I worked closely with the product manager, UX researcher and data analyst, to define what the product would be and what features would address customer motivations and behaviours.
I designed prototypes to validate ideas and assumptions through usability testing and to drive decision making during stakeholder meetings.
I created user journeys, wireframes, prototypes, design specs and all assets needed for development.
With 28 million visitors a month, Leboncoin saw a huge opportunity for SMBs (small-medium businesses) to advertise themselves to an audience with high buying intent. Initial research had proven that the experience buying ads through commercial teams was daunting for users and was usually more expensive. By creating a self serve ads platform, we would make it easy for SMBs to advertise online and enable them to create effective (measurable) and highly targeted advertising campaigns while allowing them to have control over costs of the ad campaign.
This platform target audience is mainly for small and medium businesses trying to get some online visibility and take advantage of the important traffic on Schibsted websites. We noticed two distinct type of users: "Novice" and "Experts"
With no or little experience with online advertising, the novices are usually strong and confident with selling face to face but lack experience of how to properly reach out to their potential customers online.
With a good experience with other online advertising platforms, the experts are power users of the platform. With ROI being their main goal, they test out the platform and only come back if they see return on investment.
Through out the product development process we conducted a regularly in depth interviews, usability testing and focus groups to constantly understand better our customers. We also collect customer feedback though surveys at different point of the journey and work together with the customer support team to understand the main pain points.
The team adopted a lean approach to product development. Including design thinking to understand and solve the right problems, prioritising and running experiments with a lean approach and being agile in regards of development with a balance between quick wins and building robust codebases.
To be able to have a single source of truth and consistency at scale I started to create the SSA design system using the atomic design framework by Brad Frost
I used the power of Sketch Libraries and Abstract for version control. This facilitated the process to manage brand and UX components including usage documentation all in one place, connecting design and development across the product.