Depop

YEAR

2017 - 2018

FOCUS

research
product design
brand
design system

MY ROLE

senior product designer

TL;DR

Depop is the fashion marketplace app for Millenials and Gen Z. As a senior product designer I worked on ideating, researching and iteratively designing for both native apps (iOS and Android), the website experience and the brand.

As with all startups, I worked on a variety of initiatives beyond the original scope of a product designer (beer label anyone?🍺) and saw the company grow from 35 employees to over 150 in less than 2 years.

The app had 1.3m users in 2017, 13m in 2019 and now (2021)
has over 21m and was acquired by Etsy for $1.625 billion in June 2021.

EXPLORE

Defining and designing a more engaging Explore page

This was Depop’s first exploration into personalised content. The “Explore” page was a manually curated selection of items that would not always get a lot of engagement. We wanted to explore ways to increase engagement on the Explore page by adding personalised content in a section called “For You”, marketing campaings like “1 Of 1” (promoting unique creations from sellers) and highlighting sellers curated by the Depop team.

User feedback sessions showed that users wanted to discover more similar items based on the things they already loved.

In collaboration with developers we created an algorithm that would suggest items based on user’s likes and saves. Each item on Depop has valuable meta data like brand, colour, size that can be used to provide hyper relevant recommendations even with only 10 likes or saves.

A/B testing was a standard procedure at Depop and we tested a number of variants for the Explore page with small batches of users to back up our design decisions.

For You

For You is a simple concept, we surface related items based on your saves & likes. The user needed to like and/or save 10 items minimum to see a “For You” section populate in the app. The more you like and save the more items Depop will recommend. The section would update every day with fresh content.

This was a great way of getting more relevant content in front of the user but also ensure we were increasing engagement and ultimately sales.

We also created an Instagram story to promote the new feature and show users in 10 seconds how it worked.

HELPING PEOPLE FIND THE THINGS THEY LOVE

INCREASING THE CONFIDENCE TO BUY

AND SO MUCH MORE!