Sendoso · 2022
Sendoso Marketplace
In-app marketplace for local vendors — strengthening Sendoso Direct for global expansion
Product Strategy · UX Strategy · Research · Visual Design
Overview
I led the design of Marketplace (customer-facing). Sendoso Direct was already the second most popular touch type — 500K+ gifts in a recent month, ~$0.5M to local vendors in January 2022 alone — and with EU expansion ahead, we needed an in-app marketplace so senders and managers could choose from a wider range of local gift options.
Challenge
The current experience felt like an imposter marketplace: little or no search/filters/facets, weak vendor and country visibility, too much coupling with touches/campaigns instead of a standalone destination, and no multi-country support for local vendors after EU expansion.
Outcomes
- Positioned Marketplace as the destination for searching and evaluating send options
- Enabled sending and send curation from Marketplace — closer to familiar ecommerce models
- Expanded local vendor empowerment and reduced warehouse burden
- Designed manager flows to create campaigns from marketplace items and filtered views
- Shipped customer-facing marketplace UI across browse, detail, and send flows
Opportunity
We had seen ~50% growth in Sendoso Direct. More gifting options meant more sending strategies, empowerment of local vendors, less warehouse supply-chain burden, and a bigger revenue stream — especially critical with EU expansion in sight.
- Product Strategy
- UX Strategy / Planning
- Research Partner
- Information Architecture
- Visual Design Partner
- Usability Testing Partner
- Timeline: 6 months
Current state & research
Internal and external product surveys plus expert and user sessions clarified that Marketplace should be the destination for searching and evaluating send options — and that users would benefit from sending directly from Marketplace, just like other ecommerce models.
Derived user stories covered managers creating campaigns from marketplace items, understanding which campaign a gift belongs to, and creating campaigns from filtered marketplace views.
Marketplace product design
Designed browse, category, and detail experiences so vendors could surface products with clear country and inventory context — including wine & spirits and full item detail views connected to send flows.
Next
Let's design the next chapter.