Client: Vinted | Year: 2023
Context
Vinted, a leading online marketplace, expanded its offering with a dedicated shipping service—Vinted Go. However, rapid growth resulted in inconsistencies around naming and brand identity, creating confusion and hindering effective user communication. Collaborating closely with the Director of Design, ResearchOps Manager, and a content designer, I conducted UX research aimed at clarifying Vinted Go's brand communication and strategically refining its value proposition.
Vinted, a leading online marketplace, expanded its offering with a dedicated shipping service—Vinted Go. However, rapid growth resulted in inconsistencies around naming and brand identity, creating confusion and hindering effective user communication. Collaborating closely with the Director of Design, ResearchOps Manager, and a content designer, I conducted UX research aimed at clarifying Vinted Go's brand communication and strategically refining its value proposition.
Goals
The research had a strategic objective: identify the most effective brand architecture and naming conventions for clearly communicating Vinted Go’s services and value proposition. Specifically, we tested two distinct branding approaches—one emphasizing consistency across services and the other highlighting differentiated offerings—to determine user perceptions, clarity, and alignment with business objectives.
The research had a strategic objective: identify the most effective brand architecture and naming conventions for clearly communicating Vinted Go’s services and value proposition. Specifically, we tested two distinct branding approaches—one emphasizing consistency across services and the other highlighting differentiated offerings—to determine user perceptions, clarity, and alignment with business objectives.
Methods
I conducted qualitative research through 11 structured user interviews with thoughtfully recruited participants in Paris, ensuring diverse perspectives on brand perception, naming preferences, and overall value proposition. The analysis focused on identifying strategic insights into user preferences, potential confusion points, and opportunities for clearer brand differentiation.
I conducted qualitative research through 11 structured user interviews with thoughtfully recruited participants in Paris, ensuring diverse perspectives on brand perception, naming preferences, and overall value proposition. The analysis focused on identifying strategic insights into user preferences, potential confusion points, and opportunities for clearer brand differentiation.
Outcome
The research provided strategic clarity and directly informed Vinted Go’s brand identity and communication approach. Synthesized user feedback revealed key preferences and provided actionable recommendations for naming conventions, brand architecture, and the strategic integration of Vinted’s overall identity across its expanding services.
The research provided strategic clarity and directly informed Vinted Go’s brand identity and communication approach. Synthesized user feedback revealed key preferences and provided actionable recommendations for naming conventions, brand architecture, and the strategic integration of Vinted’s overall identity across its expanding services.
Insights from the research extended beyond naming, directly enhancing overall user experience and strategic consistency across Vinted’s product ecosystem. Ultimately, the outcomes influenced Vinted’s long-term strategy, enabling clearer communication, stronger brand alignment, and better resonance with users as Vinted Go continues to grow and evolve.
Testimonial
"I worked with with Benjamin on Vinted Go User Research. Benjamin is a great collaborator, actively listening to stakeholders' needs and remaining flexible when adjustments were required or circumstances were chaning. Despite the project's challenging timeline and scope, Benjamin demonstrated dedication and competence, delivering high-quality results within the specified timeframe.
His adept combination of research craftsmanship and amiable personality traits makes collaborating with him both enjoyable and efficient."
- Andreja Stravinskaite, Research Manager
