Product design, user experience
Min FINN redesign
A new profile page for FINN marketplace to improve usability and task focused user needs
Autumn 2020 - Spring 2021
My role
As the lead designer I worked together with a service designer in the discovery phase, planning the process, running interviews and analyzing the findings. We planned workshops to involve the whole team and other stakeholders in the ideation and prioritization process. In the design phase I did the wireframing, prototyping, usability testing and designing the final UI following FINN’s design system.
FINN.no is an online marketplace. It provides a platform for both private and professional users to sell and buy within a wide range of goods and markets. It consists of different markets from property sales to a secondhand market. Min FINN is where users have their account information, the saved searches, ads they have made and more. The project started with the goal to improve information hierarchy and its relevance for the users.
Challenge
Min FINN over the years had become a collection of different functionalities and links. This led to a lack of order and overview for the users, which was confirmed in initial user interviews. Also some of the top issues registered with the customer service were problems people had with finding relevant information on the page, for example finding and changing the account information. It was difficult for people to navigate the page to find information and it did not feel personal or relevant.
“I can't find personal information. I find that very problematic.”
FINN user
Overview
A clear structure and visual hierarchy helps people get an overview and find information easier. Overview makes it easier to remember the content later and help people to navigate.
Ownership
By showing some of the personal information such as ratings and environmental impact alongside the profile picture, we made Min FINN more personal and created a sense of ownership.
Relevance
Working with the terminology and content structure, we made sure people understood the terms and could find the relevant information regardless of their familiarity with FINN.
People first
With the organization's needs in mind, we started talking to people, to understand the context and user needs. We talked both with our end users and stakeholders as well as different teams throughout the project to gather insight, validate ideas and prioritize. In an iterative process we tested different ideas and built the solution step by step. Later in the processes we also talked to specific groups, for example job seekers, to understand their needs from Min FINN better.
Organizational complexity
Min FINN is a product owned by multiple teams. We needed to get an understanding of the dependencies that we needed to take into consideration. Through workshops and open dialogue we involved both internal teams in FINN, as well as some teams in Schibsted. This affected our prioritization heavily and the feasibility of many of the ideas which had bigger dependencies on other teams' collaboration. We had to make some hard choices and settle for some compromises along the way.
