Marktplaats started in 1999 as a digital hub for thrift shops and was acquired by eBay before the end of the same year. By the time I started (early 2015) it was the 11th most visited website in the Netherlands with 7.3M unique visitors per month browsing 9.1M new listings per month. It still remains one of the most established Dutch platforms where any person or business to buy and sell almost anything.
As years went by, ramping up advertising presence and listing prices resulted in a steady growth on revenue streams, but so did the amount of negative user feedback.
With the field of competition strengthening at the same time (eg. Facebook,, Autotrack) Marktplaats decided to transform into a more customer-centric organisation and invest in UX for the long term.
States of the Marktplaats app homescreen from when I started in Feb 2015 until I finished in Dec 2017.
Overall challenge
Main challenge was to bring the overall user experience to the next level while keeping current revenue streams intact. Our approach was to make iterative design changes towards an overall product vision, fixing the main frustraters with new features while slowly implementing a new design system across all platforms to bring a consistent omni-channel brand identity.
Evolution of the brand idenity
Introduction of Marktplaats messaging
A significant frustrater between buyers and sellers was the low response rate. We solved this by rolling out Marktplaats Messaging on responsive web, Android app and iOS app. (See related article on Dutch Cowboys: Marktplaats’ nieuwe messaging-functie blijkt succesvol)
Marktplaats Messaging for iOS
Marktplaats Messaging for Android
Marktplaats Messaging for responsive web
Introduction of the inspirational homescreen
Based on recent behaviour the 'for you' tab shows suggestions on newest listings. The 'near you' tab shows all listings sorted by distance from your current location.
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