Enhancing payment transparency and clarifying Value Proposition in a rental Marketplace

Client

LocLivre

Role

Product Designer

Timeline

February 2024 - April 2024

Responsabilities

• Identified pain points in the customer journey

• Conducted a thorough competitor analysis

• Facilitated brainstorming workshops

• Led usability testing sessions

• Crafted a new desktop experience

• Ensured cohesive design language

We began by testing a streamlined design that adhered strictly to industry standards. The client’s main reference was a marketplace focused on purchases rather than rentals. However, after conducting usability tests on this design, which closely followed the client’s reference, we discovered several areas where users experienced confusion due to insufficiently clear information.

Problem

Objective

Our primary goal was to ensure that the key marketplace flow was as smooth and frictionless as possible.

Clarifying the value proposition

The platform was originally developed to test the hypothesis that residents of a Brazilian city would be interested in using a marketplace-like platform for renting various items. However, this value proposition was not immediately clear to users. We initially displayed separate banners, each highlighting a specific category of products, which led to a fragmented and unclear understanding of the platform’s overall purpose.

Solution

By simply altering the first banner to read "Rent Anything" instead of highlighting a specific product category, we were able to increase user understanding of the value proposition by 33%, which nearly eliminated user friction in this area. Also, greater emphasis was given to category cards.

Clarifying payment information

One of the most significant pain points in the customer journey was the lack of transparency regarding shipping fees, which were previously handled manually through WhatsApp. Our initial approach diverged from the client’s reference product by only changing the text, while keeping the rest of the information in the same place. This approach confused one of the users, as multiple fees appeared simultaneously, leading to an unpleasant and unexpected experience.

Solution

To address this issue, we developed a model that more closely aligned with the market reference but improved upon it by ensuring all payment summary information was consistently aligned in the same column. As users progressed through the flow, each newly selected price-affecting option added a new line to the summary, clearly communicating the cost implications.

Even though only one out of nine users reported confusion in this area, we chose to prioritize this issue due to its critical impact on the platform’s transparency and user trust.

Results

Throughout three iterations of the main flow, we made various minor adjustments, such as tweaking label sizes and filter options. The issues highlighted in this case study were the most significant and critical to address. Although the project was later canceled and taken over by another team after my departure, it remains ongoing. There has been a suggestion to pivot the platform’s focus exclusively to renting construction equipment, a more established market.