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SPEAKER
Tautvydas Gylys
New categories case study
From problem 

to idea 

to implementation 

to results 

to next steps
Improve business modelProblem
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
Jun 1
Brief 

research
Segmentation
Professionals
Students
Young moms
What categories?
Top categories
Women fashion
Home decor
Kids
Men's clothing
DIY / Crafts
Beauty
Electronics
Sports goods
...
Categories potential
~30%
~200%
External teen spending research
Internal research US
Jun 1
Brief 

research
Jun 15
Vision
Next step: women lifestyle
Women clothing Women lifestyle
Fashion focused
+Top lifestyle
categories
Lifestyle
Lifestyle fo...
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
e...
Branding &
Communication
vision:
Launch
Communication
Explain the story behind new
categories
Categories set
Reflect our co...
Branding &
Communication
vision:
Launch
Communication
Explain the story behind new
categories
Categories set
Reflect our co...
Jun 1
Brief 

research
Jun 15
Vision
Jul 1
Brand &
Merchandising
Categories fit
Launch phases
Jun 1
Brief 

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

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

research
Jun 15
Vision
Jul 1
Brand &
Merchandising
Aug 15
Soft launch
Sep 1
Launch
Improved business model b...
Discovery at Vinted (new categories case study)
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Discovery at Vinted (new categories case study)

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.

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Discovery at Vinted (new categories case study)

  1. 1. SPEAKER Tautvydas Gylys New categories case study
  2. 2. From problem 
 to idea 
 to implementation 
 to results 
 to next steps
  3. 3. Improve business modelProblem
  4. 4. Improve business model GMV/AU Problem KPI
  5. 5. Improve business model GMV/AU New categories Problem KPI Idea
  6. 6. Starting point Vinted 
 Women clothing Vinted 
 Women lifestyle Vinted 
 Lifestyle
  7. 7. Jun 1 Brief 
 research
  8. 8. Segmentation Professionals Students Young moms
  9. 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. 10. Categories potential ~30% ~200% External teen spending research Internal research US
  11. 11. Jun 1 Brief 
 research Jun 15 Vision
  12. 12. 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
  13. 13. Small electronics Women fashion Home decor Beauty Men fashion Babies
  14. 14. 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:
  15. 15. Branding & Communication vision: Launch Communication Explain the story behind new categories Categories set Reflect our community and chosen branding positioning Product Communication Minimum changes
  16. 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. 17. Jun 1 Brief 
 research Jun 15 Vision Jul 1 Brand & Merchandising
  18. 18. Categories fit
  19. 19. Launch phases
  20. 20. Jun 1 Brief 
 research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch
  21. 21. 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
  22. 22. Jun 1 Brief 
 research Jun 15 Vision Jul 1 Brand & Merchandising Aug 15 Soft launch Sep 1 Launch
  23. 23. 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
  24. 24. 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
  25. 25. 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

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