Improving the 'Post an Ad' Flow on Expat-Dakar's Senegal Marketplace App
As the UX Designer and Researcher, I was tasked with addressing low conversion and usage rates for the "Post an Ad" flow on Expat-Dakar's Senegal marketplace app. The project involved analyzing user behaviour using tools like Google Analytics and Hotjar, conducting usability testing with local users, and collaborating with stakeholders to identify and resolve pain points.
Team: Lead UX/UI/UXR designer, UI/UX designer, project manager and Senegal team (project manager and developer).
Timeline: 3 weeks.
Client
Expat-Dakar
Year
2022
Methods
UI/UX Design, UXR, Strategy
Role
Situation
Expat-Dakar.com, a leading classifieds platform based in Senegal, connects sellers and buyers for a wide range of products, including vehicles, electronics, furniture, and job postings.
In late 2022, analytics revealed a significant challenge in the mobile seller experience. Approximately 53% of user sessions occurred on mobile devices (predominantly Android), but many users abandoned the "Post an Ad" flow before completing their tasks. Hotjar heatmaps and session recordings highlighted points of confusion, such as unclear navigation, lack of clarity in the payment process, and user drop-offs after completing payments. These usability issues negatively impacted seller conversion rates and created friction in the user experience.
The project was further complicated by the need for remote collaboration between two geographically dispersed teams: a South African product and development team and a Senegal-based stakeholder group, which included sales managers and consultants. With both teams working together for the first time, the challenge was not only to improve the mobile experience but also to establish effective collaboration practices.
Task
The overarching goal of this project was to improve the usability of the "Post an Ad" flow on mobile devices to increase seller conversion rates and user satisfaction.
To achieve this, I was tasked with the following responsibilities:
Adopted a Design Thinking framework to empathize, define, ideate, prototype, and test potential solutions.
Conduct usability research to identify pain points in the current flows.
Collaborate with cross-functional teams to create user-centered solutions.
Educate the Senegal and South African teams on usability testing and implement a structured approach to testing.
Facilitate remote collaboration between the two teams and ensure alignment across business, technical, and user experience goals.
Monitor and measure the impact of the design changes post-implementation.
Action
To achieve these objectives, I implemented the following approach:
1. Understanding the problem (user research & discovery)
Conducted a comprehensive analysis of user behaviour using tools like Google Analytics and Hotjar. This helped identify critical pain points, such as high drop-off rates during the payment process and unclear navigation in the "Post an Ad" flow.
Implemented additional monitoring tools to observe user behaviors in real-time and gather granular insights.
Speaking to users
Recognized that analytics alone could not provide a complete picture of user challenges. I initiated usability testing sessions with actual users to gather qualitative insights.
Collaborated with the team to define hypotheses based on initial insights, such as the importance of language clarity (French vs. Wolof) and the need for clearer steps in the payment process.
Managed and facilitated usability testing sessions with real users in Senegal, focusing on small business owners and independent sellers who frequently used the platform. Sessions were conducted in the local Wolof dialect, with the Senegal team managing on-site testing while I provided training and real-time feedback remotely.
2. Training & Collaboration
Designed and delivered training sessions on usability testing fundamentals to the Senegal team, ensuring they were equipped to conduct effective testing. Topics included participant recruitment, interview etiquette, and data collection techniques.
Created documentation and scripts for usability testing, as well as participant screening criteria to ensure diverse and relevant feedback.
Established a "Way of Work" agreement to promote transparency and accountability across both teams. This included daily check-ins, shared documentation via Google Drive, and collaborative platforms like Slack and Figma.
Facilitated remote workshops with stakeholders from both teams to map the current user journey and pinpoint areas needing improvement.
3. Prototyping & Design Sprints
Facilitated a three-day design sprint with team members from Senegal and South Africa.
Day 1 focused on mapping opportunities and risks, as well as defining short- and long-term goals.
Day 2 involved ideation and sketching of potential solutions based on user insights.
Day 3 culminated in voting on the best ideas and refining them for prototyping.
Developed three prototype variations for the "Post an Ad" flow in Figma, incorporating design sprint outputs and stakeholder feedback. Key improvements included clearer navigation, an updated payment flow, and new methods for image uploads.
Conducted a second round of usability testing with these prototypes, engaging seven participants and gathering additional feedback to refine the designs further.
4. Implementation & Monitoring
Worked with the development team to implement the redesigned user flows, ensuring alignment with technical constraints and business objectives.
Introduced changes to the payment process to redirect users back to their ad listing after completing payments, addressing a major source of confusion.
Monitored the impact of these changes over a two-week period post-launch, tracking conversion rates and user engagement metrics.
Image: Script in Google docs, screenshot of prototype, existing post-it user flow and South African team (pm & ux designer) on the day I facilitated usability training with the Senegal team.
Results
The project delivered measurable improvements to the Expat-Dakar.com mobile seller experience:
Increased Conversion Rates: The redesigned payment flow, which redirected users back to their ad listings after payments, resulted in a 2%-5% increase in seller conversion rates for posting ads. This was evident in a two week period of implementation.
Improved Usability: Usability testing revealed additional pain points, such as language barriers and unclear UI elements. Addressing these issues improved user satisfaction and reduced drop-off rates in key flows.
Team Empowerment: The Senegal and South African teams gained hands-on experience in usability testing, fostering a user-centered design culture for future projects.
Actionable Insights: Key findings included the need for multi-language support (Wolof and French), clearer visual indicators (icons, text, imagery), and additional options for uploading product images.
Collaboration Framework: The remote collaboration practices established during this project became a template for future cross-functional initiatives, ensuring smoother communication and alignment.
Learnings:
Research as a Team Effort: By involving the entire team in research and synthesis, we uncovered richer insights and built a shared understanding of user needs.
Adaptability is Key: Conducting usability tests at participants’ places of business provided valuable context but required flexibility in scheduling and approach.
Language Matters: The importance of localizing the experience (e.g., using Wolof alongside French) became a critical takeaway for designing culturally appropriate interfaces.
Simple Tools Work Best: Despite testing multiple tools, we found that basic, accessible tools like Zoom Lookback and Google Sheets were the most effective for remote collaboration and data collection.
The Power of User-Centered Design: This project reinforced the value of involving users throughout the product development process, from discovery to testing and implementation.
Through research, collaboration, and a user-centered approach, the project not only improved the mobile seller experience but also set a precedent for how Expat-Dakar.com approaches design challenges.