Discovery at Vinted (new categories case study)

•

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Case study of new categories introduction at Vinted. It illustrates how discovery process looks like from having a business problem to implementation to the next steps.

Business

SPEAKER
Tautvydas Gylys
New categories case study

From problem  
to idea  
to implementation  
to results  
to next steps

Improve business model
GMV/AU
Problem
KPI

Improve business model
GMV/AU
New categories
Problem
KPI
Idea

Starting point
Vinted  
Women clothing
Vinted  
Women lifestyle
Vinted  
Lifestyle

Segmentation
Professionals
Students
Young moms

What categories?
Top categories
Women fashion
Home decor
Kids
Men's clothing
DIY / Crafts
Beauty
Electronics
Sports goods
Books, magazines
Would buy SH on Vinted
Women fashion
Home decor
Beauty
Men's clothing
Kid
Electronics
Books, magazines
Pet supplies
Sports goods
None, leave Vinted as it is
Overall buy SH
Women fashion
Home decor
Books, magazines
Men's clothing
Sporting goods
Electronics
Kids
Pets supplies
Beauty
40%
38%
33%
23%
20%
20%
12%
11%
17%
66%
61%
48%
44%
42%
41%
27%
26%

Categories potential
~30%
~200%
External teen spending research
Internal research US

Next step: women lifestyle
Women clothing Women lifestyle
Fashion focused
+Top lifestyle
categories
Lifestyle
Lifestyle focused 
+Personalisation
+All lifestyle categories
SH marketplace
+Everyday categories
More than clothes
deﬁne who you are
Help others discover
SH for lifestyle
Enjoy more by saving
on necessities

Small electronics
Women fashion
Home decor
Beauty
Men fashion
Babies

Browsing experience
Women fashion as a core
Listing experience
As easy as selling women
fashion 
Upload form
Transaction
experience
As easy as selling women
fashion 
Shipping, return and refund
Product vision:

Branding &
Communication
vision:
Launch
Communication
Explain the story behind new
categories
Categories set
Reﬂect our community and
chosen branding positioning
Product
Communication
Minimum changes

FR launch short term goals
+ 6.9%
0
7500
15000
22500
30000
week 0 week 1 week 2 week 3
Estimate Actual
1750
3500
5250
7000
week 0 week 1 week 2 week 3
Estimated Actual
Listings per category GMV per category

Global GMV/AU
0 %
1 %
2 %
3 %
4 %
5 %
6 %
7 %
08-16 08-30 09-13 09-27 10-11 10-25 11-08
New Categories GMV/AU Share % (Forecast) New Categories GMV/AU Share % (Fact)
CZ
FR
US+UK
HOME
VISIBILITY

0
,06
,12
,18
,24
0,3
,36
,42
,48
,54
0,6
I love it! Would love it, if content improved Don't care Don't like
4 %
21 %
19 %
56 %
2 %
18 %19 %
60 %
UK FR
Members love new categories

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Discovery at Vinted (new categories case study)

1. SPEAKER Tautvydas Gylys New categories case study

2. From problem   to idea   to implementation   to results   to next steps

3. Improve business modelProblem

4. Improve business model GMV/AU Problem KPI

5. Improve business model GMV/AU New categories Problem KPI Idea

6. Starting point Vinted   Women clothing Vinted   Women lifestyle Vinted   Lifestyle

7. Jun 1 Brief   research

8. Segmentation Professionals Students Young moms

9. What categories? Top categories Women fashion Home decor Kids Men's clothing DIY / Crafts Beauty Electronics Sports goods Books, magazines Would buy SH on Vinted Women fashion Home decor Beauty Men's clothing Kid Electronics Books, magazines Pet supplies Sports goods None, leave Vinted as it is Overall buy SH Women fashion Home decor Books, magazines Men's clothing Sporting goods Electronics Kids Pets supplies Beauty 40% 38% 33% 23% 20% 20% 12% 11% 17% 66% 61% 48% 44% 42% 41% 27% 26%

10. Categories potential ~30% ~200% External teen spending research Internal research US

11.

12. Jun 1 Brief   research Jun 15 Vision

13. Next step: women lifestyle Women clothing Women lifestyle Fashion focused +Top lifestyle categories Lifestyle Lifestyle focused  +Personalisation +All lifestyle categories SH marketplace +Everyday categories More than clothes deﬁne who you are Help others discover SH for lifestyle Enjoy more by saving on necessities

14. Small electronics Women fashion Home decor Beauty Men fashion Babies

15. Browsing experience Women fashion as a core Listing experience As easy as selling women fashion  Upload form Transaction experience As easy as selling women fashion  Shipping, return and refund Product vision:

16. Branding & Communication vision: Launch Communication Explain the story behind new categories Categories set Reﬂect our community and chosen branding positioning Product Communication Minimum changes

17. Branding & Communication vision: Launch Communication Explain the story behind new categories Categories set Reﬂect our community and chosen branding positioning Product Communication Minimum changes

18. Jun 1 Brief   research Jun 15 Vision Jul 1 Brand & Merchandising

19. Categories ﬁt

20. Launch phases

21. Jun 1 Brief   research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch

22. FR launch short term goals + 6.9% 0 7500 15000 22500 30000 week 0 week 1 week 2 week 3 Estimate Actual 1750 3500 5250 7000 week 0 week 1 week 2 week 3 Estimated Actual Listings per category GMV per category

23. Jun 1 Brief   research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch Sep 1 Launch

24. Global GMV/AU 0 % 1 % 2 % 3 % 4 % 5 % 6 % 7 % 08-16 08-30 09-13 09-27 10-11 10-25 11-08 New Categories GMV/AU Share % (Forecast) New Categories GMV/AU Share % (Fact) CZ FR US+UK HOME VISIBILITY

25. 0 ,06 ,12 ,18 ,24 0,3 ,36 ,42 ,48 ,54 0,6 I love it! Would love it, if content improved Don't care Don't like 4 % 21 % 19 % 56 % 2 % 18 %19 % 60 % UK FR Members love new categories

26. Jun 1 Brief   research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch Sep 1 Launch Improved business model by increasing GMV/AU

Discovery at Vinted (new categories case study)

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