List.am

List.am is Armenia's largest community and classifieds site for all kinds of goods, services and offers. The whole country knows, loves and uses it. You can buy and sell almost anything, from real estate, cars and electronics to clothing, children's items and consumer goods, as well as find services and jobs.

List.am is Armenia's number one online marketplace for buying and selling, whether between businesses and customers or between the platform's own users, with listings across a wide range of product categories. Because it's one of the most recognized sites in the country, I wanted to understand how people use it, find its pain points, and improve its experience and usability.

I observed that searching for products on the site lacks clarity, which wastes time and makes choosing and buying harder. The product page also has too much information and its calls to action go unnoticed, which makes reading tiring, confuses buyers and loses potential conversions.

Improve the user experience and increase conversions by turning one of Armenia's best-known e-commerce platforms into a modern, welcoming and intuitive site, while keeping users' trust and keeping them informed.

User research aims to understand people's behaviors, needs and motivations through interviews, questionnaires, usability tests and other feedback methods. Here it helped me understand how people interact with products on the site and assess how well design solutions fit.

After the Discovery phase, I moved on to defining our users. The main goal of the Define phase is to turn the data gathered during discovery into insights, shifting from what people want, think they need or need to know, to why they want it. It's also where designers check that the team's most important assumptions hold true.

The discovery phase gave me a deeper understanding of users' motivations and problems. I then wrote the functional requirements as Jobs to Be Done stories, to design a solution that meets those needs.

Problems to Resolve

• Unintuitive search: users get lost in too much information. It's unclear where to start looking for a product, and many searches end with nothing found, which frustrates users and costs List.am conversions.
• Filters: they're imprecise, repetitive and far too long.
• Confusing product page: there's no clear, visible call to action, which loses conversions, and irrelevant information distracts and confuses users.
• Weak visuals and length: the product imagery doesn't encourage people to buy, and the page is so long that the most important information sits at the bottom, where most users never scroll.
• No visual hierarchy: on a first visit, chaotic sections and excess content confuse new users, who soon leave. The design also feels dated and lacks clear reading levels.

Value Proposition

• A more modern, friendlier and more intuitive design for one of Armenia's best-known e-commerce platforms
• More precise filters, so finding a product takes less time
• Better post-sale contact with sellers, bringing customers back through newsletters and promotions and, above all, a positive experience
• Highlighting what matters most, organizing essential information and holding users' attention

Customer Needs

• Keep users active, stay current with new technology, and offer a tailored site where users feel at ease
• Customer at the center: every decision puts the customer first, with competitive prices, a wider offering, a simpler buying process and easy returns
• Serve different needs: more delivery options, a better experience, and a site that works for different types of users
• Build trust and security
• A straightforward, easy-to-use platform with the widest range of products and prices for every kind of customer, including sellers who use it as a profit-generating intermediary

Objectives & Goals

• Improve the interface: redesign the UI so searching and navigating are more intuitive. This reduces friction and helps users complete tasks faster without losing sight of their main goal
• Simplify the product page by cutting unnecessary and lengthy content
• Make search more intuitive, with more precise filters
• Plan an onboarding for everything List.am offers, much of which is currently hidden by its disorganized information architecture
• Offer discounts or reward points for using the platform

Based on the card sorting results and my overall research, I restructured the information architecture. I reorganized the categories and reduced their number so users don't get disoriented, gave key items more prominence in the visual hierarchy, and kept only the most relevant sections.

After evaluating my findings, I created low-fidelity wireframes in Figma, focusing on the golden path scenario and the elements users would find most useful.

I then moved on to high-fidelity wireframes, again concentrating on the golden path and the components that would be most valuable to users.

User testing is a crucial step in the UX design process: evaluating a product by testing it with representative users. The most effective way to do it is through face-to-face, one-on-one sessions, which reveal users' behavior patterns, preferences and viewpoints so they can shape a more successful product. Testing early in the design phase helps ship a user-friendly product and avoid costly redesigns later. Because the goal is qualitative insight, testing doesn't need a large number of participants.

This was a challenging design, and I focused on improving the experience for the users I interviewed. I believe small but useful features make the experience more engaging and delightful. List.am is a great marketplace with a wide range of products, but the homepage had so much repetitive content that it caused clutter and confusion. I added new subheadings to separate content more clearly, updated the product page to meet current design standards, and redesigned the icons to make them more approachable and reduce clutter.