1. Clearly does it
As the storefront that connects sellers with buyers, a marketplace has a unique challenge in designing experiences that deliver on its promise to both parties. Both are looking for complete control, and for marketplaces to help them help themselves.
Having a single-minded offer, that translates into unique benefits for both parties, is a sure-fire way to build credibility across the board. The best place to start is asking yourself ‘what are we in the business of doing?’ Think about the difference you make for both sets of customers. How would their worlds be different if you weren’t connecting them? What value are you creating for them? How do you make their lives easier?
Showing is far more effective than telling, so building these benefits into user experiences is the holy grail. The ideal marketplace experience strikes the perfect balance between function and flair. By constantly questioning if both the buying and selling journey reflects what you want to be known for, you’ll create stronger bonds with both sets of customers.
Letgo is one of many P2P neighbourhood marketplaces out there today but it’s doing a good job of communicating the benefits of the service to buyers and sellers. Building on a single-minded idea, ‘It’s time to turn stuff into living’, they spell out neatly the role they play for both sets of customers: making buying stuff you want simple, and selling stuff you don’t want painless.
When brought to life visually, the brand uses friendly but informative illustrations to help a potentially complex experience feel, as they put it themselves, ‘almost effortless’. By using AI to identify and label items, that principle is translated through their user experience, which feels almost frighteningly simple – posting an item for sale is as easy as uploading an image.