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Discovery at Vinted (new categories case study)

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Tautvydas Gylys
Tautvydas Gylys

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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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 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
Jun 1 Brief 
 research Jun 15 Vision
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
Branding & Communication vision: Launch Communication Explain the story behind new categories Categories set Reflect our community and chosen branding positioning Product Communication Minimum changes
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 week 0 week 1 week 2 week 3 Estimated Actual Listings per category GMV per category
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 % (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
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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