Website 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
Users - Brainstorming
Below are some findings about the users, they already had a mental model of classified ads.
checking or posting in classified ads
online browsing/computer
other online classified ad sites
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
Primary users – users searching
Secondary users – users posting ads
Tertiary users – family and friends of users, companies associated w/primary users
91% are in the United States
70% have a household income of 50K+
70% aged between 25-54
easily & efficiently find what they are looking
post an ad

The Discovery
Problem - Brainstorming

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
Consistency

Fitts' Law

Navigation

Visibility

Validation

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

