Obby Marketplace
Helping Londoners try something new
Overview
Obby marketplace connects London-based learners to their next personal development opportunity. From arts and crafts workshops to learning a new language, Obby offers access to thousands of different class, courses and workshops.
The goal of this project was to improve the site's user journey and information architecture as Obby expands beyond their core arts and crafts offerings.
Role & Duration
Sprint Planning, Stakeholder Communication, Heuristics Evaluation, Journey Map, User Interviews, Usability Testing, High Fidelity Mockup
Team: 3 designers
Timeline: 2 weeks
Client
The Problem
When Obby started, they were a marketplace for fixed-date single session arts and crafts workshops, like calligraphy or pottery. As their business evolved, they added more verticals like languages and music as well as various session types like multi-week courses or private lessons via the "Flexitime" booking option.
Obby's current information architecture and user journey geared towards helping customers find a single class that may have multiple dates to choose from, which doesn't necessarily fit with how their products have evolved nor support alternative customer journeys and sales conversion.
User Research
We sent out 2 surveys, conducted 10 interviews (2 with Obby customers), and ran 5 usability tests on Obby's marketplace. Our research focused on:
• Validating assumptions uncovered in the client kickoff meeting
• Exploring attitudes, behaviors and mental models around learning and personal development
• Understanding the current user journey and uncover pain points
• Identifying key design opportunities scalable to new product offering and booking options
Fig 1. Running a usability test on Obby's current marketplace.
Qualitative Interviews
User interviews were quintessential in exploring an assumption that people struggle to fit learning into their busy lives, a potential inhibitor to Obby's growth. We wanted to understand what people are feeling on that journey of finding a new learning opportunity. What are the decision factors when choosing a learning experience? The answers would help us identify elements essential to Obby's user journey and its information architecture.
ROBERT
Artist & Obby Customer
"It's important I find classes and courses that fit around me."
MARIA
Commercial Manager
"I care more about value for money for a course instead of a one-off. I do more research and reviews matter."
Usability Testing
Testing Obby's marketplace was critical to understanding the relationship between the user journey and information architecture. What we found informed later design decisions.
Based on interview learnings, we tested two scenarios, observing user interactions and decision-making factors within divergent journeys.
"I don't know why Flexitime is there because it's just a one-off 2 hour workshop. Flexitime is meant to be booked whenever it suits you. I don't know why they've got two options there." - Nina, Business Manager
1.
Book a recurring beginner's German language course.
2.
Book a one time calligraphy workshop.
Insights
After reviewing data from the surveys, interviews and usability testing, we categorized learnings into three key areas, and used a customer journey map to highlight these points.
Fig 2. Obby customer journey map
Design Goals
Design Process
Pulling key research insights, we created our persona Julia, the lifelong learner. Using Julia, we devised a problem statement and "How Might We's" to bring into the design studio workshop with our client.
Using ideas out of design studio, we sketched concepts for the results and class pages then dot voted on features. Coalescing everything into a paper prototype, we launched into usability testing and iterations.
We kept to the client's grid system to ensure mobile responsiveness and left much of the site structure and information architecture intact as content pulls from Obby's SaaS platform. We focused on filters, product cards and product pages to address research learnings.
We conducted 20 usability tests over four iterations, including testing with current Obby customers.
The Solution
Redesigned results and product pages empowering Obby's customers to select the best option meeting a desired learning outcome.
With updated filters and more context around class types and booking options, customers can quickly scan for key information and purchase their next learning experience.
Obby Prototype Walkthrough
Project Learnings
People love filters.
They like being able to whittle down from all of the choices out there. However, they need to be applied with the right balance of usefulness and simplicity. When we added in too many filter options or used vague language, the filter lost its value and became more of a frustration than a help.
Scalability and adaptability are a fine balance.
Designing for diverse product categories proves challenging. Mental models and vocabulary associated with traditional subjects like French varies greatly from Pottery and will continue to be a challenge as Obby grows adds new categories and offerings. Adding more context around product categories and a class overview, we hope Obby has a scalable template adaptable to future offerings.
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