Mobile App Design
Poshmark
Team
Eric Turnbull (Project Lead)
Isaac Song (Research Lead)
Rochelle Yee (Design Lead)
Tools
Adobe Photoshop
Canva
Figma
Miro
Mobile App Design
Poshmark
Team
Eric Turnbull (Project Lead)
Isaac Song (Research Lead)
Rochelle Yee (Design Lead)
Tools
Adobe Photoshop
Canva
Figma
Miro
Introduction
About
Poshmark operates a social marketplace for fashion enthusiasts, where users can buy and sell new or gently used clothing, accessories and shoes. The platform fosters a community-driven experience by allowing users to interact with each other, follow each other, and share listings.
Introduction
About
Poshmark operates a social marketplace for fashion enthusiasts, where users can buy and sell new or gently used clothing, accessories and shoes. The platform fosters a community-driven experience by allowing users to interact with each other, follow each other, and share listings.
Summary
Research Lead
As the research lead, I conducted extensive research regarding the problem Poshmark is facing and synthesized the information to draw insights from casual sellers to lead to our problem statements, hypotheses, and recommended design solutions.
I specifically focused on project planning, outlining scope and overall design direction, and offering comprehensive support throughout every phase of the project from start to finish.
Summary
Research Lead
As the research lead, I conducted extensive research regarding the problem Poshmark is facing and synthesized the information to draw insights from casual sellers to lead to our problem statements, hypotheses, and recommended design solutions.
I specifically focused on project planning, outlining scope and overall design direction, and offering comprehensive support throughout every phase of the project from start to finish.
Lesson
Reflect
Sourcing ideal participants for user testing proved challenging. Social media attracted non-target users, highlighting the need for thorough vetting. Valuable insights come from a smaller group of ideal users, not a larger one with limited experience.
While further testing will strengthen the Seller Hub, its foundation built on empathy for casual sellers provides a strong base. We're excited to iterate on task flows and rewards, ultimately empowering casual sellers on Poshmark.
Lesson
Reflect
Sourcing ideal participants for user testing proved challenging. Social media attracted non-target users, highlighting the need for thorough vetting. Valuable insights come from a smaller group of ideal users, not a larger one with limited experience.
While further testing will strengthen the Seller Hub, its foundation built on empathy for casual sellers provides a strong base. We're excited to iterate on task flows and rewards, ultimately empowering casual sellers on Poshmark.
Summary
Conclusion
The Seller Hub tackles a key challenge for casual Poshmark sellers: navigating the platform with confidence. Clear listing explanations, a success roadmap, and goal setting empower users, fostering a positive cycle. Effortless listing reduces frustration, sales success incentivizes further listings, and "free money" fuels continued engagement. Despite Poshmark's complexity, our user-centered approach resulted in a solution prioritizing a positive user experience.
Summary
Conclusion
The Seller Hub tackles a key challenge for casual Poshmark sellers: navigating the platform with confidence. Clear listing explanations, a success roadmap, and goal setting empower users, fostering a positive cycle. Effortless listing reduces frustration, sales success incentivizes further listings, and "free money" fuels continued engagement. Despite Poshmark's complexity, our user-centered approach resulted in a solution prioritizing a positive user experience.
Conclusion
Next Steps
We conducted research and comparative analysis based on features that the main competitors had.
The Seller Hub should be tested with casual sellers to validate the design’s effectiveness prior to launch using both quantitative and qualitative measurements.
Concept Testing
Phase #1
Quantitative Measurements
Qualitative Measurements
Rewards Refinement
Phase #2
Stake Holder Approval
Reward Incentives
Qualitative Feedback
Development
Phase #3
Coordinate with Dev Team
Identify any Potential Issues
Annotated Specifications Doc
Conclusion
Next Steps
We conducted research and comparative analysis based on features that the main competitors had.
The Seller Hub should be tested with casual sellers to validate the design’s effectiveness prior to launch using both quantitative and qualitative measurements.
Concept Testing
Phase #1
Quantitative Measurements
Qualitative Measurements
Rewards Refinement
Phase #2
Stake Holder Approval
Reward Incentives
Qualitative Feedback
Development
Phase #3
Coordinate with Dev Team
Identify any Potential Issues
Annotated Specifications Doc
Design
Design Hypothesis
We conducted research and comparative analysis based on features that the main competitors had.
User's Opinion
Key Insight #1
“I want to know what I’m doing, and know that I’m doing it right, and I’ll be more excited to learn more and try harder”
“I think it's just like understanding the nature of the beast and what they want Poshmark sellers to be doing.”
“I think the overall process of relisting took a huge part of why it was overwhelming for me.”
Hypothesis
Key Insight #2
By gamifying the Seller Hub with progress bars and badge rewards tied to benchmark goals, we can motivate sellers to take desired actions. This system will give sellers a clear way to track their post-listing activity and see their hard work recognized, creating a more immersive and rewarding experience within the Seller Hub.
Design
Design Hypothesis
We conducted research and comparative analysis based on features that the main competitors had.
User's Opinion
Key Insight #1
“I want to know what I’m doing, and know that I’m doing it right, and I’ll be more excited to learn more and try harder”
“I think it's just like understanding the nature of the beast and what they want Poshmark sellers to be doing.”
“I think the overall process of relisting took a huge part of why it was overwhelming for me.”
Hypothesis
Key Insight #2
By gamifying the Seller Hub with progress bars and badge rewards tied to benchmark goals, we can motivate sellers to take desired actions. This system will give sellers a clear way to track their post-listing activity and see their hard work recognized, creating a more immersive and rewarding experience within the Seller Hub.
Design
Ideation & Sketching
To spark creativity and build ideas together, our design studio kicked things off with a "Yes, and..." brainstorming session. This was followed by a "How Might We" exercise, where we explored the problem from various angles to uncover hidden opportunities and broaden the scope of potential solutions.
Following these ideation sessions, each team member sketched individual app screens, comparing each other’s designs and picking the elements from each that stood out for the final sketch.
Design
Ideation & Sketching
To spark creativity and build ideas together, our design studio kicked things off with a "Yes, and..." brainstorming session. This was followed by a "How Might We" exercise, where we explored the problem from various angles to uncover hidden opportunities and broaden the scope of potential solutions.
Following these ideation sessions, each team member sketched individual app screens, comparing each other’s designs and picking the elements from each that stood out for the final sketch.
Design
Site Map
To lay the groundwork for a streamlined user experience, our team initiated the design process with the development of a comprehensive site map. This strategic decision ensured a faster user flow by minimizing the number of steps required to complete tasks. The site map also played a crucial role in establishing an intuitive information architecture, making it easy for users to navigate and find the content they need.
Design
Site Map
To lay the groundwork for a streamlined user experience, our team initiated the design process with the development of a comprehensive site map. This strategic decision ensured a faster user flow by minimizing the number of steps required to complete tasks. The site map also played a crucial role in establishing an intuitive information architecture, making it easy for users to navigate and find the content they need.
Design
Mid-Fidelity Wireframe
Mid-fidelity wireframes are the digital equivalent of a construction site model. Developed early on, they provide a basic framework of the interface, showing how elements are positioned and organized. This allows stakeholders to offer feedback on the overall flow and functionality before the design is fully fleshed out.
I used these wireframes as guidelines to craft the skeleton of the new Seller Hub for Poshmark. The images on the right display the early stage work of the Seller hub including "Share to Followers" and "Make Offer" features.
Design
Mid-Fidelity Wireframe
Mid-fidelity wireframes are the digital equivalent of a construction site model. Developed early on, they provide a basic framework of the interface, showing how elements are positioned and organized. This allows stakeholders to offer feedback on the overall flow and functionality before the design is fully fleshed out.
I used these wireframes as guidelines to craft the skeleton of the new Seller Hub for Poshmark. The images on the right display the early stage work of the Seller hub including "Share to Followers" and "Make Offer" features.
Research
Problem Statement
A problem statement is used to articulate the user problem identified during the data synthesis phase of research. It provides the design team with clarity about how to address the users’ problems and what falls outside the project scope.
"Casual Poshmark sellers crave a simpler way to manage listings and stay motivated throughout the selling process, feeling lost after posting and overwhelmed by current methods for relisting, sharing, and sending offers."
Research
Problem Statement
A problem statement is used to articulate the user problem identified during the data synthesis phase of research. It provides the design team with clarity about how to address the users’ problems and what falls outside the project scope.
"Casual Poshmark sellers crave a simpler way to manage listings and stay motivated throughout the selling process, feeling lost after posting and overwhelmed by current methods for relisting, sharing, and sending offers."
Ideation
Design Goals
With a clear understanding of the user challenges outlined in the problem statement, our team went through a collaborative process to define actionable design goals. Through this process, we formulated a set of clear and measurable design goals that would guide the development phase and ensure our final product effectively addressed the needs of casual Poshmark sellers.
Centralize Post-Listing Activity
Key Insight #1
Design a Seller Hub in the Account page that provides structure and routine for casual sellers, while also educating them on best practices for post-listing activity.
Gamification
Key Insight #3
Create targeted and intentional gamification systems within the Seller Hub to allow casual sellers to understand and track their progress, create deeper engagement with post-listing activity, and motivate casual sellers with a badge-based reward system.
One-Stop-Shop for Post-Listing
Key Insight #2
Allow casual sellers to complete post-listing actions such as sharing of available listings, relisting of stale items, and preparing offers to likers directly through the Seller Hub and in a streamlined process and minimizes the amount of taps and screens the user must go through to complete these action items.
Ideation
Design Goals
With a clear understanding of the user challenges outlined in the problem statement, our team went through a collaborative process to define actionable design goals. Through this process, we formulated a set of clear and measurable design goals that would guide the development phase and ensure our final product effectively addressed the needs of casual Poshmark sellers.
Centralize Post-Listing Activity
Key Insight #1
Design a Seller Hub in the Account page that provides structure and routine for casual sellers, while also educating them on best practices for post-listing activity.
Gamification
Key Insight #3
Create targeted and intentional gamification systems within the Seller Hub to allow casual sellers to understand and track their progress, create deeper engagement with post-listing activity, and motivate casual sellers with a badge-based reward system.
One-Stop-Shop for Post-Listing
Key Insight #2
Allow casual sellers to complete post-listing actions such as sharing of available listings, relisting of stale items, and preparing offers to likers directly through the Seller Hub and in a streamlined process and minimizes the amount of taps and screens the user must go through to complete these action items.
Research
User Interview
We conducted research and comparative analysis based on features that the main competitors had.
User interviews serve as a valuable research method for understanding our target users’ experiences, needs, and values.
By conducting interviews with 5 users spanning ages 25 to 40, we aimed to explore the motivations and behaviors of casual sellers who list items on secondhand e-commerce platforms.
This qualitative approach allows us to gather insights through relevant questions and follow-ups in real time.
Motivation
Key Insight #1
The majority of casual sellers are seeking to cycle out unused items in their closet to get “Free Money”.
Confidence
Key Insight #2
Majority of casual sellers lacked confidence in their selling plan - or had no plan at all - and eventually
left Poshmark out of frustration.
Direction
Key Insight #4
Causal sellers reported a lack of direction from the platform across the board, and generally felt unsure about what actions to take after listing.
Time
Key Insight #3
The overwhelming amount of notifications they received, these users often feel that selling on the platform requires time they can't afford to give.
Research
User Interview
We conducted research and comparative analysis based on features that the main competitors had.
User interviews serve as a valuable research method for understanding our target users’ experiences, needs, and values.
By conducting interviews with 5 users spanning ages 25 to 40, we aimed to explore the motivations and behaviors of casual sellers who list items on secondhand e-commerce platforms.
This qualitative approach allows us to gather insights through relevant questions and follow-ups in real time.
Motivation
Key Insight #1
The majority of casual sellers are seeking to cycle out unused items in their closet to get “Free Money”.
Confidence
Key Insight #2
Majority of casual sellers lacked confidence in their selling plan - or had no plan at all - and eventually
left Poshmark out of frustration.
Direction
Key Insight #4
Causal sellers reported a lack of direction from the platform across the board, and generally felt unsure about what actions to take after listing.
Time
Key Insight #3
The overwhelming amount of notifications they received, these users often feel that selling on the platform requires time they can't afford to give.
Research
Task Analysis
We conducted research and comparative analysis based on features that the main competitors had.
Evaluating and analyzing the tasks a Poshmark user must perform to maintain listing visibility and complete a sale illuminates several key areas of frustration for users.
Relisting Items
Key Insight #1
- Time consuming process to
manually relist items from scratch.
- Copy Listing feature is hidden in
"Edit Listing" page and requires the
user to navigate through 6 screens.
- Many causal sellers were unaware
about relisting features or the
benefits of relisting items.
Sharing Items
Key Insight #2
- Tedious and time-consuming
process to manually share
listings individually.
- Bulk Sharing feature is similarly
obscured on Tools page, requires
filtering of the user’s closet to
share only items for sale.
- Many causal sellers were
unaware of Bulk Sharing feature.
Offers to Likers
Key Insight #3
- Time-consuming process to
individually make offers to likers.
- Requires user to complete 10 tasks
to create and submit an individual
offer.
- Many causal sellers failed to follow
through with this process due to the
time commitment.
Research
Task Analysis
We conducted research and comparative analysis based on features that the main competitors had.
Evaluating and analyzing the tasks a Poshmark user must perform to maintain listing visibility and complete a sale illuminates several key areas of frustration for users.
Relisting Items
Key Insight #1
- Time consuming process to
manually relist items from scratch.
- Copy Listing feature is hidden in
"Edit Listing" page and requires the
user to navigate through 6 screens.
- Many causal sellers were unaware
about relisting features or the
benefits of relisting items.
Sharing Items
Key Insight #2
- Tedious and time-consuming
process to manually share
listings individually.
- Bulk Sharing feature is similarly
obscured on Tools page, requires
filtering of the user’s closet to
share only items for sale.
- Many causal sellers were
unaware of Bulk Sharing feature.
Offers to Likers
Key Insight #3
- Time-consuming process to
individually make offers to likers.
- Requires user to complete 10 tasks
to create and submit an individual
offer.
- Many causal sellers failed to follow
through with this process due to the
time commitment.
Design
High Fidelity Prototype
We conducted research and comparative analysis based on features that the main competitors had.
Informed by user research showing casual sellers need early wins to list more, the Seller Hub prioritizes user-friendliness and clear explanations for promoting listings. It offers a structured plan for sales success and goal setting to keep users motivated. This fosters a positive cycle: effortless listing management reduces frustration, sales success incentivizes further listings for "free money" to buy more, ultimately driving continued engagement with Poshmark.
Seller Task & Rewards
Seller Hub
Seller Task - Info Toggle On
Rewards - Info Toggle On
Easy access to complete each task through the Seller Hub without sending the user off to find these features and gives user overview of post-listing tasks that need to be completed to maintain listings
Progress bar to give user goals and immediate gratification of completing tasks on a regular basis
Information panels to educate users on the “why” of sharing, offering to likers, and relisting
Seller Task
Easy access for the user to explore other badges they can earn and weekly task completion streak rewards
Displays user’s current and active seller badges, which are displayed to prospective buyers in the user’s Closet
Information panels to explain how to earn rewards and premium rewards sellers can earn with continued engagement
Rewards Tab
Bulk Sharing with 3 Taps
Share to Followers
Share to Followers
Share to Followers - Select All
Share to Followers - Share Button
Seller Hub - Seller Task
All available listings are populated
and users can sort by listing date or listing price
User can select individual listings or select all without having to find the bulk listing feature
One tap to select all and one more tap to share everything
User returned to Seller Hub, where sharing is up to date and the progress bar is updated
Offering to Likers in a Single Streamlined Process
Offers to Likers
Offers to Likers - Select All
Offers to Likers - Individual Page Review
Offers to Likers - Offer Sent
Seller Hub - Seller Task
Consolidated process for making
offers to likers in one task
Individual pages to review and make each offer
User returned to Seller Hub, where offers are up to date and progress bar is updated
Relisting Stale Items with Ease
Relist Items
Offers to Likers - Select All
Offers to Likers - Individual Page Review
Offers to Likers - Offer Sent
Seller Hub - Seller Task
Consolidated process for making
offers to likers in one task
Individual pages to review and make each offer
User returned to Seller Hub, where offers are up to date and progress bar is updated
Incentivizing Follow Through with Seller Tasks
Seller Hub
Rewards - Badges
Streak Rewards
Active Posher - Maintain a weekly seller goals streak, indicating high activity to buyers
Lightning Quick Responder - Offer to likers in less than 24 hours, indicating responsiveness to buyers
Fast Shipper - Ship in less than 24 hours on average, indicating quick delivery to buyers
Social Seller - Share 20+ listings from other sellers, indicating engagement with Poshmark community
Consistent Lister - List 20+ new items, indicating fresh and updated Closet
Revamp Pro - 10+ relistings or listing updates, indicating attention to Closet
Vendor Icons Shown in
Vendor's Wardrobe
Golden Ticket - After a 10-week streak, receive a Golden Ticket than can be redeemed at any point in the future to feature the seller as a Poshmark featured seller for a limited time, giving a significant boost to exposure
Listing Boost - After a 5-week streak, choose one item in Closet to be promoted in search results for a limited time
Streak Rewards
Beyond user-friendliness, the Seller Hub incorporates a gamified rewards and badges system. This system goes beyond simple points, instead focusing on recognizing good practices (activity, fast response, quick shipping) with badges displayed on sellers' profiles for buyer trust. Weekly tasks and progress bars reward consistent sellers, culminating in a "Golden Ticket" (previously for top sellers) that grants a limited-time featured seller spotlight, incentivizing increased listings.
Design
High Fidelity Prototype
We conducted research and comparative analysis based on features that the main competitors had.
Informed by user research showing casual sellers need early wins to list more, the Seller Hub prioritizes user-friendliness and clear explanations for promoting listings. It offers a structured plan for sales success and goal setting to keep users motivated. This fosters a positive cycle: effortless listing management reduces frustration, sales success incentivizes further listings for "free money" to buy more, ultimately driving continued engagement with Poshmark.
Seller Task & Rewards
Seller Hub
Seller Task - Info Toggle On
Rewards - Info Toggle On
Easy access to complete each task through the Seller Hub without sending the user off to find these features and gives user overview of post-listing tasks that need to be completed to maintain listings
Progress bar to give user goals and immediate gratification of completing tasks on a regular basis
Information panels to educate users on the “why” of sharing, offering to likers, and relisting
Seller Task
Easy access for the user to explore other badges they can earn and weekly task completion streak rewards
Displays user’s current and active seller badges, which are displayed to prospective buyers in the user’s Closet
Information panels to explain how to earn rewards and premium rewards sellers can earn with continued engagement
Rewards Tab
Bulk Sharing with 3 Taps
Share to Followers
Share to Followers
Share to Followers - Select All
Share to Followers - Share Button
Seller Hub - Seller Task
All available listings are populated
and users can sort by listing date or listing price
User can select individual listings or select all without having to find the bulk listing feature
One tap to select all and one more tap to share everything
User returned to Seller Hub, where sharing is up to date and the progress bar is updated
Offering to Likers in a Single Streamlined Process
Offers to Likers
Offers to Likers - Select All
Offers to Likers - Individual Page Review
Offers to Likers - Offer Sent
Seller Hub - Seller Task
Consolidated process for making
offers to likers in one task
Individual pages to review and make each offer
User returned to Seller Hub, where offers are up to date and progress bar is updated
Relisting Stale Items with Ease
Relist Items
Offers to Likers - Select All
Offers to Likers - Individual Page Review
Offers to Likers - Offer Sent
Seller Hub - Seller Task
Consolidated process for making
offers to likers in one task
Individual pages to review and make each offer
User returned to Seller Hub, where offers are up to date and progress bar is updated
Incentivizing Follow Through with Seller Tasks
Seller Hub
Rewards - Badges
Streak Rewards
Active Posher - Maintain a weekly seller goals streak, indicating high activity to buyers
Lightning Quick Responder - Offer to likers in less than 24 hours, indicating responsiveness to buyers
Fast Shipper - Ship in less than 24 hours on average, indicating quick delivery to buyers
Social Seller - Share 20+ listings from other sellers, indicating engagement with Poshmark community
Consistent Lister - List 20+ new items, indicating fresh and updated Closet
Revamp Pro - 10+ relistings or listing updates, indicating attention to Closet
Vendor Icons Shown in
Vendor's Wardrobe
Golden Ticket - After a 10-week streak, receive a Golden Ticket than can be redeemed at any point in the future to feature the seller as a Poshmark featured seller for a limited time, giving a significant boost to exposure
Listing Boost - After a 5-week streak, choose one item in Closet to be promoted in search results for a limited time
Streak Rewards
Beyond user-friendliness, the Seller Hub incorporates a gamified rewards and badges system. This system goes beyond simple points, instead focusing on recognizing good practices (activity, fast response, quick shipping) with badges displayed on sellers' profiles for buyer trust. Weekly tasks and progress bars reward consistent sellers, culminating in a "Golden Ticket" (previously for top sellers) that grants a limited-time featured seller spotlight, incentivizing increased listings.
Research
Shared Trend in Users
We conducted research and comparative analysis based on features that the main competitors had.
Through information gathered from user interviews
we were able to distinguished two different trends.
Users Who Stayed
Key Insight #1
- Self-starter mindset and willing to explore on their own
to see what actions they can take.
- Engaged with sharing features and find time in their
busy lives to be somewhat active post-listing.
- Successfully closing sales is fun and feels like a game.
Users Who Left
Key Insight #2
- Lack confidence in their own closet and ability to gain
traction, causing them to get stuck.
- Not engaged with sharing features, and they were
unclear of where to start or how often to share.
- Task-oriented and will follow through on a list of tasks,
but will not spend the time to figure out how to create
that list themselves.
Research
Shared Trend in Users
We conducted research and comparative analysis based on features that the main competitors had.
Through information gathered from user interviews
we were able to distinguished two different trends.
Users Who Stayed
Key Insight #1
- Self-starter mindset and willing to explore on their own
to see what actions they can take.
- Engaged with sharing features and find time in their
busy lives to be somewhat active post-listing.
- Successfully closing sales is fun and feels like a game.
Users Who Left
Key Insight #2
- Lack confidence in their own closet and ability to gain
traction, causing them to get stuck.
- Not engaged with sharing features, and they were
unclear of where to start or how often to share.
- Task-oriented and will follow through on a list of tasks,
but will not spend the time to figure out how to create
that list themselves.
Introduction
Goal
While Poshmark is a powerful selling tool for casual and professional sellers and thrifters alike, Poshmark experiences a large amount of drop-off from casual sellers on the platform. More experienced and professional ambassador sellers have gamed the platform, utilizing automated third party software to automatically relist stale items that are eligible for the Just In discovery funnel, share all available items on a daily basis, and send discounted offers to every liker of a listing.
The objective is to understand the possible pain points from users that overwhelm them from becoming a casual seller and to create a tool that encourage consistent listing of items.
Overview
Process
01 Competitive Analysis
We conducted research and a competitive & comparative analysis based on features that the main competitors had.
02 User Interviews
Conducted 5 interviews, spanning ages 25 to 40.
03 Sketching & Ideation
With the insights from the research we created a mid-fidelity prototype.
04 User Testing & Iteration
We tested the prototype and the insights lead our iteration process developing a high-fidelity final design.
Introduction
Goal
While Poshmark is a powerful selling tool for casual and professional sellers and thrifters alike, Poshmark experiences a large amount of drop-off from casual sellers on the platform. More experienced and professional ambassador sellers have gamed the platform, utilizing automated third party software to automatically relist stale items that are eligible for the Just In discovery funnel, share all available items on a daily basis, and send discounted offers to every liker of a listing.
The objective is to understand the possible pain points from users that overwhelm them from becoming a casual seller and to create a tool that encourage consistent listing of items.
Overview
Process
01 Competitive Analysis
We conducted research and a competitive & comparative analysis based on features that the main competitors had.
02 User Interviews
Conducted 5 interviews, spanning ages 25 to 40.
03 Sketching & Ideation
With the insights from the research we created a mid-fidelity prototype.
04 User Testing & Iteration
We tested the prototype and the insights lead our iteration process developing a high-fidelity final design.
Research
Competitive Analysis
We conducted research and comparative analysis based on features that the main competitors had.
We compared Poshmark with direct competitors (Mercari, Vinted and Depop) as well as an indirect competitor (Facebook Marketplace) to see what features Poshmark could adopt in order to retain casual sellers using the platform.
Featuring Sellers’ Additional Items
Key Insight #1
While Poshmark offers limited bundling capabilities, Vinted features additional products from a seller’s inventory making it easy for the buyers to bundle items. This gives sellers an easy way to showcase other items for sale with little effort.
Seller Spotlight
Key Insight #2
Poshmark, Vinted and Depop boost a seller’s listed products by featuring select sellers on the main page. Poshmark features ambassadors, while Vinted features sellers for a fee. This spotlight opportunity gives sellers’ products additional exposure and opportunity to close sales.
Sell Feature
Sell Feature
Offers to Likers
Sharing
Zero Seller Fee
Seller Item Feature
Seller Spotlight
Cart in Navigation
Similar Item Section
Poshmark
Vinted
Depop
Research
Competitive Analysis
We conducted research and comparative analysis based on features that the main competitors had.
We compared Poshmark with direct competitors (Mercari, Vinted and Depop) as well as an indirect competitor (Facebook Marketplace) to see what features Poshmark could adopt in order to retain casual sellers using the platform.
Featuring Sellers’ Additional Items
Key Insight #1
While Poshmark offers limited bundling capabilities, Vinted features additional products from a seller’s inventory making it easy for the buyers to bundle items. This gives sellers an easy way to showcase other items for sale with little effort.
Seller Spotlight
Key Insight #2
Poshmark, Vinted and Depop boost a seller’s listed products by featuring select sellers on the main page. Poshmark features ambassadors, while Vinted features sellers for a fee. This spotlight opportunity gives sellers’ products additional exposure and opportunity to close sales.
Sell Feature
Sell Feature
Offers to Likers
Sharing
Zero Seller Fee
Seller Item Feature
Seller Spotlight
Cart in Navigation
Similar Item Section
Poshmark
Vinted
Depop
Research
Persona #1
The gathered data from interviews underwent affinity mapping to identify recurring themes. From this, a self-motivated posher persona named Pashima King was created.
Demographic
Name:
Age:
Job:
Location:
Hobbies:
Pashima King
35
Lawyer
Florida
Travelling
Bio
She currently lives in Florida and works as a lawyer. She finds joy in clearing her closet and finding the best deals on cute trends by reselling her clothes
Frustration
High volumes of information
Time consuming
Unclear tasks
Core Needs
Pashima needs a clear direction on next steps is essential as she works a lot of hours and does not have time to figure this out on her own
Behaviors
Uses Poshmark about twice a week to browse available products but she goes on the platform daily if she’s actively trying to sell an item
Research
Persona #1
The gathered data from interviews underwent affinity mapping to identify recurring themes. From this, a self-motivated posher persona named Pashima King was created.
Demographic
Name:
Age:
Job:
Location:
Hobbies:
Pashima King
35
Lawyer
Florida
Travelling
Bio
She currently lives in Florida and works as a lawyer. She finds joy in clearing her closet and finding the best deals on cute trends by reselling her clothes
Frustration
High volumes of information
Time consuming
Unclear tasks
Core Needs
Pashima needs a clear direction on next steps is essential as she works a lot of hours and does not have time to figure this out on her own
Behaviors
Uses Poshmark about twice a week to browse available products but she goes on the platform daily if she’s actively trying to sell an item
Research
Persona #2
The gathered data from interviews underwent affinity mapping to identify recurring themes. From this, an anxious posher persona named Mary Linger was created.
Demographic
Name:
Age:
Job:
Location:
Hobbies:
Mary Linger
33
Photographer
California
Hiking, Reading
Bio
Mary currently lives in California and works as a freelance photographer. She is married and lives with her husband and child in a middle income neighborhood
Frustration
Lack of time
Lack of confidence
Core Needs
Mary needs simple tools to track her progress so she knows when she’s on the right track and taking the right actions
Behaviors
Task-oriented approach to actions, prefers to have a structured to-do list and to check the items off one-by-one, but does not have time to create this list herself
Research
Persona #2
The gathered data from interviews underwent affinity mapping to identify recurring themes. From this, an anxious posher persona named Mary Linger was created.
Demographic
Name:
Age:
Job:
Location:
Hobbies:
Mary Linger
33
Photographer
California
Hiking, Reading
Bio
Mary currently lives in California and works as a freelance photographer. She is married and lives with her husband and child in a middle income neighborhood
Frustration
Lack of time
Lack of confidence
Core Needs
Mary needs simple tools to track her progress so she knows when she’s on the right track and taking the right actions
Behaviors
Task-oriented approach to actions, prefers to have a structured to-do list and to check the items off one-by-one, but does not have time to create this list herself