Clothes Swapping Feature for Depop
Clothes Swapping Feature for Depop
Create a native app feature for Depop that enables cash-free apparel swaps, supporting their mission to combat fast fashion and reduce waste.
Create a native app feature for Depop that enables cash-free apparel swaps, supporting their mission to combat fast fashion and reduce waste.
Depop's Company Vision:
Depop's Company Vision:
Depop's mission is to empower the next generation to transform fashion by promoting sustainability, creativity, and community through circular and responsible consumption.
Depop's mission is to empower the next generation to transform fashion by promoting sustainability, creativity, and community through circular and responsible consumption.
My Role
UX/UI Designer
Process
Discover
Define
Develop
Deliver
Collaboration
Product
Engineering
Marketing
My Role
Lead UX Designer
Process
Discover
Define
Develop
Deliver
Collaboration
Product
Engineering
Marketing
Strategic Impact
Sustainability & Innovation
User Retention
Stakeholder Alignment
The Challenge
The Challenge
To create a native app feature which would enable the users to swap apparel without the use of cash.
To create a native app feature which would enable the users to swap apparel without the use of cash.
Why
Why
To support Depop's mission to combat fast fashion and give their users an opportunity to help reduce waste through their fashion consumption.
To support Depop's mission to combat fast fashion and give their users an opportunity to help reduce waste through their fashion consumption.
How
How
We aimed to achieve this by adding a clothes swap or rental feature to their product.
We aimed to achieve this by adding a clothes swap or rental feature to their product.
Strategic Impact
Sustainability & Innovation
User Retention
Stakeholder Alignment
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01 Discover
01 Discover
MARKET RESEARCH
SOCIAL MEDIA SURVEY
COMPETITIVE & COMPARATIVE ANALYSIS
USER INTERVIEWS
Market Research
Market Research
High-level market research indicated a shift in the way people consume, with fashion playing a significant role in this change.
High-level market research indicated a shift in the way people consume, with fashion playing a significant role in this change.
Each year, millions of pounds worth of clothing end up in landfills. Consumers are increasingly aware of this wasteful culture and are seeking alternatives to replace fast fashion.
Each year, millions of pounds worth of clothing end up in landfills. Consumers are increasingly aware of this wasteful culture and are seeking alternatives to replace fast fashion.
Social Media Survey
Social Media Survey
Given Depop’s young demographic, we conducted a quick Instagram poll to gauge how users felt about greener ways to shop.
Given Depop’s young demographic, we conducted a quick Instagram poll to gauge how users felt about greener ways to shop.
The responses strongly favoured more clothes swapping, renting, and sustainable shopping.
The responses strongly favoured more clothes swapping, renting, and sustainable shopping.
This aligned with a survey conducted by Mintel, which found that 75% of 16 to 24 year olds (Depop’s core target market) expressed openness to swapping clothes, with a slightly lower percentage indicating interest in renting.
This aligned with a survey conducted by Mintel, which found that 75% of 16 to 24 year olds (Depop’s core target market) expressed openness to swapping clothes, with a slightly lower percentage indicating interest in renting.
Competitive & Comparative Analysis
Competitive & Comparative Analysis
We conducted a detailed competitive and comparative analysis, highlighting the most relevant and impactful insights below:
We conducted a detailed competitive and comparative analysis, highlighting the most relevant and impactful insights below:
Recommendations based on market & competitor research:
Recommendations based on market & competitor research:
It’s a great time for Depop to corner this part of the sustainable shopping market.
It’s a great time for Depop to corner this part of the sustainable shopping market.
Clothes swapping, compared to renting, was relatively less mature in terms of the available technology.
The apps that we’ve seen were not very well designed and they didn't have the same large inventory that Depop did. This means it was a great opportunity for Depop to use their existing tech to focus on a clothes swapping feature.
Clothes swapping, compared to renting, swapping was relatively less mature in terms of the available technology.
Vinted / Depop users were already swapping clothes based on our research, so there was clear demand and an opportunity to make it a better experience.
Vinted / Depop users were already swapping clothes based on our research, so there was clear demand and an opportunity to make it a better experience.
It’s definitely worth exploring the token system. We don’t need to reinvent the wheel, especially when it’s been tried and tested, but we can make it easier and even fun to use.
It’s definitely worth exploring the token system. We don’t need to reinvent the wheel, especially when it’s been tried and tested, but we can make it easier and even fun to use.
Interview Set-Up
Interview Set-Up
I structured tailored questions to interview two groups, ensuring we gathered rich data by focusing on specific topics for each.
I structured tailored questions to interview two groups, ensuring we gathered rich data by focusing on specific topics for each.
Key Insights
Key Insights
After interviewing, trends emerged from both user groups:
existing users expressed a positive attitude towards clothes swapping.
After interviewing, trends emerged from both user groups:
existing users expressed a positive attitude towards clothes swapping.
New or Potential users questioned hygiene and the credibility of others swapping clothes online.
New or Potential users questioned hygiene and the credibility of others swapping clothes online.
Affinity Mapping
Affinity Mapping
I synthesised the interviews through affinity mapping, which revealed key insights:
I synthesised the interviews through affinity mapping, which revealed key insights:
These insights helped define clear pain points that help shape the direction of the project.
These insights helped define clear pain points that help shape the direction of the project.
02 Define
02 Define
I created a problem statement that represented all of the key problem areas from affinity mapping:
I created a problem statement that represented all of the key problem areas from affinity mapping:
I also developed a primary user persona that represented Depop’s target demographic and their key concerns to help us really target our efforts.
I also developed a primary user persona that represented Depop’s target demographic and their key concerns to help us really target our efforts.
The persona represents the most "typical" Depop user so it was important to focus on this group first in testing - in order to make sure our solution works well for the most active users before turning our attention to other potential users.
The persona represents the most "typical" Depop user so it was important to focus on this group first in testing - in order to make sure our solution works well for the most active users before turning our attention to other potential users.
User Personas
Addressing Annie’s Pain Points
Based on this, we generate a few statements about how we might be able to help Annie’s pain points:
Based on this, we generate a few statements about how we might be able to help Annie’s pain points:
03 Ideate & Test
03 Ideate & Test
DESIGN STUDIO
IDEATION OF THE TOKEN SYSTEM
INFORMATION ARCHITECTURE
USER FLOW
SKETCHES
Design Studio
Design Studio
I facilitated a workshop where product, engineers and other stakeholders were invited to an ideation session where the
"How Might We" statements I previously engineered were used to inspire ideas from the team. I facilitated exercises like crazy 8's and discussions on ideas that were sketched by the team. I went through the workshop afterwards and combined ideas around how we could bring the act of swapping something in real life, to the digital space.
I facilitated an ideation workshop with product, engineering, and stakeholders, using "How Might We" statements I created to spark ideas. The session included exercises like Crazy 8’s and team sketching. Afterward, I consolidated ideas on how to translate real-life swapping into a digital experience.
Creating 'DeSwop'
I combined our research with our design studio outcomes to create 'DeSwop'.
I combined our research with our design studio outcomes to create 'DeSwop'.
What is DeSwop?
What is DeSwop?
DeSwop would be a new feature that is added to the existing Depop app. Our competitor research pointed to the use of tokens as currency in order to do this.
DeSwop would be a new feature that is added to the existing Depop app. Our competitor research pointed to the use of tokens as currency in order to do this.
"DeSwoppers"
would upload their item
"DeSwoppers"
would upload their item
Be credited a number of tokens
Be credited a number of tokens
⬇️
⬇️
They can then spend this to acquire an item from another user.
They can then spend this to acquire an item from another user.
How it works
How it works:
Assigning Tokens & Algorithm
Assigning Tokens & Algorithm
I created this simple matrix showing the basic structure for building our valuation algorithm which decides how many tokens are assigned to each listed item.
I created this simple matrix showing the basic structure for building our valuation algorithm which decides how many tokens are assigned to each listed item.
Original
retail price of an item
Original
retail price of an item
Original
retail price of an item
(considering the brand and material)
The condition
of the item
The condition
of the item
The condition
of the item
(the age of the garment, wear & tear)
➖
🟰
Amount of tokens assigned
Amount of tokens assigned
Amount of tokens assigned
garment, wear & tear)
This system would form the foundation for the algorithm that would need to be developed to assign value to each item.
This system would form the foundation for the algorithm that would need to be developed to assign value to each item.
User Flows
User Flows
I created two user flows for the token system to work. I find it easiest to run the user flow past the engineers and PM to
I created two user flow diagrams to illustrate the token system.
User Flow 1: Listing/ Seller Flow
Flow 1: The owner of the item lists an item to swap in order to redeem tokens.
The owner of the item lists an item to swap in order to redeem tokens.
User Flow 2: Browsing/Buyer User Flow
Flow 2: The user browses and obtains an item using tokens.
The user browses and obtains an item listed to swap.
Information Architecture
Information Architecture
Next, I used the website Plectica to build the information architecture for all pages that currently don't exist.
Next, I used the website Plectica to build the information architecture for all pages that currently don't exist.
Prototyping & Testing
Prototyping & Testing
Sketching on my iPad helped me map out and clarify the two key user journeys – listing an item to swap and finding an item to swap. It allowed me to visualise each flow early, refine ideas quickly, and ensure both experiences felt seamless and intuitive before moving into detailed designs.
I like to start prototyping with sketching on my iPad as it helps me visualise each flow early, refine ideas quickly, and ensure both experiences felt seamless and intuitive before moving into detailed designs.
I mapped out the two key user journeys – listing an item to swap and finding an item to swap.
Mid-fidelity Designs
Mid-fidelity Designs
After rapid testing my sketches, I moved on to creating the mid-fidelity prototype. Leveraging the design system and existing Figma components made building the prototype much smoother and more efficient.
After rapid testing my sketches, I moved on to creating the mid-fidelity prototype. Leveraging the design system and existing Figma components made building the prototype much smoother and more efficient.
Mid-fidelity Testing
Mid-fidelity Testing
To test the mid-fidelity prototype, I tasked 9 participants with completing a specific action using the model in Maze.
To test the mid-fidelity prototype, I tasked 9 participants with completing a specific action using the model in Maze.
The goal was to evaluate user navigation and identify any friction points within the flow.
The goal was to evaluate user navigation and identify any friction points within the flow.
After completing the task, participants rated their experience and provided written feedback.
After completing the task, participants rated their experience and provided written feedback.
Learnings & Iterations
Learnings & Iterations
Heat maps showed that the users were confused on where they needed to click. We tackled this in the next iteration by removing the first screen with a dropdown.
Heat maps showed that the users were confused on where they needed to click. We tackled this in the next iteration by removing the first screen with a dropdown.
Onboarding Flow - Accessibility Issues
Onboarding Flow - Accessibility Issues
I drew inspiration from competitor research to design a "How to Swap" tutorial overlay for onboarding. However, users struggled to navigate it and were unsure where to click.
I drew inspiration from competitor research to design a "How to Swap" tutorial overlay for onboarding. However, users struggled to navigate it and were unsure where to click.
To improve clarity, we added a background image to highlight the dots, used the brand’s primary colour, and increased the size of the selected dot.
To improve clarity, we added a background image to highlight the dots, used the brand’s primary colour, and increased the size of the selected dot.
Onboarding Flow - Accessibility Issues
Onboarding Flow - Iterations
Using heat maps and tester feedback, it became clear there was confusion about where to start the "List an Item to Swap" flow. Some users navigated to their profile, while others went to the marketplace.
Using heat maps and tester feedback, it became clear there was confusion about where to start the "List an Item to Swap" flow. Some users navigated to their profile, while others went to the marketplace.
To guide users, we added a plus symbol to the marketplace icon in the primary navigation, indicating where to upload items. This change was well received, but some users still tried uploading from their profile. This remains an area for further iteration.
To guide users, we added a plus symbol to the marketplace icon in the primary navigation, indicating where to upload items. This change was well received, but some users still tried uploading from their profile. This remains an area for further iteration.
UX Writing
UX Writing
As part of building the high-fidelity prototype, I refined the copy to fit Depop’s Gen Z audience.
As part of building the high-fidelity prototype, I refined the copy to fit Depop’s Gen Z audience.
Research indicated that the target audience prefers clear,
bite-sized messaging, so the language was kept concise & direct.
Research indicated that the target audience prefers clear, bite-sized messaging, so the language was kept concise & direct.
Bold phrases such as “Revolution” and “End throwaway culture” were used to create a sense of urgency, aligning the tone with contemporary movements like Extinction Rebellion and MeToo.
Bold phrases such as “Revolution” and “End throwaway culture” were used to create a sense of urgency, aligning the tone with contemporary movements like Extinction Rebellion and MeToo.
I launched a survey on copy variations, asking users to choose the most empowering messaging. Option 4 received the most votes for highlighting saving money, updating wardrobes, and fighting fast fashion.
I launched a survey on copy variations, asking users to choose the most empowering messaging. Option 4 received the most votes for highlighting saving money, updating wardrobes, and fighting fast fashion.
04 Prototyping
04 Prototyping
DESIGN SYSTEM CONTRIBUTIONS
LOW FIDELITY / HIGH FIDELITY PROTOTYPE
USABILITY TESTING & ITERATIONS
RECOMMENDATIONS
DESIGN SYSTEM CONTRIBUTIONS
LOW FIDELITY / HIGH FIDELITY PROTOTYPE
USABILITY TESTING & ITERATIONS
RECOMMENDATIONS
Design System Contributions
Design System Contributions
While Depop had a strong brand identity, the design system lacked completeness. My contributions included:
While Depop had a strong brand identity, the design system lacked completeness.
My contributions included:
My contributions included:
Custom Iconography – Designed and added new icons to fill gaps in the syste
Custom Iconography – Designed and added new icons to fill gaps in the syste
Colour Variations – Introduced new colour options to improve flexibility and scalability.
Colour Variations – Introduced new colour options to improve flexibility and scalability.
System Expansion – Enhanced the design system to better support evolving product needs while maintaining brand consistency.
System Expansion – Enhanced the design system to better support evolving product needs while maintaining brand consistency.
Accessibility Testing
Accessibility Testing
Since Depop uses vivid, colourful images with text, we ensured readability by using the A11y Color Contrast Checker. The most vibrant screens in our prototype passed the test.
Since Depop uses vivid, colourful images with text, we ensured readability by using the A11y Color Contrast Checker. The most vibrant screens in our prototype passed the test.
Usability Testing
I conducted high-fidelity testing with users to gather insights on navigation, usability, and potential friction points.
I conducted high-fidelity testing with users to gather insights on navigation, usability, and potential friction points.
⭐️ The quantitative results were positive as shown in the results above with the average user experience being to 8.5 / 10 ⭐️
The quantitative results were positive as shown in the results above with the average user experience being to 8.5 / 10 ⭐️
We had the constructive feedback shown below, which we turned into actionable recommendations for Depop.
We had the constructive feedback shown below, which we turned into actionable recommendations for Depop.
The qualitative data from the testing showed that both the token system and how it was communicated to the user were positively received.
The qualitative data from the testing showed that both the token system and how it was communicated to the user were positively received.
Next Steps
Next Steps
Wrapping up this phase, the next steps focused on refining and expanding the DeSwop feature based on user feedback and data:
Wrapping up this phase, the next steps focused on refining and expanding the DeSwop feature based on user feedback and data:
Recommendations
Recommendations
To drive further growth and engagement with DeSwop, I’ve outlined key recommendations to enhance the user experience, expand visibility, and explore monetisation opportunities. These suggestions build on user insights and align with Depop’s mission to promote sustainable fashion.
To drive further growth and engagement with DeSwop, I’ve outlined key recommendations to enhance the user experience, expand visibility, and explore monetisation opportunities:
The possibilities for DeSwop are endless, offering a unique opportunity to reshape how users engage with second-hand fashion. By implementing these features, Depop can make a significant impact in ending throwaway culture and combating fast fashion, empowering users to shop more consciously and sustainably.
The possibilities for DeSwop are endless, offering a unique opportunity to reshape how users engage with second-hand fashion. By implementing these features, Depop can make a significant impact in ending throwaway culture and combating fast fashion, empowering users to shop more consciously and sustainably.
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