Fishpond
Second-hand trading community, UX design, iOS mobile app
Overview
Xianyu is a Customer to Customer (C2C) e-commerce mobile app to trade and share second-hand goods. Fishpond is the social media under Xianyu for people to explore, record, post and share about their second-hand goods. In this project, we focused on the solution of the low user engagement rate of the existing Fishpond community in Xianyu ios app. I was the team lead and UX designer. I collaborated with another UI designer and project manager to create a feasible implementation for the video story related features in Fishpond.
My role
Team Lead, Project Management
User research (User interview, User personas, User journey map, Accessibility test)
Product strategy Lo-fi to Hi-fi Wireframe & Prototyping
Team & time
Three (3) people including one product manager, one UX designer, one UI designers
Three (3) weeks in total
Software
Design and prototype (Sketch, Adobe Photoshop, Invision)
Research and team collaboration (Trello, Zoom, Shimo document, SurveyMonkey)
User Research
EXISTING PRODUCT EVALUATION
ADVANTAGE
Large amount of potential customers from other Taobao and TianmaoUnique user identification and trading credit ranking system by AlipaySimilar user habit with Taobao and Tianmao
PROBLEM
Confused name of categories and sub-categoriesLow interface hierarchy for contentsHigh privilege for fishpond moderatorPrivacy concern
USER INTERVIEW
We spent 1 week, and interviewed 7 users, including 2 Key Opinion Leaders, and 5 Common users. Then, we created user personas based on the user research findings above. Here are the key insights.
USER INTERVIEW CONCLUSION
Fishpond users have the following main characters:
Trust the existing credit system in Xianyu;
Love to interact with other people, and they are looking for a new way to stand out from other posts;
Listen to a friend’s recommendation and want to follow the trend, such as trying video stories;
Think video provided more information and more trustful than photos and paragraphs.
The Hypothesis
Social media trend
+ existing e-commerce user habit
+ high interaction rate
= enhancing short-form video user experience
Competitive Analysis
Based on the results of existing product evaluation and user research, we decided to enhance the existing short-form video module in Fish Pond community. We picked up two main competitors to analyze: RED (小红书) and TikTok (抖音).
COMPETITIVE ANALYSIS CONCLUSION
Since short-form video became more and more popular, users should take the following points into consideration when designing the short-form video in the community.
Design full video editing and posting user flows.
Simplify the steps of the video play and editing user experience.
Guide users to interact with the trending topics.
Detailed Design
According to previous research and analysis, we proposed the following three main design strategies.
Refine content distribution system: Combining categories and hashtags in homepage, user profile, search into one consistent topic. User can customize their following content categories.
New user interface experience: Redefining the app structure and interface in fishpond. The new interface encourages users’ interaction in the community by using different and united icons, color system and so on.
New short-form video modules: Improving short-form video related user experience. Adding short-form video entrances in many pages.
1. CUSTOMIZED CATEGORY
2. NEW USER INTERFACE EXPERIENCE
According to our previous user research, users had many negative feedbacks about showing their last login time to the public on their user profile page. Therefore, we used the numbers of “likes” and “followers” instead of “last login time”.
3. NEW SHORT-FORM VIDEO MODULES
“How to view short-form video in fishpond” user flow
WHAT I LEARNED
The project was completed under an extremely limited time frame and we experienced project manager rotation. However, we finally delivered the projects on time. The video story is one of the most popular social media content forms in the internet industry. Also, Alibaba is a corporate with giant users and a mature design system. We have to spend much time studying their different user groups and existing user habits. Then we narrowed down our design scopes for a better implement. The time we analyzed the product, was also the time we learned from the best.