Chrono24


An app redesign for the world's largest online marketplace for new and used watches.


iOS Mobile App / UX case study

Chrono24 Banner.jpg

Role

Researcher / UX Designer / UI Designer

Timeframe

5 weeks

Tools

The Challenge

Choose an app I enjoy using and improve it through my first case study.  

As a horology nerd, I love using the Chrono24 iOS App, frequently using it to research, buy and sell watches.  However upon recommending the app to some friends a few problems become evident.  I wanted to see if anyone else shared the same problems, so I used this opportunity to learn the UX design process by improving the app through my first case study.

Goals

Personal

 

  • Learn how to conduct and analyse user research, create flowcharts and wireframes, design through Figma.

Redesign

  • Design a more seamless search function by creating a more intuitive user interface

  • Back up my assumptions with data by conducting research and user testing.

Understanding the Company

Chrono24 is the world's largest online marketplace for buying and selling luxury watches. The company has been around since 2003 with its app launching in 2017.  It provides users the ability to research, buy and sell watches from anywhere around the world.  At any one time Chrono24 has 400,000 listings from approximately 3000 commercial dealers and 20,000 private sellers.

Process

Assumptions

Based on online reviews and discussions with friends and colleagues, I found 2 main areas of user frustration. 

#1. Overload of features and information on the homepage

The home page appears to have no hierarchy, flow or any clear call to action. The 4 different search functions are mixed together with news articles, recommendations and previous searches.  This is overwhelming and distracting, and makes it difficult for users to know where to even start.

#2. Searching for watches using the Chrono24 iOS app can be confusing

With so many watch brands, models and specific differences, users find it difficult to find exactly what they are looking for. The number of results are intimidating, driving the users off the app completely. 

User Research

 Objective:  To validate my assumptions and find any other pain points. 

The previous assumptions were made through discussions with people I knew and had recommended the app to. However, to make sure the research was as unbiased as possible, I interviewed 10 users, both new and experienced.

Target Audience Demographics

7 males and 3 female users

Among the 10 users I interviewed, there were 7 males and 3 females.  This division represents the luxury watch market as a whole which is roughly split  70% male to 30% female.

Age range between 25-45 years old

The two largest groups by age are those aged 25-35 which account for between 50-60% of the luxury watch market and secondly people aged 36-45 accounting for around 30% of the luxury watch market.

Current users and new users

The two largest groups by age are those aged 25-35 which account for between 50-60% of the luxury watch market and secondly people aged 36-45 accounting for around 30% of the luxury watch market.

What I learnt....

Assumption

Overload of features and information on the home page.

Validation 

  • 100% used only the Search box as their method to search for watches.

 

  • 90% of users felt that the other search functions were not relevant to them.

 

  • The most common word to describe the apps homepage was “cluttered”

 

  • Features that were not used by any users - Top Model search, Top Brand search and Virtual showroom.

Searching for watches using the Chrono24 iOS app can be confusing.

  • Without the knowledge of specific watch reference numbers users found it was difficult to refine their searches.
     

  • 75% of new users did not find what they were looking for. 
     

  • Users found the amount of inventory can be overwhelming.​
     

  • 20-30% of users left the app at some point because searching became too challenging.

Validated Personas

“I’ve noticed some nice watches around the office, I think I’ll have to look into getting one for myself”

Lance the Lawyer

Demographic

 

Male

Age:  30

Occupation:  Lawyer  

Location:  Gold Coast, Australia

Income:  75k

Needs & Goals

 

  • Needs to express her own personal style 

  • Doesn't have time to shop in store 

  • Status is important

Behaviours

  • Works 9-6, and most weekends

  • Loves to go swimming each morning 

  • Money conscious

“I’m searching for my perfect vintage Rolex GMT 1675 ”

Danny the designer

Demographic

 

Male

Age:  34

Occupation:  Furniture Designer  

Location:  Sydney, Australia

Income:  110k

Needs & Goals

 

  • Needs to express his own personal style

Behaviours

  • Works 9-5  

  • Loves art, design & appreciates great craftsmanship

  • Loves to indulge

  • Detail orientated

Problem Solving

Problem #1

 

Only one of the four search functions is actually used.

Through my user research, I discovered that out of the four search functions available, only one was used. As soon as my users opened the app, 100% of them went straight for the search box and ignored the other search functions.  It didn't matter if they were first time or frequent users. The only exception to this was when users were returning to a previously saved search.

Solution 

Simplifying the homepage

I removed the unused search features, and increased the size of the main search bar to give it a stronger hierarchy. 

By removing ‘Top Models’ and ‘Top Brands’ I was able to bring more attention to other features. ie Watch News, Virtual Showroom and the Chrono24 newsletter.

Removing the radiuses also gave more visual consistency across the app. 

(Scrolling down)...

Problem #2

 

Users had difficulty finding what they were looking for.

The main user pain point was not efficiently or effectively being able to find what the user was looking for.

  • 50% of users expressed overall difficulty finding what they were looking for. 

  • This was especially present in newer users with 75% not being able to find what they were looking for.  This lead to 20% of the users leaving the app altogether.

Solution 

Making 'Filters' more user friendly 

Earlier accessibility

I redesigned the 'filters' feature by making it accessible as early on in the search process as possible. (In the previous version, the 'filters' were only available after you had attempted a search). Moving it forward in the process reduces the amount of unwanted search results right from the beginning, saving time for the user and makes the final search total a lot less intimidating for the user.

Users can keep track

I also implemented 'markers' that are visible so that users can keep track of the filters that have been applied. These are visible throughout the whole search process and can be deleted and adjusted at any time. 

Visual helpers

An 'average price' sliding feature was added so users can visually understand the price range of a watch. 

I also added a live button displaying the amount of results a users will get with the filters they have selected. In the previous version, users only had this information after they had committed to a search result. This new solution saves them time and avoids them landing on a page with an intimidating amount of search results. 

Having an expanding button prompts users towards the next step needed.

User Testing

I tested the prototype with 5 of the users to validate if the problem has been solved. Here is a summary of pain points, how I resolved them and the effects it had on the users experience.

UI Design

I decided to keep Chrono24's colours, representing corporate, trust and status.

Final Prototype

Reflection

My first UX case study highlighted how important it is to gain as much user insight as possible before committing to any design decisions for an app. 

Asking the right questions is crucial

 

I found that it was useful to start with a broad set of questions to get an unbiased view from the user (that could potentially back up my assumptions). From there on, I asked more specific questions, uncovering much deeper/personal user frustrations that helped me more directly with the redesign of the app. 

Prioritise feedback 

Getting user feedback as often as possible was important in order to spend time in the most beneficial direction. 

Disclaimer

I do not work for the Chrono24 app. The views from this case study are my own and no reflection of the Chrono24 company. This project was to experience the components of a case study. As I do not work for the company, I do not have the data to generate concepts to help the business. This is why as a part of my goals, I chose to improve 3 frustrations of the user, and not to improve any company aspects (although I do believe that if you bring more value to the user, it will also benefit the company). 

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