Providing business owners a secure and reliable refurbished marketplace

Overview

HKers love electronic gadgets. Inspired by having the trendiest devices, HKers are always changing the latest device. A study conducted by GOV.HK shows 47% of the participants said they will buy a new phone every 1-1.5 years.This creates excessive products that have a high resale value, the owners sell them on P2P marketplaces and forums but the process takes days or even weeks. Sellers are annoyed by the inefficient manual process.
Our client would like to create a platform for users to trade-in their second hand electronic devices in exchange of incentives. Users get paid in vouchers and the client then sells the device to their partners.
Our job is to create an intuitive way to guide users throughout the trade-in process and make sure they can successfully trade-in their devices and fully experience the benefits of the program.

The challenge

There is no standard grading of a secondhand device, sellers set a price based on their expectation and they go through a tedious negotiation process with the buyers to agree on the final offer. As the sellers have no subjective assessment of the value of their electronics, they often find the counteroffer to fell short from their expectation.
For devices that also store personal data, people are also skeptical and insecure about potential personal data loss even though they have reset the devices.

User insights

1/10

who posted their electronics to sell online have closed a deal

2.5

weeks is the average time to sell a personal device (mobile, laptop etc)

53%

said they keep the old mobile device because they are worried about data security

Defining Target Personas

After our researches and data consolidation, we have identified 3 types of potential customers and decided that IT Dummy and Hustler would be our primary targets. These groups are more willing to accept second-hand products for an attractive cost while Smart Bean would be more likely to choose first-hand products.

Simplify User Journey by Bringing With Transparency

Reducing Information overload:
A consulting approach to help business owners map out their business needs in device purchase decision making;

Building trustworthy:
Introduce DEKRA, a professional refurbish certification to create trust;

Better information architecture:
Simple side-by-side comparisons for efficient decision making;

Enhance properly assess the quality:
Holistic performance testing with certified reports;

Reduce uncertainty:
Guaranteed warranty period with the option to extend the warranty.

The key to product success lies in changing the negative perception of trade-in by creating trust, efficiency and delight.

Trade-in In Less Than 3 Minutes

We created a well guided and effortless onboarding journey to minimize the natural resistance in selling personal items. Users complete a trade-in in less than 3 minutes, and they get rewarded with digital vouchers to redeem immediately.

Manage Expectation Through Well-guided Process

We manage the users’ expectation on the trade-in value through well guided device grading process and transparent grading criteria information, removing the doubt on evaluation.

Amplify The User Delight

Showing user the social benefit they created through trading in their devices. Users see real-time data on the environmental saving from the trade-in activities they did and they can easily invite friends and families to team together, passing the positive impact on to more people.