OfferUp Premium
Synopsis
OfferUp OfferUp is a popular mobile marketplace app for buying and selling new and used items locally, connecting people in their communities for person-to-person transactions
I led Product Design and Marketing Design for the 0→1 launch of OfferUp Premium - driving product-market fit, freemium-to-paid conversion, rapid experimentation to deliver strong first-year revenue and adoption at scale.
Premium membership was a new fee-based product offering for OfferUp marketplace buyers who want to find and buy a specific item quickly and painlessly.
Goal
Launch, acquire, convert our app users to pay for Premium benefits
Role = Design Director
Led all design phases, people & process. Strategy E2E customer journey, concepts, some visual design
Manage product marketing and creative process with marketing designers team to establish a seamless Premium experience
Author and champion a content strategy that drove high conversion to exceed revenue expectations, meanwhile creating efficiency
Premium is an exclusive membership product that removes friction in the shopping process and connects buyers and sellers faster.
Process = methodically iterate to optimize the design
Aggressive Q1 timelines dictated a launch with without branding or content defined, so we'd have to build the plane while it was heading down the tarmac.
I led the design team through in-app experimentation while developing a brand look and feel that would stand out in the buyer flows, and celebrate the benefits to users (without causing significant disruption to the general UI experience).
Our process: methodically iterate to optimize the design Aggressive Q1 timelines dictated a launch with without branding or content defined, so we'd have to build the plane while it was heading down the tarmac.
I led the design team through in-app experimentation while developing a brand look and feel that would stand out in the buyer flows, and celebrate the benefits to users (without causing significant disruption to the general UI experience).
I worked in lock-step with Product and Tech to schedule experiments to run in every sprint so we could methodically iterate on layout design, copy, brand elements, CTA language and entry-point placement. Then we would map winning entry points to winning landing pages to validate our assumptions. Boom!
Around the end of Q2, I personally conducted a quick refresh of the brand elements tightening up the look and feel in the UI, emails, ads, and with my product partner, introduced "3-day free trial" placements and remapping of entry points to winning landing pages. The results were rewarding: In one month alone, we were able to double the number of sign-ups compared to the cumulative number of sign-ups from the prior 6 months.
Mapping placement of creative assets to test value props that flow to landing / upsell pages
Landing page strategies leverage choice psychology, copy, content, and pricing tests, highlighting value props in the headlines and copy. Reordering val props, entry points, and so on. Constantly nuancing to achieve maximum conversion.
Metrics collected from StatSig keep us informed of the impact to other experiments so we can avoid any unwanted downstream effects. Symbiotically, the findings from research and data led us to introduce more value props, which aded to even more sign-ups. Woo hoo!
I defined a brand color system that complemented OfferUp green to stand out in the app, and had to be accessible in light and dark modes
Badging was developed to meet user expectations of a Premium identity
Value proposition alternates were tested rigorously
All designs were tested in light and dark mode to develop the design system and color strategy
Even ads get the color-treatment tests
At the time, we didn't have a copywriter so I wrote most of the copy as well
We strategically placed dozens of entry points to the conversion flow and optimized language for CTAs
I worked in lock-step with Product and Tech to schedule experiments to run in every sprint so we could methodically iterate on layout design, copy, brand elements, CTA language and entry-point placement. Then we would map winning entry points to winning landing pages to validate our assumptions. Boom!
Around the end of Q2, I personally conducted a quick refresh of the brand elements tightening up the look and feel in the UI, emails, ads, and with my product partner, introduced "3-day free trial" placements and remapping of entry points to winning landing pages. The results were rewarding:
In one month alone, we were able to double the number of sign-ups compared to the cumulative number of sign-ups from the prior 6 months.
Month over month the sign-ups continue to increase.
Metrics collected from StatSig keep us informed of the impact to other experiments so we can avoid any unwanted downstream effects.
Symbiotically, the findings from research and data led us to introduce more value props, which aded to even more sign-ups. Woo hoo!
The team was pretty lean so I rolled up my sleeves to establish a clean look and feel and wrote copy for touchpoints for the design team to follow.