Greenchic

[2021]

My role as a Product Designer at this second-hand startup involved supporting and optimizing the customer acquisition funnel, maintaining a high customer retention rate by collaborating with Customer Care to address user issues and product needs, and continuously evolving the product vision. Unlike a traditional peer-to-peer marketplace, our platform enabled users to sell their clothes to GreenChic (before Armadioverde) in exchange for a virtual currency called “Stellina,” which they could use, along with additional money, to purchase other items on the platform.

Greenchic product page for a Stradivarius dress

Delete pain points

Product improvement didn’t happen all at once. It was done step by step. Small features were updated or added based on needs and clear UX analysis, which included watching how customers and potential users used the product.

Pain point map organised by severity, built from customer feedback — Pain point mapping based on customer feedback, reviews, and CSAT.

Before and after comparison of the critical Greenchic screens — Comparison of critical screens and improvement

New product

At the same time, I conducted a long-term review of the entire Desktop, Mobile, and Hybrid App experience (which did not yet exist). I extended the rebranding into a new design system to elevate the perceived value of the company and product, making it more premium, elegant, refined, and fashion-forward.

The goal was to gradually shift customers toward a segment more attentive to details and less focused on fast-fashion products.

Full set of Greenchic mobile screens — Mobile full experience

Map of the funnel touchpoints across the Greenchic experience — Funnel touchpoints