OVERVIEW
CRAIGSLIST
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
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Led preliminary research and usability test planning to identify key pain points on Craigslist.
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Facilitated moderated usability testing sessions and analyzed user behavior insights.
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Implemented iterative design improvements to optimize the user experience.
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Designed UI and interactive prototypes, ensuring consistency 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.
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:
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Are users able to navigate through the site without errors?
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What should we prioritise on the website?
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What challenges do users encounter along the way?
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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.
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Identifying User Pain Points
A heuristic evaluation revealed a number of usability red flags—cluttered layouts, vague labels, and missing feedback cues.
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SUS Score - 64
The initial System Usability Score (SUS) landed at 64—below the industry average of 68. This confirmed what users had long felt: the site’s experience was functional, but far from intuitive.
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Cognitive Walkthrough Analysis
Through a Cognitive Walkthrough, everyday tasks like posting an ad or searching for housing were simulated. The process revealed specific friction points—missing visual hierarchy, hard-to-find links, and unintuitive form structures that slowed users down.
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Understanding the typical user journey
10 user interviews were conducted to ground findings in real experiences. Each shared stories of frustration—feeling lost on the homepage, confused by vague paths, and unsure how to reach their destination.
All of this led to one clear goal: streamline the experience and build trust. From refining the navigation to simplifying post creation and rethinking how users engage with listings, our next steps were laser-focused on making Craigslist feel easier, faster, and more reliable for everyone.
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.
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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.
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Users struggled to find the right category, emphasizing the need for a well-organized, visually intuitive, and user-friendly layout.
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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.
Overwhelming Text
Recommendations 1
Enhance and simplify the navigation menus for a friendlier browsing experience.
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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.
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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.
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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.
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User testing revealed that many participants were seeking help by navigating to external FAQs, which disrupted their flow and caused delays in task completion.
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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.
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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
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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.
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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.
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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.