Balancing innovation, sustainability and smart resale timing
Timeline
2 weeks - 2023
Mission
Product designer
Scope
Discovery + Delivery
The context
Where the world buy reborn tech
High tech low impact
Back Market is one of the world’s leading marketplace for refurbished devices. They work hand-in-hand with professional refurbishers to guarantee that every device has been tested and restored to perfect working condition according to industry standards. All for up to 70% less than brand new. Their mission is to help make tech reliable, affordable, and better than new.
1M tons
of carbon emissions prevented
Operating in over
16
countries
Two weeks
to design a solution
During my bootcamp at The Design Crew, Antoine Puig, Senior Product Designer and Charlotte O’Keefe, Content Designer from Back Market, briefed us about this challenge they identified but hadn't found the time to tackle it just yet.
The challenge
Guiding users to maximize their smartphone's lifespan through the BackMarket app
the lifecycle
Tech shouldn’t cost the earth
1.4 billion new smartphones are made every year. That’s roughly the population of China. Opting for refurbished phones allow users to save money while contributing to a sustainable future one device at a time.
184k
liters of water needed to make one new phone
283kg
of raw material mined to make one new phone
84kg
of carbon emitted during the production of a new phone
User research
Swipe Right into CUSTOMER insights
To better understand our users, their behaviors, motivations and perceptions regarding the List of Likes, we decided to conduct qualitative user research
Objectives
The priority during the test was to understand :
#1
The factors and motivations driving users to switch smartphones.
#2
The impact of ecological considerations on their decision-making.
#3
Their perspectives and experiences on the purchase and resale of reconditioned products.
Testing modalities
These are the key insights that defined the first version of our prototype :
Learning #1
Electronic device obsolescence is a concern
Why ?
Devices are perceived as too fragile, leading to quick deterioration
The rapid evolution of operating systems creates compatibility issues with aging devices
“I would like features and hardware that evolve over time to prevent them from becoming obsolete too quickly.”
Learning #2
Users torn between novelty and eco-consciousness
Why ?
Desire for a recent smartphone with high technological standards
But a real desire to limit their ecological impact
“While I prefer a recent phone, the environmental impact isn't ideal. Refurbished choices help me stay current while making a positive impact on the planet.”
Learning #3
Certification is a solid quality indicator for users
Why ?
Users feels reassured in their decision to make a second-hand purchase.
And are reassured about its positive environmental influence.
“Opting for second-hand is both budget-friendly and eco-conscious! And with certification, it's a no-brainer!”
Reframing the problem
balancing the crave for newness and environmental consciousness
Caught between the allure of new technology and a growing eco-awareness, smartphone users grapple with a modern dilemma. The excitement of upgrading clashes with the desire for sustainable choices, highlighting the challenge of balancing innovation with environmental responsibility.This begged the question :
The benchmark
Navigating the Competitive Scene
We carried out a benchmark of several applications from different sectors. Although these applications are not direct competitors to Back Market, we have decided to consider them for their personalised price analysis and advice on the most opportune moment to make purchase.
THE first draft
Meet the Trade-In Simulation Tool
The new feature allow users can track real-time valuations of their preferred phones, encouraging them to choose the optimal moment to buy a new device while recycling their old one. This approach promotes recycling, extends the lifespan of phones, and strengthens the sense of belonging to BackMarket's eco-conscious community. An impactful and practical call-to-action for users mindful of their environmental impact.
Choose the best time
to upgrade your phone
Introducing a swap feature that tracks real-time price fluctuations of various devices, simplifying and encouraging the buy-back process.
Simplify your
purchase-and-trade
journey
Introducing a unified purchase-and-trade flow
to simplify and encourage the swap process for users.
Optimized Valuation Process
Ease the process of obtaining price estimates by registering devices for future sales, saving users from repeated reevaluation.
user-test
DE-RISKING the new flow
We feared that the new feature wasn't enough understandable.
In order to de-risk some of our assumptions, we test an early prototype of the design.
What worked
the swap simulator is a big hit
5/5 users found the system very useful and engaging
4/5 users would use it if it was implemented
endorsement of the new combined flow
4/5 users found beneficial to integrate the trade-in flow following the purchase
5/5 users thinks the original flow is way too complicated and overly time-consuming
What didn't worked
Confusion regarding the advisory banner
4/5 users found beneficial to integrate the trade-in flow following the purchase
5/5 users thinks the original flow is way too complicated and overly time-consuming
Solution
Addition of an informative screen showcasing the price history evolution of devices
Re-design of the simulator
The combined flow lack clarity
3/5 found that the combined flow was lacking clarity
3/5 felt compelled to trade their smartphone.
Solution
Incorporation of a toggle on the cart page, offering users the choice between the classic or combined flow.
Re-design of the combined flow.
