‘Redesign our brand assets and key customer journeys while keeping revenue streams intact.’
- Brand assets redesign
- Design System
- Marktplaats Messenger
- New listing flow
- Personalized homefeed
Client
eBay Classifieds Group
Timeframe
2015-2017
8200000
Unique vistors per day
350000
New listings per day
Brand identity redesign
Color
In user interviews customers told us that they didn’t like the brownish brand color (‘Terra’). At the same time, results from the neuro test lab pointed out that this color had built a strong association with the brand. So we choose to maintain the Terra color in an upgraded form by adding a bit of saturation and warmth.
The rest of the palette has been upgraded to complement the new Terra.
Before
Brand
#F1B378
Text
#323232
Action
#20479D
Background
#E6E6EF
White
#FFFFFF
After
Brand
#eda466
Text
#2D3D4E
Action
#126DB3
Background
#F0EFED
White
#126DB3
Typography
For the brands typeface we’ve moved from Times New Roman to Bree Serif.
This way the Marktplaats logo stays a serif word mark, but with more rounded edges giving it a more friendly appearance which brings it closer to the brand values of Marktplaats.
In contrary to Times New Roman, the font weight of Bree Serif is distributed evenly. This improves saliency and legibility on different kinds of screens, printed surfaces and full color or photographic backgrounds.
Icons
We’ve asked Handmade Amsterdam to create a custom icon set for Marktplaats which included all system icons as well as product category icons.
Logo
Before
After
Design System
Marktplaats Messenger
Add listing flow
Click the play button to see the animated prototype.
Because pictures are the most important content of a listing, I created several concepts where the whole placing flow starts with and revolves around taking pictures. This prototype is one of the concepts, and shows how the listing flow would start with the camera instantly in stead of a blank form.
Once users where getting used to start a listing with the Marktplaats camera, the idea was to offer useful tips and tools to make good pictures, and apply image recognition to give upfront tips on category selection and pricing range.
Personalised homescreen
When I started at Marktplaats in 2015, the app homescreen was just a grid of 9 icons below the logo, displaying key entry points to navigate. When a dedicated team was assigned to address ‘predictive intelligence’, I helped with the design of a more personalised homescreen where listings are displayed based on the customer lifecycle, interests and behaviour.