How can we make digital connections more human?

In an effort to drive brand loyalty, a global e-commerce marketplace wanted to differentiate itself from the pack by delivering a truly ‘human’ experience for both Buyers and Sellers. So, they came to us to help them understand how the platform, and the specific tools within it, could foster more human-like connections in an environment that is traditionally quite transactional.

Through a series of web-based interviews and platform shadowing sessions, we looked to decode the meaning of ‘human’ as it relates to online marketplaces, the brand, and their digital Conversations tool. We employed a series of creative exercises and mock dialogue between Buyers and Sellers to understand the moments that matter most and where / why genuine connection was lacking.

Ultimately, we identified a series of core design principles to foster ‘humanness’ through these online conversations. We packaged the work in both an easy-to-digest Platform Poster, as well as a comprehensive Insights Playbook, that armed the team with clear action steps to create more meaningful engagement among Buyers and Sellers.