E-com
Mobile app
O!Market features redesign
My role
Features redesign (research, user scenarios, design, documentation)
Team
UX/UI designer (me), product managers, UX writer, Web developers
Product
Problem
Initially, O!Market was a C2C ads platform with a rapidly growing B2C direction, that required special approach and renovation. The design was old-fashioned and needed full reconstruction and revision.
The product had its own particular designer. I joined the project to support the team and ensure we delivered the work on time. So, as a part of total redesign I was in charge of profile section, including user's orders, favorites, notifications and reviews.
Goal
FOR USERS: receive clear delivery statuses, get clear information related to marketplace orders
FOR BUSINESS: divide C2C and B2C, refresh brand identity, reduce support inquiries related to order statuses
Success metrics
Since these sections did not have a direct impact on conversion, I would track the following indicators:
Support inquiries related to order statuses
Users returning to “My Orders” for tracking
Challenges
O!Market is a webview service inside SuperApp, so it has its features and difficulties. Moreover, there were a lot of files with the screens, that no longer existed in the app, so it was hard to navigate.
Research
I conducted a competitive analysis to identify key pain points and structural weaknesses within the marketplace experience. I synthesized the findings into a structured analysis and presented clear improvement opportunities to the product managers.
The proposed product improvements were positively received, prioritized in the backlog, and several of them were later implemented in subsequent iterations.
New profile and notifications
I restructured the old profile section, because it was oriented on C2C, created new components using new design system. divided the section into several subsections: profile settings, favorites, orders, reviews, personalised picks such as "you've watched" and "for you", notifications, FAQ, support, documents.
Orders
The whole design of order statuses was shabby and old-fashioned. There were a lot of order statuses and it was difficult for the user to navigate through them. I reduced them from 8 to 4 and illustrated all the steps with minimalistic icons:
— awaiting payment
— in progress
— in transit (for courier delivery) / ready for pick up (for pick up points option)
— order recieved
I also refined the Order Details screen by improving its visual hierarchy and structural consistency. The confirmation code was made more prominent to increase clarity at the point of delivery, and the overall layout was reorganized to create a clearer, more structured experience.
Favorites
The Favorites section was originally focused on C2C interactions. I redesigned the empty state to make it more engaging and conversion-driven: introduced a friendly cat illustration to add personality, added a clear CTA leading to the catalog, and incorporated a personalized recommendation feed to help users discover relevant items.
Reviews
I designed the reviews section along with the end-to-end review submission flow, ensuring a clear, intuitive experience from writing to publishing feedback.
Results
Order history adoption increased trust and repeat purchases
Reduction in support tickets related to order tracking confusion
The order statuses were reduced from 8 to 4, and made it easier to navigate
O!Market Figma files were restructured and renovated
C2C and B2C parts were finally divided from each other
The reviews are still in development