Back Market App

What is Back Market?

Back Market is a refurbished Electronics marketplace on a mission to keep tech out of landfill.

How did Hannah Collaborate with them?

Hannah spent 3 months conducting user research to drive innovation for their e-commerce app and website. She worked alongside the designers & product managers.

Case Study 1

Improving product discovery for the Back Market App

Back market were working on re-designing the app shop page to help customers find and purchase products more easily.

Approach
I ran moderated usability sessions with 6 participants via UserTesting where users completed key shopping tasks.

I analysed the data to uncover three main usability barriers that caused frustration and abandonment.

Impact
The research led to a redesigned navigation structure, making it easier for users to find products, improving engagement and conversion rates.

Type:

Evaluative

Method:

Moderated Usability Testing

Participants:

6 🇺🇸🇬🇧

Tools:

Case study 2

Improving device care offerings

The Back Market app’s Your Devices page contains tips to take better care of your electronics. The page had low engagement and the team were looking to re-think their device care offering.

Approach
I took a mix methods approach and triangulated insights from

In depth interviews (6 participants)
Survey (1,700 participants)
Subject Matter expert interviews (3 participants)

Data was analysed and summarised in a slide deck containing insights and opportunities supported with graphs and highlight video reels.

Impact
The research revealed Back Market customers habits, attitudes and frustrations with device care, as well as highlighting key areas of misinformation.

Three significant opportunities were identified where Back Market were unquiely placed to bring value in the device care space which the team are currently ideating against.

Type:

Generative

Method:

Survey + interviews