FACEBOOK MARKETPLACE  •   DESIGN LEAD  •  8 WEEKS

Unified Shopping

Business Problem: Make shopping “better on Facebook”

We want Facebook to be a leading ecommerce destination, but outside of local, buyer awareness of FB as an ecommerce platform is low and our value proposition is unclear. When shoppers visit our commerce destinations, low intent shoppers do not know what to buy and high intent shoppers cannot find what they want.

To win with shoppers, we need to offer the fundamental ecommerce capabilities consumers expect from a world class platform, and deliver unique experiences that make shopping “better on Facebook”.

USERS

Shoppers who care about price over quality.

They somewhat enjoy shopping, but are not interested in fashion.

They use social media for shopping.

They tend to be slightly younger and have lower income.

SHOPPING ENTHUSIASTS

Shoppers who love shopping and shop a lot.

They are very interested in fashion.

They use social media for shopping.

This group has the highest Instagram usage compared to other three groups.

They tend to be the youngest and have high income.

PERSONAS

MARKETPLACE TAB

WHAT JOBS DO USERS HIRE US FOR?

DISCOVERY JOB 1

Introduce me to things that interest me when I am not sure what I want

JOB STATEMENT

Let shoppers consistently and confidently get introduced to relevant items, better than they would expect from Pinterest.

DOING THIS JOB LOOKS LIKE

Serendipitous discovery: Shoppers are introduced to relevant content they're not explicitly looking for. Examples include ads, live shopping events, "new in" modules, etc.

Explore options that meet my criteria

JOB STATEMENT

Help buyers confidently and seamlessly explore items that meet their criteria, exceeding the experience buyers expect from competitors like eBay or Target.

DOING THIS JOB LOOKS LIKE

Shoppers are able to explore all the options that may need their specific need when they're not sure exactly what item they want to buy.

SHOP TAB

POSITIONING

Inspirational quality content

Focused on brands

With multiple formats like live shopping, stories etc.

Primarily for Shopping Enthusiasts buyer segment

Unified Shopping Experience Strategy

A unified shopping surface to provide a complete, singular shopping destination on Facebook, expanding the value and ease of use for all buyers and sellers.

VISION: EVA-VALUE SHOPPER

Eva is a new mom of a 5-month old. Her life is overtaken by a tiny human. To save money she spends most of her time buying value brands and second hand goods on Facebook. Next month is her 5th wedding anniversary and she’s looking for a nice pair of shoes to go with her dress for their special date.

LENORA, SHOPPING ENTHUSIAST

Lenora is a successful 29-year-old real estate agent in Chicago. Big into clean beauty, eco-friendly fashion and interior design, she's always keeping up with her favorite creators and looking for the latest trends. She browses Facebook a few times a week for shopping inspiration, and tunes into live shopping events when they catch her eye. 

Navigation updates

This was the first step of execution where we updated the Marketplace primary navigation to add Shops entrypoint to kick start the path to unifying the shopping feed. Also made a shift to switch tabs inline instead of complete page load when selected which improved commerce engagement and commerce engagement. 

HIGHLIGHTS

Less visually taxing when switching between subdestinations

Responsive subtabs give the perception that we’re loading subdestinations quicker

Prominent Local subdestination addresses the long standing feedback that users want a local only experience.

Provides a solid foundation to build future commerce features and grow the local ecosystem