Client: Vinted | Year: 2023
Context
Vinted, a dynamic online marketplace, ventured into shipping services with the launch of Vinted Go. However, rapid growth led to naming inconsistencies, hindering effective communication. To address this challenge, Vinted aimed to refine its brand identity and naming conventions for Vinted Go. Collaborating closely with the Director of Design, ResearchOps Manager, and content designer, I conducted a UX research study to enhance brand communication and clarify the value proposition of Vinted Go.
Vinted, a dynamic online marketplace, ventured into shipping services with the launch of Vinted Go. However, rapid growth led to naming inconsistencies, hindering effective communication. To address this challenge, Vinted aimed to refine its brand identity and naming conventions for Vinted Go. Collaborating closely with the Director of Design, ResearchOps Manager, and content designer, I conducted a UX research study to enhance brand communication and clarify the value proposition of Vinted Go.
Goals
The primary goal was to facilitate clear communication of products and services under Vinted Go while conveying their value proposition. We tested two concepts: one emphasizing brand consistency, and another one highlighting distinct offerings. Our research aimed to determine the most effective product/brand structure, perception of Vinted, and optimal naming conventions.
The primary goal was to facilitate clear communication of products and services under Vinted Go while conveying their value proposition. We tested two concepts: one emphasizing brand consistency, and another one highlighting distinct offerings. Our research aimed to determine the most effective product/brand structure, perception of Vinted, and optimal naming conventions.
Methods
Qualitative user research involved 11 interviews with participants in Paris, thoughtfully recruited internally for diverse perspectives. Interviews focused on brand perception, naming preferences, and value proposition.
Qualitative user research involved 11 interviews with participants in Paris, thoughtfully recruited internally for diverse perspectives. Interviews focused on brand perception, naming preferences, and value proposition.
Outcome
Through collaborative efforts, the UX research study yielded insightful outcomes that significantly impacted Vinted Go's brand communication strategy. By synthesizing participants' reactions to the concepts, we gained a nuanced understanding of their preferences, concerns, and interpretations.
Through collaborative efforts, the UX research study yielded insightful outcomes that significantly impacted Vinted Go's brand communication strategy. By synthesizing participants' reactions to the concepts, we gained a nuanced understanding of their preferences, concerns, and interpretations.
These insights directly informed the development of a clear and coherent brand identity for Vinted Go, ensuring that users perceive and resonate with the value proposition of each service. Participants' feedback shaped the refinement of naming conventions and provided guidance on how Vinted should be integrated into service names.
Furthermore, the research's impact extended beyond naming conventions, enhancing Vinted's user experience and communication consistency across its expanding array of services. The study's outcomes were integrated into Vinted's long-term strategy, enabling effective user communication as Vinted Go continues to 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
"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
