Discovery at Vinted (new categories case study)
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Case study of new categories introduction at Vinted. It illustrates how discovery process looks like from having a business problem to implementation to the next steps.
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Discovery at Vinted (new categories case study)
- 1. SPEAKER Tautvydas Gylys New categories case study
- 2. From problem to idea to implementation to results to next steps
- 5. Improve business model GMV/AU New categories Problem KPI Idea
- 6. Starting point Vinted Women clothing Vinted Women lifestyle Vinted Lifestyle
- 9. What categories? Top categories Women fashion Home decor Kids Men's clothing DIY / Crafts Beauty Electronics Sports goods Books, magazines Would buy SH on Vinted Women fashion Home decor Beauty Men's clothing Kid Electronics Books, magazines Pet supplies Sports goods None, leave Vinted as it is Overall buy SH Women fashion Home decor Books, magazines Men's clothing Sporting goods Electronics Kids Pets supplies Beauty 40% 38% 33% 23% 20% 20% 12% 11% 17% 66% 61% 48% 44% 42% 41% 27% 26%
- 10. Categories potential ~30% ~200% External teen spending research Internal research US
- 12. Jun 1 Brief research Jun 15 Vision
- 13. Next step: women lifestyle Women clothing Women lifestyle Fashion focused +Top lifestyle categories Lifestyle Lifestyle focused +Personalisation +All lifestyle categories SH marketplace +Everyday categories More than clothes define who you are Help others discover SH for lifestyle Enjoy more by saving on necessities
- 14. Small electronics Women fashion Home decor Beauty Men fashion Babies
- 15. Browsing experience Women fashion as a core Listing experience As easy as selling women fashion Upload form Transaction experience As easy as selling women fashion Shipping, return and refund Product vision:
- 16. Branding & Communication vision: Launch Communication Explain the story behind new categories Categories set Reflect our community and chosen branding positioning Product Communication Minimum changes
- 17. Branding & Communication vision: Launch Communication Explain the story behind new categories Categories set Reflect our community and chosen branding positioning Product Communication Minimum changes
- 18. Jun 1 Brief research Jun 15 Vision Jul 1 Brand & Merchandising
- 19. Categories fit
- 20. Launch phases
- 21. Jun 1 Brief research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch
- 22. FR launch short term goals + 6.9% 0 7500 15000 22500 30000 week 0 week 1 week 2 week 3 Estimate Actual 1750 3500 5250 7000 week 0 week 1 week 2 week 3 Estimated Actual Listings per category GMV per category
- 23. Jun 1 Brief research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch Sep 1 Launch
- 24. Global GMV/AU 0 % 1 % 2 % 3 % 4 % 5 % 6 % 7 % 08-16 08-30 09-13 09-27 10-11 10-25 11-08 New Categories GMV/AU Share % (Forecast) New Categories GMV/AU Share % (Fact) CZ FR US+UK HOME VISIBILITY
- 25. 0 ,06 ,12 ,18 ,24 0,3 ,36 ,42 ,48 ,54 0,6 I love it! Would love it, if content improved Don't care Don't like 4 % 21 % 19 % 56 % 2 % 18 %19 % 60 % UK FR Members love new categories
- 26. Jun 1 Brief research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch Sep 1 Launch Improved business model by increasing GMV/AU