Whoppah

Help buyers find their secondhand dream piece

Company: Whoppah

Role: Lead Product Designer

Goal: Increase conversion rates by 3% in Q4

Platforms: Website, iOS App, Android App

Team: CRO Specialist, UX Designer, UX Researcher, Development Team

Objective

Whoppah is the largest European marketplace for high-end interior design, with over 100,000 listings currently live. While that’s of course amazing, it also comes with the challenge of matching unique demand with the right supply.

Organic user feedback shows that many people often struggle to find what they’re looking for.

Research

User Insights

This user need was discovered by doing regular user surveys and NPS score tracked as well as keeping a close watch on our Analytics Dashboards. We tracked both hard and soft conversion and put these in context with seasonality.

The comment that stood out most was: "I can't find what I'm looking for"

Hypotheses

Then followed the plan to uncover what users really experience:
They don’t like anything on the platform
Maybe they don’t know what they want
It’s difficult to navigate and search for what they are looking for
All of the above
Or another 5th mystery option..?

Usability Tests

We gathered a small group of Whoppah users, aged 30-55. We interviewed them and gave them the mission to browse for something on Whoppah they actually want to buy. Almost all test users found it pretty difficult to navigate through the categories and overlooked some of our handy tools like search alerts and certain filters.

The Initiatives

Product Cards

I redesigned the product cards to create a cleaner, more intuitive experience. The original layout was visually cluttered, and the distinction between bid and buy prices was unclear, leading to user confusion.

By reworking the label hierarchy and repositioning elements like the labels and favourite icon below the image, I brought focus back to the product itself, allowing the image to lead and the interface to feel more confident and refined.

Filters

We scored the current filters based on usage versus conversion, rearranged the order and optimised certain UI components.

The Menu

Previously, all categories were hidden under “Product,” which made navigation less intuitive. Now, users can easily browse categories while still seeing the full product range per layer.

The UI got a fresh update, and content is now easier to manage via Strapi, which is also a win for SEO. As a final touch, we added visuals to make categories clearer and more engaging.

A/B Testing

We implemented these feature one by one across different sprints so we could A/B tests the features separately. We tested each feature for 2 weeks and it was nice to see that all three of the B variants came out as winners.

We compared soft conversions (e.g. favouriting) and hard conversions (e.g. checkout) between the 50/50 split for each test, also adding CTR also to the Product Card A/B test.

Result

Thanks to these optimisations, we saw a big boost in our CTR and conversion data. After that, we ran another round of user research. It gave us a lot of positive feedback, but also revealed some new, valuable insights and things to work on for the next iterations.