Craigslist Redesign

view prototype
TIMELINE
Fall 2022
PROJECT LENGTH
80 hours
ROLE
Product Designer
METHODS
User Research, User Flows, Wireframing, Prototyping, Usability Testing
OVERVIEW
We're always looking for a bargain, and Craigslist has always been the place to look! Whether it's used furniture, a local job posting, or even a concert ticket, Craigslist has been a reliable source for these local needs since the internet first boomed. But in the last few years, we've seen newer products replace Craigslist due to their severe disregard for usability and user experience.

This project seeks to redesign Craigslist to be responsive with an emphasis on improving usability, safety, and trust. The main focus is on refining site navigation, brand identity, and modernizing Craigslist UI to be a safe space for users to access a localized marketplace.

PROBLEM CONTEXT

PROBLEM

Craigslist reflects a sheer neglect for usability

Craigslist has remained one of the top-visited sites in the U.S. for over 20 years now. But after 25 years of disregard to improve user interface, other products have risen as replacements, including Facebook Marketplace, OfferUp, and specialized marketplaces like Poshmark, Zillow, and Indeed.

SOLUTION

A responsive redesign with updated UI patterns

After analyzing similar services and understanding user needs, I believe a redesign of Craigslist is necessary to improve user experience. This would include modernizing the UI, prioritizing user safety and trust, and upgrading the overall user-friendliness of the platform.

RESEARCH

Competitive Analysis

In order to understand the specific areas of Craigslist that need improvement, I sought to firstly understand the operations of competitor products including: Facebook Marketplace and Ebay, as well as indirect competitors like Poshmark, Zillow, and Indeed. What are the drawing points of these products that promote usability?

Facebook Marketplace

success largely from facebook ecosystem integration
strong use of advertisements
messenger for communication
profiles are a trust metric
no fees to sell
no buyer protection
no system of verification

Ebay

buyer/seller reviews; general trustworthiness
buyer protection/moneyback guarantee
bidding system allows users to set their own values for items
personal and high-volume sellers, unlike craigslist/amazon counterparts
fees to post, additional fees after transaction
ebay on a decline since the boom of e-commerce

OfferUp

privacy for sellers
product facilitates buying process
community meetup spots
mobile-first product optimizes usability in flexible environments
many user complaints regarding the search algorithm

Insights

I conducted user interviews and user surveys online to assess impressions and experiences with Craigslist, beginning from early uses and how that has changed over the years. With this research, I was able to deduce common pain points across participants. By unraveling user pespectives’ and understanding the participants, I mapped out some user needs and pains:

Poor methods of communication

Since Craigslist doesn't use any sort of messaging system, users would have to share their personal information with strangers if a physical exchange was needed

User anonymity poses risk

The complete lack of user identification, along with a disregard for user verification or trust metrics, allows for a myriad of potential risks to users.

Low safety awareness

Over the years, Craigslist has built a questionable reputation amongst users. There've been many reports of suspicious activity on the site, as well as during in-person exchanges

Outdated interface is user-hostile

A common pain point during research was simply that the website is too old to use, it's no longer user-friendly, despite how popular it once was. Products like Facebook Marketplace and OfferUp are better designed for usability.

Online Reviews

Users are replacing Craigslist for newer services— largely due to their lack of renovation

To expand on my research outside my circle of reach, I looked to online forums like Reddit and Quora to see how other users felt about Craigslist.

User Personas

Based on the research findings, I created 2 personas of model Craigslist users. Although I had a good idea of user experiences in a general sense, creating each persona allowed me to envision the product in the eyes of a real user.

Empathy Mapping

Going further to make an empathy map for each persona was also a crucial step in conceptualizing a design solution that better satisfied each individual persona. It humanized the personas in a way that viewed them as real people.

IDEATION

Sitemap

With the gathered research and deliverables, I designed a sitemap of the redesign. This was partially done for me as Craigslist is an existing site, but the site navigation in its current state is suboptimal. I was able to see the product as a cohesive unit, filling in areas that were missing to their existing map, and seeing the different accesspoints across each page.

User Flows

I outlined 2 flows users would find themselves in when coming to Craigslist to help visualize all possible paths a user can take with a specific goal in mind:
Looking for a product (couch)
Selling a product (bedframe)

DESIGN

Wireframes

I drafted mid-fidelity wireframes for responsive screens. I felt there were many options with presentation. In modern day e-commerce, you see all sorts of websites deploy different themes and features. I knew I wanted the screen to be organized, clean, and refreshing.

Desktop

Homepage
Posting
Create Post

Mobile

Homepage
Posting
Create Post

Tablet

Homepage
Posting
Create Post

Branding

In its current state, the Craigslist brand identity is outdated and lackluster in its presence. They are known for being dissociate of heavy branding and largely characterized by the minimal effort for design. Without veering too far from the original logo, I wanted to refresh the branding to look anew whilst keeping the logo recognizable.

There is no official color palette for the site, the only use of color is seen in their logo using a standard purple. I changed this color to a purpleish-blue to add sophistication, and emit feelings of safety and security.

Old Logo

New Logo

Usability Test Flows

I conducted usability tests on 4 participants, where they walked through searching for an item, making an offer for an item, and posting a job offer. Following each task, I asked each participant questions regarding their overall experience, noting anything they found to be off-putting or particularly difficult. We would discuss their impressions of each flow, and I received feedback for improvements to be made.
Search for Item

Congrats! You've just moved out for the first time on your own and you're looking to furnish your new place. Head over to the For Sale section and look for a couch with the following filters:
‍
Condition: Used - Like New
Budget: Under $500
Seller Ratings: 5 & up
Make Offer

You've found the perfect couch and you're almost ready to commit, but it's a tad over budget. Make an offer for the item for $250.

A day has passed. Go to your Account page to see if the seller has agreed to this offer. If they have, complete the transaction.
Create Post

You're the new manager of a sushi restaurant, and in desperate need of more servers. Create a job offer posting for servers. Select the following categories for the requirements:

Post Type: Offering/Selling - JobCategory: Service - Restaurant/Food

COMPLETION RATE

Each participant was able to navigate and successfully complete each task, with feedback and suggestions. I gained helpful feedback on improvements I could implement in the next phase of iterations.

Affinity Map

I generally like to sort feedback from testing phases into affinity maps so I can categorize like suggestions and concerns made by participants, and visually discern what areas of the design need more attention towards than other. Although each task had a 100% completion rate, no design is perfect on its first draft. For this project, it was clear that the buying and selling process were areas of improvement.

Assessing feedback for Iterations

I took the organized feedback and created newer iterations of the first draft. The most common concern for participants was regarding the visual design and overall information hierarchy. Users had a difficult time distinguishing information on the post preview page specifically.
Version 1
This is the first iteration of the post preview page, which is the final step of the posting process. The feedback for this design mostly targeted the overall information hierarchy, users felt that the information was not clearly organized in a way that allowed them to digest the page's information across first glances.
Version 2
I redesigned the page to make clearer distinctions for information that was prioritized above others, as well as organizing it into sections. Smaller changes include adding an option for users to view the location on map, collapsing the breadcrumbs to save space, and an option to view the seller's profile.
Version 3
Although I only ran a single round of testing for these designs, I made another iteration of the page after discussing with my mentor potential changes that could be made. In the previous version, my attempt at creating hierarchy across information resembled secondary buttons, which might confuse users into thinking they were clickable. I made edits to this, and I also included an option for users to save the post as a draft in case they want to come back to it at a later time.

more revisions

Applying Filters
My first design on the left was meant to automatically update the results as the user added each filter, however; users found this to be confusing during the testing phase, as it didn't show a clear state of the applied results. In the revision, I kept the design the same, but added an Apply Filters button to differentiate between the different states of the results in relation to the added filters. Once the filters have been applied, it's clear to users which filters are selected, and can make adjustments easily.
Adding Clarification
When creating a post on Craigslist, users can include their contact information and are given the option to display their info on the post. Craigslist introduced this feature in an effort to counter phishing bots that would spam sellers. During the testing phase, participants were confused about this feature and wanted more clarification on what showing email or phone number meant. In the next iteration, I included a help button that clarifies information on hover.

Final Product

view prototype

Optimizing Usability

I modified the search filters as users reported to have difficulty finding products they were looking for with the current search functions. The redesign shows general filtering options in the For Sale section, but would change according to the category chosen by the user (different options would appear when searching for a car).

I also redesigned each posting card to show relevant information and refresh the overall design.

Seller Profiles

Because anonymity is such a setback for Craigslist, integrating seller profiles was vital in providing a safer environment for users. Buyers can view seller profiles, which include reviews, ratings, and tags from other buyers. There’s also an option for buyers to message sellers directly instead of users relying on their own ways of contacting the sellers. This protects buyer/seller contact information, as well as consolidating all information regarding the transaction to area.

Modernizing exchanges

Everything is online in the modern world. Cash transactions have become Venmo and Zelle exchanges, as these systems are a trustworthy way for users to manage their money between strangers. With the redesign, I implemented an online purchase system to make exchanges smoother, and to avoid the hassle and risks that come with monetary exchanges in person. I also included an option for users to make an offer directly to the seller to simplify the bargaining process.

Simplified Posting Process

Users found posting on Craigslist to be bothersome and complicated, and many stated that they preferred using other sites because of this reason. I added a progress bar to the posting process to keep users updated on their status, as well as a preview page as the last step, to show users what their post would look like before confirmation. I also reorganized the information to be user-friendly and presentable, allowing for a stress-free posting process.

MOVING FORWARD

TAKEAWAYS

Learning how to continually provide a usable product in a dynamic market

Solution ideation is one part of product design, but how can we continue to improve on products that are already usable? How can we continue to optimize user experiences, especially in a dynamic market, where technology is growing rapidly? Craigslist might be an extreme case where improvements could be seen miles away, but it poses the question of how we can improve products that seem to be doing everything right- products like Google or Apple. I think being able to ask myself these questions across products that I come across can allow me to expand my perspective on design.

Understanding the role of users in UX Design

Across all of my projects, in the final stages I always question where my designs would have been without users. Receiving helpful feedback in the testing phases provided value insight that improved on designs that I would have perceived as usable. Without the consideration and involvement of real users, our solutions would be a setup for failure.

challenges

Creating a solution that balanced Craigslist with its revisions

Too many major changes would steer users away from using the product, as Craigslist is notable for its lack of design, but the site was also in need of an extensive makeover. I struggled to draw the line in modernizing it to a standard that is in line with fellow marketplaces like Facebook, Ebay, and even Amazon, without making it completely unrecognizable.

Added pressures of redesigning a product with a strong reputation

Many hold a firm stance that the Craigslist design thrives in its current state, despite the data showing otherwise. Newer applications like Facebook Marketplace and OfferUp are taking precedence, but the Craigslist community is a loyal one and firmly believe the site is successful in its resistance to adapt. Since this is a purely conceptual idea, I do not have the appropriate metrics to measure success. Although if it were, I would assess the amount of monthly visits and incorporate customer satisfaction surveys.

future steps

Adding buyer profiles to boost safety

Safety being the top priority for users, any way to ensure a secure environment should be implemented. Buyer profiles are a good way of representing trustworthiness for sellers.

Integrate community meetup spots

Establishing Community Meetup Spots would be a good way to promote a safer environment when carrying out in-person exchanges. It would encourage buyers to use the service more often if they knew there was less risk of harm!

Buyer protection

As you might see in many other localized marketplaces, buyer protection is a common way of protecting users. With direct personal selling, risks of scamming and theft are raised. Adding buyer protection gives users and sellers a way of protecting themselves when using the service.

Direct application for jobs

Services like Indeed, Glassdoor, and a myriad more have taken over the need for Craigslist to include a job posting section. Though it's a great way for users to discover job postings, it would improve usability if applying was an expansion.

Expand on messaging system

Communication is a big concern when buying items from a seller. Buyers have questions, or might want to bargain. Instead of only providing contact info, implementing a system where users can directly message each other through Craigslist would boost usability.

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