Website Redesign

Craigslist Redesign

Craigslist Redesign

Project Brief

The project required cross-function team collaboration for a design sprint exercise. The goal was to find issues on the Craigslist website and recommend a redesign.

Responsibilities

UI Design, Ideation, Prototyping, Interview Note Taking

Tools

Adobe XD, Photoshop, Illustrator, Keynote

Introduction

A design sprint is generally a one-week process for answering critical design questions through design, prototyping, and, testing ideas with users/consumers. A design sprint includes not only the designers but everyone else assigned to the project whether it is marketing managers, researchers, or developers. Working together in a sprint, you can shortcut the endless months of time into a single week.

This Craigslists redesign was a school project where the students have to choose a website and perform a sprint for a week and present it to the class with recommendations and prototypes. The sprint included six students, a mix of designers and researchers. The process followed brainstorming, designing, evaluating, and providing recommendations with prototype designs.

About the project

What is Craigslist?

The purpose of Craigslist is to be an online version of the classified section of the newspaper. There are a couple of articles on why Craigslist has a near-perfect design http://vanseodesign.com/web-design/craigslist-aesthetics/ and traffic information on Craigslist https://www.alexa.com/siteinfo/craigslist.org. During the research, the team found some interesting facts about the usage and stakeholders.

My Role

My role in this design sprint was to lead the UI design effort that included the final designs and redesigns, develop sketches with the help of teams' input, make the prototype, and make sure they are ready for user testing. I was also responsible for clearly documenting and reporting the user testing findings.

The Challenge

— TIME CRUNCH

Redesigning an established website like Craigslist comes with a number of challenges, working with a small team on a design sprint format makes the challenge pool bigger with the time constraint. Given the limited time frame, we needed to prioritize which aspects of Craigslist to focus on for redesign. Determining the key pain points or areas for improvement requires careful consideration and collaboration with stakeholders to ensure the most impactful changes are addressed.


The team was well aware of the challenges from the beginning of the project, we knew the time constraints will present issues like limited user research, limited data availability, less time for iteration and testing, and many more.


Craigslist had a unique challenge of visual overhaul vs familiarity, redesigning Craigslist would involve finding a balance between modernizing the visual aesthetics and maintaining the familiarity that users associate with the platform. Users might be resistant to drastic changes that deviate too much from their accustomed experience.

To address these challenges, it was essential for the team to establish clear project goals, align priorities, and leverage the team's cross-functional expertise to maximize efficiency and collaboration. Regular communication, setting realistic expectations, and maintaining a focus on the most critical improvements would help overcome time limitations and deliver a meaningful redesign within the given week.

The Approach

Brainstorming

Usage and Stakeholders


• Site ranks 12th in terms of top sites in the United States.

  • Ranked 83rd globally.

  • Compare to other sites, traffic to the site steadily declined in 2016.

  • Stakeholders: Founders, employees, other companies, community members, family, and friends of other users.


Positive aspects of the current Craigslist design


• Spacing- Text is set apart in blocks.

  • Feedback – obvious links and feedback given for links.

  • Affordances for the links exist.

  • Recognition vs. recall incorporated with the use of links.

  • Good visibility – grouping done logically.

  • Mental models and conceptual models match.



Usage and Stakeholders


• Site ranks 12th in terms of top sites in the United States.

  • Ranked 83rd globally.

  • Compare to other sites, traffic to the site steadily declined in 2016.

  • Stakeholders: Founders, employees, other companies, community members, family, and friends of other users.


Positive aspects of the current Craigslist design


• Spacing- Text is set apart in blocks.

  • Feedback – obvious links and feedback given for links.

  • Affordances for the links exist.

  • Recognition vs. recall incorporated with the use of links.

  • Good visibility – grouping done logically.

  • Mental models and conceptual models match.



Usage and Stakeholders


• Site ranks 12th in terms of top sites in the United States.

  • Ranked 83rd globally.

  • Compare to other sites, traffic to the site steadily declined in 2016.

  • Stakeholders: Founders, employees, other companies, community members, family, and friends of other users.


Positive aspects of the current Craigslist design


• Spacing- Text is set apart in blocks.

  • Feedback – obvious links and feedback given for links.

  • Affordances for the links exist.

  • Recognition vs. recall incorporated with the use of links.

  • Good visibility – grouping done logically.

  • Mental models and conceptual models match.



Users - Brainstorming

Below are some findings about the users, they already had a mental model of classified ads.

Previous Experience

Previous Experience

Previous Experience

  • checking or posting in classified ads

  • online browsing/computer

  • other online classified ad sites

Their story: they want to

Their story: they want to

Their story: they want to

  • look for a job

  • buy something

  • sell something

  • find a provider of service

  • discuss something

  • attend something

  • have social interaction

  • find out what’s going on in the community

Categories of users

Categories of users

Categories of users

  • Primary users – users searching

  • Secondary users – users posting ads

  • Tertiary users – family and friends of users, companies associated w/primary users

Demographic

Demographic

Demographic

  • 91% are in the United States

  • 70% have a household income of 50K+

  • 70% aged between 25-54

Users' goal

Users' goal

Users' goal

  • easily & efficiently find what they are looking

  • post an ad

The Discovery

Problem - Brainstorming

We categorized the problems with aligned design principles:

Affordances, alignment, branding, cognitive overload, color, conceptual design, consistency, constraints, feedback, Fitt’s law, Gestalt principles (proximity, symmetry, similarity, figure-ground, continuity, closure), grid structure, gulf of evaluation, gulf of execution, highlighting, mapping, metaphors, navigation, recognition over recall, typography, visibility, visual grouping.

The current site lacks visual design/appeal. The site also lacks consistency with respect to navigation and typography.

Affordances, alignment, branding, cognitive overload, color, conceptual design, consistency, constraints, feedback, Fitt’s law, Gestalt principles (proximity, symmetry, similarity, figure-ground, continuity, closure), grid structure, gulf of evaluation, gulf of execution, highlighting, mapping, metaphors, navigation, recognition over recall, typography, visibility, visual grouping.
The current site lacks visual design/appeal. The site also lacks consistency with respect to navigation and typography.



Early Sketches or possible solutions

Best solution

The Redesign

— HOW WE GET THERE

The team prioritized 4 main design principles that were obvious and seemed urgent to solve for the redesign.

Selected redesign concepts applied to redesign

Med-fidelity prototypes

  1. Consistency

  1. Fitts' Law

  1. Navigation

  1. Visibility

Validation

— USER TESTING

— DESIGNING FOR
DISCOVERY

User Testing - Participants Demographics

  • All students- 4 participants.

  • Previous experience with Craigslist

    • 2 - Familiar

    • 1 - No experience

    • Prior experience

  • Age

    • 3 - under 30 years old

    • 1 - 30+ years old

  • Gender

    • 1 - Feale

    • 3 - Male

User Testing - Use Case Scenario

  • All users were assigned the same set of tasks for each site.

  • The users were asked to locate on the site where to:

    • Post an ad for the sale

    • Find a particular type of job (e.g., web designer, government)

    • Find a particular item category for sale (e.g., jewelry, auto)

  • Afterward, the users were asked several questions about their user experience.

User Testing - Questions

  • What is your previous experience with Craigslist?

  • Overall, how easy did you find the website to use?

  • Using a scale of 1-5 with 5 being exceptional, how would you rate the site overall?

  • Would you recommend the website to a friend?

  • What do you like best about the website?

  • What do you like least about the website?

  • What improvements are needed?

The Imapct

Result Comparison

User Feedback

  • Much better! Easy to see, visually very good.

  • No stress to find items.

  • I like the colors, the grouping, and the organization.

  • Looks more professional and organized.

Recommendations

  • Make the font size larger for the subcategories.

  • Have animation instead of static pictures [re: categories for buttons].

  • Have a drop-down list of the subcategories.

  • The label for creating a post needs verbiage change and visual emphasis.

The Iterative Redesign

Vivek Parganiha

parganiha.vivek@gmail.com

© 2025 All rights reserved

Vivek Parganiha

parganiha.vivek@gmail.com

© 2025 All rights reserved

Vivek Parganiha

parganiha.vivek@gmail.com

© 2025 All rights reserved