Sending an image via
OLX chat
Project goal:
Clients did not use OLX chat to communicate and always escaped to other chat applications. This habit is considered bad because he exposes itself to potential scammers, as it does not have the support of the company. For OLX, it is bad because there is no visibility of sales liquidity.
UX research
UI Design
Prototype
Data Analysis
Part 1
As soon as I arrived at the messaging squad at OLX Brasil, I did an exercise with real platform users to identify the main opportunities for OLX chat. We knew that it was not used by our customers because they thought it was old-fashioned and lacked features that helped with their negotiation (C2C classifieds purchase).
Part 2
Quantitative and Qualitative user research
In order to understand which is the preferred way for our users to contact each other for negotiation, we carried out quantitative research through hotjar. We wanted to discover the main reasons for evasion for other communication platforms, such as Whatsapp that is very popular in Brazil. OLX as a business had the intention of keeping the customer on the platform in order to have liquidity control. In addition, by remaining in the website's chat, the customer had OLX's support to avoid being scammed.
Qualitative questions:
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How do you prefer people interested in your ad CONTACT you? [seller question] / How do you prefer to contact the seller? [buyer question]
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OLX Chat
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SMS
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Whatsapp
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Phone call
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Others
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- Why do you prefer this form of contact? [open answer]
Quantitative phase
After a thorough qualitative analysis, I narrowed down the poll so that I could map out the main reasons our users have for leaving the chat for other platforms. This survey had the most quantitative bias, with around 31k responses
From this analysis, we concluded that the main abandonment vectors had to do with the response rate and the sending of attached media.
At the time, we had not yet delved very deeply into the subject of response rates and we had many open hypotheses. For this reason, we decided that it would be easier to test sending images through the OLX chat.
Part 3
Hackday
As our messaging team was new to OLX and we already had a roadmap for the current quarter, we decided to organize a hackday with the team so that we could make mistakes quickly and test how much we would have adherence to the new feature.
Hackday results
User validation
Qualitative research with 6 users based on a remote usability test
Prototype in Figma for sending images was a success and every user was able to send and receive images
We identified improvements that were mapped to future product implementations and included in the team backlog
The research analysis was done involving developers, product managers and leaders of OLX
Rollout
For the launch of the new feature, we chose to start with a Brazilian state that had little fraud and few chats started. In this way, we have better control of the sample in case we have a technical problem and we can work with our analysts to analyze images as well.
+51%
more interaction in chats with image than "normal" chats
+30%
of ads that had image in chats were marked as sold
