OVERVIEW
A New Era for Craigslist
Craigslist, a global platform for classified ads, has retained its minimalist, text-heavy design from the 90s, which presents usability challenges. This project aimed to evaluate the user experience of Craigslist, identifying pain points and providing actionable design improvements to enhance navigation, build trust, and improve overall usability.
My Role
As a Product Designer, I worked with a team of three to identify key pain points and usability issues on Craigslist. I led the preliminary research, developed usability test plan, and led usability test sessions. Using data and user behavior insights, I implemented design iterations to optimize the user experience. Additionally, I led the creation of UI designs and interactive prototypes, ensuring a seamless, consistent experience across all platforms.
Time Frame
Completed in 2 months (2024)
Methodology
Heuristic Evaluation, Cognitive Walkthrough, User Interview, Moderated Usability Testing, Data analysis
Tools
Figma, FigJam, Zoom, and G-suite
Objective
Design an intuitive search function to help users quickly and easily find desired listings, from apartments to services.
Uncover user pain points and usability issues that affect efficient navigation and information access across the site.
Improve the user interface for a more modern, user-friendly, and visually appealing browsing experience.
Analyze the causes of clutter and its impact on user experience, particularly on the homepage and listings pages.
Streamline the user journey to enable seamless browsing and informed decision-making
Outcomes
Improved navigation and streamlined search functionality, leading to a more intuitive user experience.
Enhanced clarity in button labeling and information display, reducing user confusion and errors.
Simplified homepage and layout, addressing the issue of clutter and improving user engagement.
The Challenge
01
Unclear information on listing pages
Unclear information on listing pages made it hard for users to understand key details, such as pricing and contact information, impacting their ability to make informed decisions.
02
Ineffective search and filters
Limitations in search functionality and lack of advanced filters made it difficult for users to refine their searches and quickly find relevant listings.
03
Repetitive content and cluttered layout
Repetitive information and a cluttered layout made it challenging for users to find important details, like contact methods and item specifics, reducing overall usability.
04
Outdated Visual Design
The text-heavy, 90s-era design feels outdated, reducing user engagement and making the platform appear less trustworthy compared to modern alternatives.
How might we improve the website's design and functionality to allow users to quickly and easily access relevant information and complete tasks efficiently?
The plan
Understanding User Behavior
We began the project with these questions to gain insights into user preferences, pain points, and behaviour to make data-driven decisions for website improvements:
01
Are users able to navigate through the site without errors?
02
What should we prioritise on the website?
03
What challenges do users encounter along the way?
04
Was the user able to complete the task?
Research & discovery
Uncovering the Path to a Better Craigslist
To gain a clear understanding of user needs and areas for improvement, our research and discovery process focused on two key phases: Preliminary Research and the Moderated Usability Test Findings.
01
Identifying User Pain Points
Conducted a heuristic evaluation to identify existing problems and areas for improvement.
02
Average SUS Score
64, Score fell below 68 average
03
Cognitive Walkthrough Analysis
Using a Cognitive Walkthrough approach, we simulated the user's journey across various key tasks, such as creating posts, apartment hunting, and hiring services. This method helped us identify specific points where users struggled, such as locating the correct links on the homepage and filling out posting forms.
04
Understanding the typical user journey
We mapped out typical user flows for key tasks like posting an ad, browsing listings, and contacting sellers. To validate our findings, we conducted interviews with 6 users to understand their experiences. This helped confirm where users were experiencing difficulties, such as with the overwhelming homepage layout and the confusing navigation paths.
These research and testing activities provided valuable insights that directly informed design decisions, resulting in a more user-friendly and streamlined interface. Our next steps focus on refining key areas of Craigslist, such as navigation, post creation, and user trust features, to ensure a smoother user experience.
Insights & Recommendation
Simplifying Craigslist’s User Paths
Insight 1
The homepage’s cluttered and text-heavy layout overwhelmed users, making it difficult to find relevant sections or listings quickly.
Our user testing revealed that most errors and deviations from the “happy path” were caused by the text-heavy, visually overwhelming, and cluttered home screen. Users struggled to find the right category, emphasizing the need for a well-organized, visually intuitive, and user-friendly layout.
Overwhelming Text
Users found the site dense and less engaging due to the lack of images, which forced them to rely on large text blocks, slowing the browsing experience.
Recommendations 1
Enhance and simplify the navigation menus for a friendlier browsing experience.
To enhance usability, the homepage should be decluttered by organizing categories like Housing, Services, and Community with clear icons and concise descriptions. This would make it easier for users to immediately identify their desired sections.
#1
Optimizing Visual Cues for Seamless User Navigation
#2
Quick Filters for Easy Search
Insight 2
The "Reply" button's placement and labelling were unclear, causing delays and frustration when trying to interact with listings.
User testing revealed that many participants were confused by or missed the "Reply" button, which is crucial for contacting sellers. Users were unsure how to proceed, leading to missed opportunities for communication.
Unclear Call-to-Actions
Recommendations 2
Replacing "Reply" with a clearer label such as "Contact" directly communicates the action, making it easier for users to engage with listings.
The button design should be more prominent, using bold colors and larger size to catch the user’s attention. The enhanced "Contact" button in the design mockup serves as an example of a more noticeable, action-oriented interface element.
#1
Simplify Layout Around Key Actions
Insight 3
Users frequently navigated away from tasks to consult FAQs, disrupting their workflow and increasing frustration.
User testing revealed that many participants were seeking help by navigating to external FAQs, which disrupted their flow and caused delays in task completion. Users needed real-time assistance without leaving the page, leading to more seamless interaction.
Inconsistent Help Access
Recommendations 3
The on-screen help icons provides instant support without requiring users to leave the current task.
The help icons should be subtle but accessible, offering a brief tooltip or guidance when clicked. Integrating these help icons would eliminate trial-and-error navigation and reduce the need for users to consult FAQs, significantly improving usability.
#1
Streamline Access to Help
Lessons Learned
Retrospective
01
Understanding and selecting the right research methods
Aligning research methods with project goals was essential for obtaining actionable insights. For instance, leveraging heuristic evaluations early in the process efficiently uncovered usability issues. By focusing on the "why" and "what" behind each method, the approach was streamlined, saving both time and effort while ensuring the most relevant findings were gathered.
02
Learnings
Conducting a pilot test helped to refine the usability test process and eliminate potential obstacles before full-scale testing. It is crucial to dry run your test a few times to identify any gaps in the tasks, clarify instructions, and ensure the test flows smoothly for participants. This allows for adjustments to be made, ensuring that the actual usability test gathers the most accurate and relevant insights.
03
Strengths in User Interviews and Test Planning
Conducting user interviews and planning the moderated usability tests revealed a key strength and passion for these areas. The process of researching, interacting with participants, and designing the test plans felt natural and engaging, reinforcing an interest in user-centered research and the meticulous planning required for successful usability testing. This experience not only highlighted these skills but also deepened the appreciation for how thorough research and well-structured tests lead to more impactful results.