As the largest marketplace in the region, Allegro is one of Poland's most distinguishable brands. With millions of users, how did Allegro establish a strong foothold in the region against the marketplace giants? In this session, learn how Alina and her team use data and analytics to create a UX strategy that allows their business to scale and grow in such a competitive market. She will touch on: How a localised approach to UX has created loyal users How to embed UX in your product development How to take change as an opportunity for improvements for the team

1. UX MATURITY: Research & Analytics to drive impact
Alina Magowska
Head of UX Research and UX Analytics

2. 2
13m active buyers
and over 128k
merchants
In Poland, approx.
2x more users
start their
product search on
Allegro than on
Google
86%
spontaneous
brand
recognizability
in PL
200m+
offers
Over 3,150
employment in
2020 with nearly
1,500 to be
recruited in 2021
Approx. 380m
monthly visits

3. CHILDHOOD
3
INTUITIVE
NO COMPETITORS
SIMPLE TOOLS
LACK OF DESIGN DEPARTMENT

4. ADOLESCENCE
4
TACTICAL
LOCAL COMPETITORS
LACK OF DESIGN DEPARTMENT
DESIGN GETS NOTICE

5. ADULTHOOD
5
STRATEGIC
GLOBAL AND LOCAL COMPETITORS
ADVANCED TOOLS
DESIGN IS VERY IMPORTANT AND FORMALIZED

6. 6
UNRECOGNIZED
Design is not important
INTERESTED
Design is important but receives little funding
INVESTED
Design is very important and formalised
COMMITTED
Design is critical and executives are actively involved
ENGAGED
Design is a core tenets of company’s strategy
EMBEDDED
Design is in the fabric of the company
DESIGN / UX
MATURITY MODEL
The Maturity Model (Renato Feijó, 2010), adaptation

7. 7
Business
Design
(Human)
Technology
Venn Diagram: anders, Stappers, 2008
FORCES THAT SHAPE THE COMPANY'S STRATEGY AND OPERATIONS

8. 8
Business
Design
(Human)
Technology
Business
Technology
D
e
s
i
g
n
(
H
u
m
a
n
)
Venn Diagram: Sanders, Stappers, 2008
FORCES THAT SHAPE THE COMPANY'S STRATEGY AND OPERATIONS

9. 9
HOW TO BECOME MATURE

10. 10
THINK GLOBAL, ACT LOCAL
FIND YOUR WAY TO SIT AT THE TABLE
TAKE CHANGE AS YOUR OPPORTUNITY
HOW TO BECOME MATURE
1
2
3

11. THINK GLOBAL,
ACT LOCAL

12. 12
THINK GLOBAL, ACT LOCAL
#2 ‘EXTERNAL’ LOCAL
MEANING - KNOW YOUR
CUSTOMERS, LEARN AND
GROW WITH THEM
= BUYING ONLINE (IN PL)
DESCRIPTION AND
EVALUATION
+
PREDICTION AND CREATION

13. 13
THINK GLOBAL, ACT LOCAL
#2 ‘INTERNAL’ LOCAL
MEANING - KNOW YOUR
STAKEHOLDERS AND
TUNE IN WITH THEM
STEP 1
MAKE A STAKEHOLDER ANALYSIS
Note: List your stakeholders and then put them on
the chart
LATENTS PROMOTERS
DEFENDERS
APATHETICS
interest
power/impact
Meet their
needs
Manage
closely
Monitor Keep
informed

14. 14
THINK GLOBAL, ACT LOCAL
#2 ‘INTERNAL’ LOCAL
MEANING - KNOW YOUR
STAKEHOLDERS AND
TUNE IN WITH THEM
STEP 1
MAKE A STAKEHOLDER ANALYSIS
STEP 2
FINE-TUNE YOUR RESEARCH AND
ANALYTICS TO A GIVEN AUDIENCE TO
MAXIMIZE THEIR ENGAGEMENT
Note: List your stakeholders and then put them on
the chart
LATENTS PROMOTERS
DEFENDERS
APATHETICS
interest
power/impact
Meet their
needs
Manage
closely
Monitor Keep
informed
LATENTS PROMOTERS
DEFENDERS
APATHETICS
interest
power/impact
● strategic
research
● metrics
tactics &
operation
research-letter
‘Research
Update’
find research
enthusiasts and
inform from
time to time
Note: Find your supporters/sponsors and negative
stakeholders

15. 15
THINK GLOBAL, ACT LOCAL
#2 ‘INTERNAL’ LOCAL
MEANING - KNOW YOUR
STAKEHOLDERS AND
TUNE IN WITH THEM
STEP 1
MAKE A STAKEHOLDER ANALYSIS
STEP 2
FINE-TUNE YOUR RESEARCH AND
ANALYTICS TO A GIVEN AUDIENCE TO
MAXIMIZE THEIR ENGAGEMENT
Note: List your stakeholders and then put them on
the chart
LATENTS PROMOTERS
DEFENDERS
APATHETICS
interest
power/impact
Meet their
needs
Manage
closely
Monitor Keep
informed
LATENTS PROMOTERS
DEFENDERS
APATHETICS
interest
power/impact
● strategic
research
● metrics
tactics &
operation
research-letter
‘Research
Update’
find research
enthusiasts and
inform from
time to time
Note: Find your supporters/sponsors and negative
stakeholders

16. FIND YOUR WAY
TO SIT AT THE TABLE

17. 17
FIND YOUR WAY TO SIT AT THE TABLE
DON’T WAIT FOR THE
INVITATION, JUST GET
INVOLVED
● IF YOU DON'T HAVE A CLEARLY DEFINED
PRODUCT PROCESS, DO IT TOGETHER
WITH ALL ROLES YOU WORK WITH
● SHOW WHAT YOUR PLACE IS IN THIS
PROCESS, WHAT YOU CAN OFFER AND
WHAT YOU NEED FROM OTHERS
Product development
Strategy
Explore Design
D
e
v
e
l
o
p
D
e
l
i
v
e
r
Strategic
research
Exploratory
research
Define product brief +
success metrics Generate ideas
Prototype &
evaluate ideas
Plan
Build & test
Get
feedback
Product
strategy
Release

18. 18
FIND YOUR WAY TO SIT AT THE TABLE
RESEARCH AND DATA
ANALYSIS ARE CRUCIAL
FOR PRODUCT
DEVELOPMENT -
KNOWLEDGE SHOULD
DRIVE THIS PROCESS
Product development
Strategy
Explore Design
D
e
v
e
l
o
p
D
e
l
i
v
e
r
Strategic
research
Exploratory
research
Define product brief +
success metrics Generate ideas
Prototype &
evaluate ideas
Plan
Build & test
Get
feedback
Product
strategy
Release
Why should we do
this?
Are we doing the right
thing? What should we do?
Are we doing the
product right?
Is it still the right thing?

19. TAKE CHANGE AS YOUR
OPPORTUNITY

20. 20
TAKE CHANGE AS YOUR OPPORTUNITY
Adapted from Internal and External Business Strategies concept
PESTEL: Political, Economic, Socio-cultural, Technological, Ecological, Legal
#1
DO AN INTERNAL AND
EXTERNAL ANALYSIS
FOR YOUR TEAM AS IT WAS
FOR THE WHOLE COMPANY
YOUR TEAM = YOUR COMPANY
Your Team /
Department
Inside the
company
Resources
Capabilities
Competencies
Firm activities
Strategic
groups
Industry environment
PESTEL Environment

21. 21
TAKE CHANGE AS YOUR OPPORTUNITY
Adapted from Internal and External Business Strategies concept
INTERAL
● identifies strengths and weaknesses
● frameworks: Value Chain, VRIO
● example: organizational transformation
EXTERNAL
● identifies opportunities and threats
● frameworks: PESTEL, 5 FORCES
● example: COVID 19
#2
MONITOR THE ENVIRONMENT
AND USE THE CHANGE AS
YOUR ADVANTAGE

22. 22
KEY TAKEAWAYS
THINK GLOBAL, ACT LOCAL
FIND YOUR WAY TO SIT AT THE TABLE
TAKE CHANGE AS YOUR OPPORTUNITY
EVALUATE AT WHICH STAGE OF
DESIGN/UX MATURITY YOUR COMPANY IS

23. STAY SAFE!
You can find me at
alina.magowska@gmail.com
Images from Pexels