CONTEXT

Wallapop Pro

Wallapop PRO is a paid subscription plan targeted to SME’s and users that have higher volume of sales. Together with ads and transactions is one of the main revenue drivers

43,3%

Potential pros are unaware of the product

8/10

Don’t consider themselves pro sellers

Lower tiers

Customers expect lower priced tier

BUYERS & SELLERS

Mobile experience

A consistent multi-platform experience for potential PRO users that are also active buyers on the app

supporting SME’s

Web experience

SME’s manage their business mostly on desktop, being present in their existing workflow was key for success

-20%

Dropoff

user research

Understanding user needs and expectations

Lead the research initiatives from planning, recruiting, conducting to analyzing results. Collaborated with the research team to facilitate moderated interviews and workshops

uncovering pain points

User journey & Insights

Collaborated with research an data teams to map and validate the customer journey, pain points and customer goals when interaction with Wallapop PRO

awareness

“What is a pro-seller?”

SUBSCRIPTION SETUP

“Is this for car dealers?”

Listing items

“I feel frustration with listing limits”

PRODUCT ASSESSMENT

Testing existing solutions

Through moderated and unmoderated user testing session, I was able to identify key points of improvements on the current solution

ENTRY POINTS

Navigation

Wallapop PRO entry point is hidden in a secondary level in the profile page, this impacted the visibility of the product while adding friction to main jobs to be done on the profile

VALUE PROPOSITION

Carrousels

Only 10/60 users continued on the slider. Benefits and value proposition displayed on a carrousel with automatic rotation added friction to readability and not possible to add tracking events due to autorotating behavior.

SUBSCRIPTION categories

Subscription categories

The top three subscriptions displayed are all related to cars, spare parts and motorbikes which created an anchoring bias leading users to understand that subscriptions are for car related products

ACCESSIBILITY and JBTD

Subscription tiers

Subscriptions tiers are based on listing limits and current patterns for selecting tiers upon checkout lack scalability, accessibility and are located in hard to reach area of the screen.

Value prop sliders take most of the screen real state adding friction to the job to be done

ACCESSIBILITY and JBTD

Checkout

The bottom sheet component used to complete the payment is not used in other purchase flows

We believe that
Offering a personalised subscription purchase experience based on
seller categories will help explain pros vp which will increase subscription adoption

We will test this with
A/B test subscription purchase flow with potential pros in wallapop

We know we are right when
Increase subscription conversion rate, CTR on navigation and trial conversion rate(supportive)

Use cases

Subscription lifecycle

Designed subscription cancellation and downgrade/upgrade use cases