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Marketplace Re-Design

Marketplace Re-Design

Marketplace Re-Design

The Yieldstreet marketplace is a crucial part of the platform, acting as the gateway for all investments. At first, it handled a small number of investments efficiently. However, as the platform grew and more investments were added, the marketplace became overwhelmed and started to struggle. Investors reported several issues with the current design, such as a cluttered layout, challenges in comparing investments, and insufficient functionality, among other problems.

Yieldstreet marketplace.

01

Objective

Objective

Objective

The project's objective was to redesign the entire page to address identified pain points and enhance the overall user experience for investors. The redesign focused on four main elements: the hero banner, filters, marketplace card, and promotional modules. Specifically, the project aimed to:

  • Make the page more intuitive and efficient, reducing investors' time and effort to find and compare investment opportunities.

  • Enhance customization tools, helping investors find investments that align with their needs and goals.

  • Improve the page's scalability, ensuring it can handle the increased volume of offerings as the platform grows.

  • Boost investor satisfaction with the page, leading to higher engagement and conversion rates.

The previous Yieldstreet marketplace where investors could find available investments.

02

Problem

Problem

Problem

To identify the issues with the current marketplace, we initiated the design process with user interviews and usability testing. This approach allowed us to listen to real investors using our platform and understand their pain points. The key issues identified included:

Overwhelming Layout
The existing marketplace was cluttered and difficult to navigate, with too much information on the page.

Long Scrolling
The stacked marketplace cards made the page feel excessively long, requiring investors to scroll through a large amount of content to find what they needed.

Lack of Comparison
Investors struggled to compare different offerings, making it difficult to make informed decisions.

Ineffective Filters
The existing filters were limited in functionality and did not allow investors to effectively narrow down their options.

Lack of Prioritization
Information was not clearly prioritized, making it harder for investors to find what they needed.

Information Imbalance
Some investors felt certain key pieces of information were missing, while others felt there was too much information presented.

Based on this feedback, we identified key areas for the redesign: enhancing the layout, adding improved comparison and filtering features, and streamlining content to prioritize the most important information.

To identify the issues with the current marketplace, we initiated the design process with user interviews and usability testing. This approach allowed us to listen to real investors using our platform and understand their pain points. The key issues identified included:

Overwhelming Layout
The existing marketplace was cluttered and difficult to navigate, with too much information on the page.

Long Scrolling
The stacked marketplace cards made the page feel excessively long, requiring investors to scroll through a large amount of content to find what they needed.

Lack of Comparison
Investors struggled to compare different offerings, making it difficult to make informed decisions.

Ineffective Filters
The existing filters were limited in functionality and did not allow investors to effectively narrow down their options.

Lack of Prioritization
Information was not clearly prioritized, making it harder for investors to find what they needed.

Information Imbalance
Some investors felt certain key pieces of information were missing, while others felt there was too much information presented.

Based on this feedback, we identified key areas for the redesign: enhancing the layout, adding improved comparison and filtering features, and streamlining content to prioritize the most important information.

To identify the issues with the current marketplace, we initiated the design process with user interviews and usability testing. This approach allowed us to listen to real investors using our platform and understand their pain points. The key issues identified included:

Overwhelming Layout
The existing marketplace was cluttered and difficult to navigate, with too much information on the page.

Long Scrolling
The stacked marketplace cards made the page feel excessively long, requiring investors to scroll through a large amount of content to find what they needed.

Lack of Comparison
Investors struggled to compare different offerings, making it difficult to make informed decisions.

Ineffective Filters
The existing filters were limited in functionality and did not allow investors to effectively narrow down their options.

Lack of Prioritization
Information was not clearly prioritized, making it harder for investors to find what they needed.

Information Imbalance
Some investors felt certain key pieces of information were missing, while others felt there was too much information presented.

Based on this feedback, we identified key areas for the redesign: enhancing the layout, adding improved comparison and filtering features, and streamlining content to prioritize the most important information.

Snapshots of user interviews conducted with some of our investors using Dovetail.

03

Insight

Insight

Insight

To address these issues, we employed a "How might we" framework to generate open-ended questions that would guide our design process. This approach fostered creative thinking and allowed us to explore a variety of solutions for improving the user experience. Our key questions included:

  • How might we improve the layout of the marketplace to make it less overwhelming?

  • How might we enable investors to easily compare different offerings?

  • How might we enhance the filtering functionality to help investors narrow down their options?

  • How might we prioritize the information presented on the marketplace to make it more relevant and easier to find?

  • How might we streamline content to remove unnecessary information and make it more efficient for investors?

  • How might we address the issue of long scrolling on the page?

  • How might we create a more intuitive and user-friendly marketplace experience for investors?

04

Exploration

Exploration

Exploration

Based on the insights and feedback gathered during the user research phase, we progressed to the low-fidelity wireframing stage. This phase involved creating rough sketches and wireframes to explore various design concepts and layouts. Recognizing the marketplace page's critical importance to the business, we involved a wide range of stakeholders, including the CEO, CPO, and other key decision-makers. We conducted multiple sessions to share and discuss our wireframes, actively seeking feedback and ideas from the entire team.

The low-fidelity wireframing phase was essential for refining our design concepts. It allowed us to quickly prototype ideas and gather feedback from diverse stakeholders, ensuring the design aligned with business needs and goals.

Wireframe explorations.

05

Solution

Solution

Solution

Hero Banner

The original marketplace hero banner was plain and lacked key information, failing to capture new investors' attention.

In the redesign, we made the hero banner more engaging by adding social proof, key metrics, and clear calls to action. These changes effectively captured new investors' attention and provided important information upfront.

Hero Banner

The original marketplace hero banner was plain and lacked key information, failing to capture new investors' attention.

In the redesign, we made the hero banner more engaging by adding social proof, key metrics, and clear calls to action. These changes effectively captured new investors' attention and provided important information upfront.

Hero Banner

The original marketplace hero banner was plain and lacked key information, failing to capture new investors' attention.

In the redesign, we made the hero banner more engaging by adding social proof, key metrics, and clear calls to action. These changes effectively captured new investors' attention and provided important information upfront.

Hero banner before and after.

Filters

The original marketplace had limited filtering options, only allowing investors to filter by investment strategy. To improve user experience, we expanded these options based on user feedback and business needs.

We introduced advanced filters for the asset class, strategy, minimum investment, and term, along with a sort feature for criteria such as newest, minimum investment, and term. These enhancements gave investors more control and made it easier for them to find investments that matched their specific criteria.

Filters

The original marketplace had limited filtering options, only allowing investors to filter by investment strategy. To improve user experience, we expanded these options based on user feedback and business needs.

We introduced advanced filters for the asset class, strategy, minimum investment, and term, along with a sort feature for criteria such as newest, minimum investment, and term. These enhancements gave investors more control and made it easier for them to find investments that matched their specific criteria.

Filters

The original marketplace had limited filtering options, only allowing investors to filter by investment strategy. To improve user experience, we expanded these options based on user feedback and business needs.

We introduced advanced filters for the asset class, strategy, minimum investment, and term, along with a sort feature for criteria such as newest, minimum investment, and term. These enhancements gave investors more control and made it easier for them to find investments that matched their specific criteria.

Filter before and after.

Filter dropdown states.

Applying the the and improved filters to the mobile application.

Offering Card

A key focus of the redesign was the marketplace card, which displays details about each investment. We tested various versions before finalizing the design.

The original card format worked for a smaller volume of offerings but became ineffective as the platform grew. It was cluttered and made the marketplace long and difficult to navigate. User interviews revealed that investors struggled with scrolling to view and compare all available investments.

Offering Card

A key focus of the redesign was the marketplace card, which displays details about each investment. We tested various versions before finalizing the design.

The original card format worked for a smaller volume of offerings but became ineffective as the platform grew. It was cluttered and made the marketplace long and difficult to navigate. User interviews revealed that investors struggled with scrolling to view and compare all available investments.

Offering Card

A key focus of the redesign was the marketplace card, which displays details about each investment. We tested various versions before finalizing the design.

The original card format worked for a smaller volume of offerings but became ineffective as the platform grew. It was cluttered and made the marketplace long and difficult to navigate. User interviews revealed that investors struggled with scrolling to view and compare all available investments.

A few examples of card design explorations that were conducted.

To address this, we shifted to a grid layout for the marketplace cards. This change required us to prioritize information due to the reduced space in the new design. We carefully selected and presented the most relevant details clearly and concisely, balancing comprehensiveness with simplicity.

We explored several layout options and information hierarchies, eventually consolidating on a single card layout that met the identified needs. We then conducted internal and external testing to ensure it effectively addressed user pain points and met stakeholder requirements.

To address this, we shifted to a grid layout for the marketplace cards. This change required us to prioritize information due to the reduced space in the new design. We carefully selected and presented the most relevant details clearly and concisely, balancing comprehensiveness with simplicity.

We explored several layout options and information hierarchies, eventually consolidating on a single card layout that met the identified needs. We then conducted internal and external testing to ensure it effectively addressed user pain points and met stakeholder requirements.

To address this, we shifted to a grid layout for the marketplace cards. This change required us to prioritize information due to the reduced space in the new design. We carefully selected and presented the most relevant details clearly and concisely, balancing comprehensiveness with simplicity.

We explored several layout options and information hierarchies, eventually consolidating on a single card layout that met the identified needs. We then conducted internal and external testing to ensure it effectively addressed user pain points and met stakeholder requirements.

Previous offering card.

New offering card.

Marketplace grid view.

06

Impact

Impact

Impact

These changes significantly improved the marketplace, leading to increased engagement and conversion rates. By addressing key pain points and enhancing the user experience, we achieved the following results:

3% increase in conversion rate.

26% reduction in bounce rate.

42% increase in average time spent on the page.

12% increase in investment views.

78% increase in filter usage.

In summary, the marketplace redesign effectively addressed investor pain points and improved the user experience. The new layout, advanced filtering, and streamlined content made the marketplace more accessible and user-friendly.

These changes significantly improved the marketplace, leading to increased engagement and conversion rates. By addressing key pain points and enhancing the user experience, we achieved the following results:

3% increase in conversion rate.

26% reduction in bounce rate.

42% increase in average time spent on the page.

12% increase in investment views.

78% increase in filter usage.

In summary, the marketplace redesign effectively addressed investor pain points and improved the user experience. The new layout, advanced filtering, and streamlined content made the marketplace more accessible and user-friendly.

These changes significantly improved the marketplace, leading to increased engagement and conversion rates. By addressing key pain points and enhancing the user experience, we achieved the following results:

3% increase in conversion rate.

26% reduction in bounce rate.

42% increase in average time spent on the page.

12% increase in investment views.

78% increase in filter usage.

In summary, the marketplace redesign effectively addressed investor pain points and improved the user experience. The new layout, advanced filtering, and streamlined content made the marketplace more accessible and user-friendly.