When it comes to an online marketplace for buying or selling cars in Australia, GumTree was lagging behind two other well-known brands. To increase its market share, GumTree needed to provide value-added features that would increase its game. 

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Concepts were developed and we needed to validate these with markerplace sellers. 

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Process

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I led the UX research into product concepts that GumTree was considering launching. Out of a total of 5 products, we needed to narrow down to two that could move into delivery.    

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Customer Insights and Ideation

I partnered with design teams based in Canada and Germany to take what were essentially "napkin ideas" and build out and execute concept testing locally and translate findings into a shortlist of products that satisfy customer behaviors and motivations. 

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Using remote unmoderated testing, I tested the concepts with 12 people that had sold a car within the past 6 months. The objective was to evaluate the likelihood of using each of the concepts if they were to sell another car.  

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