Product design, user experience
Vend public profile
Updating public user profile to improve user experience through page layout and filtering.
2025
Vend brands including Finn.no, feature two profile levels, private profile or "My Pages" and public. Public profiles share key details such as usernames, ratings, and active listings to build marketplace trust. Our objective is to provide the right amount of data to help users make informed decisions about who they are transacting with.
My role
As the lead UX designer I did an audit of the page to discover opportunities for improvement and discover user needs. I lead the process from problem framing and ideas to implementation, through several iterations and improvements over several months. During this process I did user interviews, unmoderated user tests, as well as in context surveys.
The challenge
A clear visual hierarchy and structured layout were essential to improve usability and task-focused interaction. User insights revealed that the page lacked hierarchy, making it difficult for users to locate relevant information efficiently.
To address this, the most important information was prioritised and placed at the top of the layout. While two of the key trust elements, active ads and user reviews, was organised into separate tabs.
Task focused layout
The tabs enable users to focus on one task at a time. Active ads were set as the default tab, as user feedback identified them as a key reason why users visited a profile page. Additionally, ratings and reviews were given a dedicated tab, reflecting their importance as trust elements across marketplace platforms, as confirmed by a survey done across all countries.
Filtering and sorting
Vend marketplaces span multiple sub-markets, including general household items, vehicles, housing and more. To make relevant ads easier to find, filtering was introduced based on marketplace categories.
User interviews also revealed key ways users navigate reviews, such as filtering by positive or negative feedback, or based on items sold or bought. These insights informed the introduction of filtering and sorting options, helping users more effectively explore review content.
Following the page update, a satisfaction survey showed strong results: 68% of participants reported being happy or very happy, while an additional 14% expressed neutral satisfaction. While these results are based on FINN users, surveys on other brands showed similar results.
