidence to bring to our stakeholders. We decided to send out a quick survey about fees to a handful of Craigslist users from our screener. The results definitely justified our initial assumptions.

If Letgo were to charge a fee on all transaction, like our stakeholders wanted, it would greatly damage their current user base.

These results show that some users are okay with paying a fee, if they got something in return, like a more secure transaction.

From our research, we found that users are okay with paying a fee, only if they got something in return. So our recommendation to our stakeholders is for them to implement a fee on all Let$Pay transactions, only because Let$Pay guarantees a level of security for the user. We also recommended that the service fee be the seller’s responsibility, because they are using Letgo to host their items.

Next Steps

Now where to go next?? There are some other features we really wanted to add and test to enhance the experience. Keeping buyers and sellers accountable was an important challenge to us, so we thought of rating system (similar to Uber), or penalty fees to address that issue. We would also love to test how users feel about the service fee, if our stakeholders chose to implement it based on our research findings.

We are so very excited to see this feature take off, and in turn, see Letgo grow!