Smarter Price Recommendation
Description
Helping Vestiaire Collective Sellers Price Right — and Sell Faster. Redesigning the pricing recommendation experience to build trust, boost adoption, and make selling experience smoother.
Client
Vestiaire Collective
Year
2024
Category
Product Design
About the project
Historically, sellers in the Americas were consistently pricing their items above recommended levels, especially when compared to sellers in the EMEA region. This behavior led to slower sales, lower conversion rates, and less competitive supply — negatively impacting both sellers and buyers. Despite having access to price recommendations, many sellers were not following them.
Ideation convergence workshop #1
Opportunity
Understand why sellers in the Americas are less likely to adopt pricing recommendations
Improve the recommendation system to make it more persuasive and relevant
Help sellers price competitively to sell faster and more successfully
Increase the attractiveness of the marketplace by reducing overpriced listings
Ideation convergence workshop #2
DISCOVERY
Like many projects, this one began with a flood of questions, assumptions to challenge, existing research to unpack, and conversations with stakeholders to align on context and goals. Leveraging insights from a recently run seller survey gave us a good idea about various mental-models when pricing their items. Next, we launched a second survey to specifically inquire around the price recommendation and their experience using it today.
On top of that, I partnered with the data team to understand how our current price recommendation algorithm works and what data insights we could leverage to come up with a more informed solution.
Mapping of the current experience & Benchmark
APPROACH
Combining quantitative analysis with user research and a UX audit to uncover barriers to price adoption. My main areas of focus were:
Investigating trust in the recommendation system
Surfacing UX issues in the current system
Testing messaging, UX patterns, and incentive models to better guide pricing behavior
Running a Ideation Convergence Workshop to review concepts through user needs as a lens and converge on a solution to test
Design explorations focused on making the recommendations clearer, more contextual, and more actionable.
Research: Usability Test
SOLUTION
After identifying several UX issues – such as conflicting data in specific cases – during the audit, I gathered relevant benchmarks, defined key design strategies, and refined both the UI and UX copy. This then led us to a solution we were ready to test. I began by running a usability test to ensure there were no major interaction issues, which paved the way for implementing the solution and evaluating its impact through an A/B test.
IMPACT
By providing a contextual messaging with benefits & negative consequences, and leveraging color & price ranges, we successfully swayed sellers to follow our price recommendations – resulting in a +2.7% increase in compliance and a +3.6% improvement in 30-day STR.