 four parts. I will tell you the story a little bit more introduction about what Allegro actual is and the second part I will tell you about our clients our users because we have two groups basically buyers and the sellers and then I will show you the seller journey on our platform and of course I will give you some key learnings from our research and from our studies and firstly I will start with Allegro overview one year ago actually on that event my two colleagues from my team were here I told you the story about Allegro from the perspective of the buyers so I will give you only a few points because if you want to know more you can reach for their presentation it's available on the YouTube so Allegro is the biggest e-commerce platform in Poland actually we don't have any big competitors of course e-buy Amazon are available in Poland but they are not supporting Polish market so we are launching the 1999 we have a lot of registered clients and more than 100 million offers and just to give you a little bit perspective Poland is quite small if we compare that to India so we have like 38 million of citizens so we have more than a half users which are registered to our platform so we have really big reach and the other side is that we have a lot of we have thousands of sellers who are cooperating with us to listing the products and offer their services to a lot of clients in Poland so we have buyers and I will not cover that story today because I will tell I will focus only on the seller as this is quite of my work and my specialization so just to give you a little bit perspective if we talk about the buyer journeys we want to make it as easy as it possible but like we have three main points and right now I don't want to tell about the awareness habits and all of the psychological factors I will just focus on the behavioral actions on the platform so we will have only like three steps or if we want to be more specific we have like five because we need to register we need to set up some account then we need to looking for some products and in the end we have some checkout process but if we're talking about the seller journey we have much more steps that need to be covered to be a partner or the marketplace or on the platform so become we have registration I can set up we have creating the office and we have to do something to be more visible because we have a lot of competitors we have offer we have offer management so we need to edit some offers or placing the new one we also have like some transaction service then we have delivery process and of course a lot of readers and complaints which is like big part of being merchant and selling to the customers online and of course we have the new products and it's not actually the end of the story because if we will talk more specifically about creating the office it's not only creating the office because you need to be very very focused on that because you need to prepare photos you need to prepare some kind of description it need to be very clear and both a little bit sexy just to give the people good impression about your product then we have to set up some delivery methods and this is the very important factor because it depends from the category which are you selling because there are different methods for selling the clothes and shoes and different for selling the cars for example yeah so this is like very tricky and people who have like big assortment with a lot of different products need to figure out a good way for logistic process so it's like a lot of the steps which we need to be covered and to complicate it a little bit more it's not only about the using internal tools it's also about using external commercial tools or even some merchant seller could set up his own environment and connecting by API with the e-commerce platform which making that experience even more difficult and of course they are like different because of the assortment and products which they are selling which is also very tricky so just to compare we have like two journeys and if we want to be even more specific with the bias like the service is much more complicated so it's like we need to be more focused about that and discover a lot of their problems and now I have questions for all of you I know that most part of that conference are designers but who ever I mean like ever conduct any kind of study please raise your hand okay so it's quite a few of you so I want to tell you the story how it's how it looks in Allegro because I don't want to tell you about the research method it's like a lot of wonderful materials already on the internet I just want to tell you tell you about the speed I I made because we talk about the qualitative studies I think that's the perfect to get the knowledge about the user to build an empathy if we want to just really deeply understand how user behave and about the motivation about the needs it's the perfect methods and I think everyone could use them and no one should afraid just to reach for that methods but if we have quantitative and basically if we want to have some very important decisions or generalized conclusions I think that's the perfect methods just to base on that bigger data on the bigger data set so I think like the qualitative studies are for everyone and this bigger one it's also implicates some kind of responsibility some people need to be aware of that process and aware of that method because there is like a lot of points which we need to be sure about for example of relevance significance of our results so I received this kind of task to Allegro came new CEO actually previously he worked for Amazon and he said okay I don't know anything about the seller please please prepare me some kind of report and research with main problems needs we just want to design a new strategy for the sellers so it was quite a good study and we had like the for all of you probably know the double diamonds and the levels and steps and designing process but actually to make it a little bit easier I like mentioned like that we have strategy when we want to ask the question what we should do in the future then we have like the exploration when we want to actually answer the question what we should do and how and then we have like testing monitoring like over again and over again so we have like all of that steps in that process because we need to not only thinking about that very important business decisions but also about user problem and usability so we have like for people for person who work for that project I was I was responsible for coordinating that process but all of us need to have his their own insights for the recommendation because the final product it's supposed to be recommendation what we actually can do for the service to make their experience better and also our business bigger because as you know we cannot like split that and talk independently about users without business especially if we talk about the sellers so all of us need to have to share them experience their knowledge and build a recommendation and that was quite the tricky because of course and big e-commerce platform there are a lot of international teams but the case was that all of us had kind of leading position so we were like quite strong personalities with our own with our departments and we had we had to be very focused on our daily jobs so it was quite challenging to cooperate that works and we had like for four main stages firstly we conduct like desk research so like starting to getting the knowledge from different departments and it was customer experience it was not only technology and research team but also marketing also commerce reports just to be more into all of that data and have like big picture about our sellers then we have like the measuring phase when we use all of that factors and scores like CSAT like CS customer effective and you know that all very standardized methods they all very we could give some structure to our data with that and it was very important but also we have some kind of historical data so we can't so we could see some changes on quarters and years so we can do some new recommendation based on that then we have of course analytics and we have a lot of data on our grow we have data analysts we have data scientists data engineers so it's like a lot of roles which are focusing on data making recommendation and build some algorithms so we had like big scale we had objective data and we use like user behavior patterns so it was quite important for us to have that big perspective which is kind of objective for sure more than qualitative study user testing and interviews so it was very important part for our CEO for the business and for the commerce teams it was all very good and useful I think especially in our task and then we have like the synthesis and we need to prepare the final report and it wasn't very easy because we need to cooperate for different roles then we have like completely different insights we have a lot of knowledge like I thought that I could read and read over again it was so interesting but it was you know and never ending story and we need to stop that process and start to work on the insights and making the results so we were working the real time because we are from different cities we were working on the one presentation one dog and G suit on slides then finally we set up final report after one and a half month and was quite good I think we don't had a lot of time we didn't have a lot of time but we actually somehow we did that but you know and we received that message good job yeah it was it is really solid material but something is missing please start over again and that was like the breaking point I was like very angry sad on myself become quite ambitious you know it was like really a lot of hours the late hours to preparing that material to analyzing speaking with all of the people and then we received that message that we need to start again of course we didn't delete all of that work all of that research but actually we need to start to think again about how to analyze that results and how to build and design that strategy and recommendation so we did that I was like asking a shutting and now you can see why I'm researching that design and I'm quite very basic with my drawing skills and so we had you know a lot of that data analytics with t-shirt score and PS we had views we had heat maps a lot of that of course we analyzed also our income and we like split that on allegro tools steps and you know it was all very important it was kind of objective like this kind of data supposed to be good for our CEO and for our city or for all of that management but we are missing that point why because you know during that process actually we didn't do any new qualitative studies new interviews new focus groups because we based on desk research so we just were I think a little bit out of user perspective here because we was thinking about only that objective data's about analyzing a lot of different sources and I think we were missing that very user point of view so I think with that strategy is like it was very tricky and we supposed to use very different methods and I always thought that if we talk about recommendation for you know managers directors CEOs like that quality quantitative data will be the best because they're objective and we can we have like big scale big picture and it's like maybe the easiest and also the best way for making recommendation and making decisions so this is one way and of course I think decision should be based on quantitative data on that big scale and it's supposed to use a lot of different sources but if we're talking about designing strategy it's impossible without qualitative studies about talking with the users about meeting with them about making the connections yeah yesterday actually Nick Nick had great talk about making the connections like very important also here that it's impossible to build that good experience without cells without talking with them and you know this is quite tricky because you know buyers are very happy buyers are very engaged into the platforms because they don't have a lot of responsibility which implicates using the platform because you know they buy they buying something they had their own credit card and it's like over but if we talk about the sellers it's much more complicated because reaching that group is very hard and it's not very easy because you know when we start to speak with them they usually rate the whole platform the whole services and they're really focused about our fee about the money because you know they need to share their income with us because we have success fee because they had to promote and they pay us for that because you know we have business so we need to earn the money and actually it is always the first point when we started to talk with them and it's like very hard to discover and you know to set up that the whole discovery process because it takes really long time they are very angry usually they're like busy busy they also don't have any time for that any space because they're like feeling very busy they had like you know hundreds of thousands of buyers and transaction every single day and they need to manage that and for them also being a part of Allegro is a duty it's not a fun anymore so you know it's like when they are meeting with us sometimes they have like her own their own list with the problems and needs like okay I want to tell you this and this I want to ask you about that and that and it's really hard to follow the instruction follow this scenario because they actually want to speak not they'm not very standard as a standardized subject of the study and I think here it's like very important that we need to have like an additional time I have a lot of plans about what we actually want to do with that people because there will be completely different scenario when we are actually meeting them because it's not always like we have okay do this and this like please sign or use that tools because they always will talk about the fee about the final show problems about AP problems API problems so it's like very important to have like different scenario for that interviews for that meetings for that studies as they shouldn't surprise us so my key learnings are that sellers are as as important as buyers their life is actually much more complicated and of course they are like part of our business we they like sharing with us their incomes we have like success fee we have a lot of difference fee for promoting and others we need to build an empathy and understanding for that group because it's very important I think it's like the game changer because it's not only for us as the researchers as technology teams it's also for business because they can get like bigger picture and perspectives and I think it's impossible to improve marketplace experience without the sellers because if we do something which should be make life easier for the buyers probably the cost is in the sellers group because it's like vanishing to the air someone needs to cover that actions and both it could be the platform it could be an allegory commerce platform and or it could be sellers so sometimes they are like the cost is for on their sites and I have like the few sensation here like people actually don't use products because they look great because but they like focus on the results about solving their problems about addressing their needs so it's not like okay this is like beautiful UI they actually use some of some tools because we like addressing their needs their desires or their problems and if we will not address that if we will not find a solution probably they will manage another way so it will not make a recommendation and conclusion from the meeting with them probably they just change the platform and they will go to the another place because people always will figure it out how to sell and how to actually react and I think that's one of the most UX powerful tool is empathy especially for this kind of users because they are not very easy because it can build a bridge between commerce business expectations and user experience I think it's like the game changer sometimes we are doing like something like shadowing and people from commerce can go to the place where the seller is selling to see how logistic process it looks like how they pack their packages how they meeting with the delivery partnerships and actually it's like very important like like building empathy and showing that other perspective is like very game changing especially and the very dynamic business because you know e-commerce and marketplace platforms are focused on earning the money so sometimes there is like temptation that business is a little bit it's important and it's very important to show them the perspective of the user especially the seller and the third one we are not talking about the interfaces about the platform but also about the whole service so it's like service design not only UX design because we cannot speak and we cannot speak with them about only their problems with the products it's always about the business about the service which is behind that and when it's like maybe a little bit hidden but we should be focused on this and we should remember because you know it's not any more user experience if we talk about the selling about the merchants about the marketplaces it's about whole service design okay so thank you very much it was very nice to speak to you