VANESSA CHEW / RONAK HEGDE / ELISE JOST / JULIETTE PROST

SCIENCES PO / SCHOOL OF COMMUNICATION / NOV 2013

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small-ads website

THE ASSIGNMENT

Existing small-ads websites areconfusing, obscure,hard to go through,

untrustworthy.

THE ASSIGNMENT

CraigslistFrance:design?

pictures?modern?

POINT OF DEPARTURE

Le Bon Coin: seller names? bon?POINT OF DEPARTURE

The idea:

Make small-ads websites practical and pleasing,

inspired by real-life experience.

The ı

POINT OF DEPARTURE

PARENT BRANDS

easeaccessibility

connection

human social

relationships

feedback

PARENT BRANDS

PARENT BRANDS

joy

playful

entertainmentchild

hoo

d

escapeimagine

creativitym

agic

PARENT BRANDS

CLIENTPeople who lovemaking memories

together

DYNAMISMSharing and bonding

HERITAGEModern, upgraded

garage sales

VISIONRediscoveringthe simplicityof childhood

BRAND PLATFORM

BRAND IDEAtrust, ease, fun

NAME & LOGO

hanger?

white elephant?

attic?

lofthouse?

waron?

tagbox?

sky parlour?

piazza?

?

NAME & LOGO

trade: connecting, social

light: search with a flashlight

Why tradelight ?

NAME & LOGO

Why tradelight ?

traditional sites are dodgy, obscurewhereas tradelight is enlightening

NAME & LOGO

Why tradelight ?

to trade light – to trade easily

NAME & LOGO

Why tradelight ?

hidden word delight: the missing piece

NAME & LOGO

fonts: balance with Tenor Sans, Hypatia Sans colour: hope & sustainability

glow: light, fantasy, unique code

NAME & LOGO

“ trust, ease, fun ”

NAME & LOGO

BRAND MANIFESTO

Rememberwhen you went to garage

sales as a kid and your stuff was the coolest? And

then your mom would never let you buy more

than one poster?

BRAND MANIFESTO

AND NOWwhen you need a nice,

not-too-expensive chair, you need to filter through

a dozen cryptic names before you find a realistic offer that won’t make you drive across the country.

BRAND MANIFESTO

Buying a used fridge and selling that coffee table you keep knocking into should be as fun

as searching for one more piece to add to your glow-in-the-dark sticker collection.

It’s about time you gave a second life to all those teddy bears and vintage shirts you’ve

got hidden in the back of your closet.

BRAND MANIFESTO

You can do that online, with the people you trust.

Welcome to tradelight.

BRAND MANIFESTO

Join us. Create a profile. Make a video. Introduce yourself to the community.

Unbox your old things. Sell them. Hit upon your dream items. Buy them. Embrace

vintage and kitsch finds, unearth the most incredible objects. Share them.

BRAND MANIFESTO

BRAND EXPERIENCE

1. Search for item2. Find item3. Look at seller profile4. Buy item5. Wait for item6. Receive item

A typical small-ads website consumer journey...

BRAND EXPERIENCE

The Bargain Hunter searches for the cheapest itemThe Collector searches for the final pieceThe Deadline Achiever searches under time pressureThe Explorer searches for their new toy

tradelight’s buyers are not homogeneous.

BRAND EXPERIENCE

The Recycler sells to pass it forwardThe Closet Cleaner sells to create spaceThe Deadline Achiever sells under time pressureThe Student sells to earn money

tradelight’s sellers are also not homogeneous.

BRAND EXPERIENCE

homepage

BRAND EXPERIENCE

search results

BRAND EXPERIENCE

search listing

BRAND EXPERIENCE

sign up

BRAND EXPERIENCE

conversation with seller

BRAND EXPERIENCE

Interest/collector’s badges – informing and inviting:baking, knitting, swimming, writing...

Achievement badges – informing, creating trust:verified, sold X items, bought Y items...

BRAND EXPERIENCE

To encourage conversations between between buyers and sellers,

suggest chat topics from profile interests.

!

BRAND EXPERIENCE

playlists: 8tracks.comtailors site to user’s mood, promotes community spirit

wishlists: public and privatepromotes browsing and exploration

BRAND EXPERIENCE

facebook,twitter,spotted on tradelight,QR codes

how to share

BRAND EXPERIENCE

buyer consumer journey

BRAND EXPERIENCE

seller consumer journey

BRAND EXPERIENCE

To minimise the most negative point:waiting for initial response from sellers

Carrot:average response time badgesall-time quick responder badge

Stick:72 hour response time limit

BRAND EXPERIENCE

Tips to get an audience:promote sharing with social networkspromote advertising with QR codes

Tips to improve the listing:add video to itemscomplete your profile

To minimise the most negative point:waiting for initial response from buyers

BRAND EXPERIENCE

Importance of feedback

Reviews for users:buyers and sellers after transaction

Reviews for site:all users after a few months, after transaction

Regular – but not annoying! – emails

ADVERTISING

1. This could be your next...2. Clean out your closet

3. The missing piece4. Christmas campaign

Print campaign:

minimal posters, objects from childhood

ADVERTISING / THIS COULD BE YOUR NEXT...

This could be your next

couch.

This could be your next

shirt.

ADVERTISING / CLEAN OUT YOUR CLOSET

I’m Teddy Bear #173 and I haven’t seen the light of day in 5 years.

I’m that sweater your grandmother

gave you three birthdays ago, and

you’ve never removed my tag.

ADVERTISING / THE MISSING PIECE

You’ve seen me, but you’ve never touched

me.

ADVERTISING / CHRISTMAS CAMPAIGN

It’s Christmas, and you’re

broke again. Great.

We’ll show you the way.

Demo screens:large touchscreens

that let people discover and explore

ADVERTISING

Non-print campaigns:

You’ve seen me, but you’ve

never touched me.

Why not start now?

ADVERTISING

Non-print campaigns:

Cut-out displays:adult heads on

children’s bodies so that people can share

pictures with tradelight’s brand

Sponsored garage sales,themed garage sales,

sponsored events(e.g. vintage car race)

ADVERTISING

Build brand awareness and loyalty:

VINTAGEYARD SALE☞