Blocket
App start page

During this project, I helped Blocket launch a new app start page powered by machine learning to deliver more personal recommendations. I led the UX work for the team, ensuring that the concepts we developed created value both for users and for the business.

UX design

UI design

User research

Smartphone displaying the Blocket app with listings for secondhand furniture, electronics, and accessories in Swedish.

Background

As user expectations for marketplaces evolved and competition increased, Blocket saw an opportunity to refresh the start-page experience and make it feel more engaging. The goal was to offer a more personal and relevant first touchpoint that made it easier for users to find what they were looking for.

A smartphone display showing the Blocket app with a search bar, recent searches for iPhone 13 in Stockholm and Sweden, listings for lamps including a hay lamp and rice lamp with prices, and recommended ads including wireless earbuds and phone cases, with navigation icons at the bottom for Home, Announcements, Create Ad, Messages, and Profile.
A smartphone screen displaying a Swedish buying and selling app with listings for various iPhones including models such as iPhone 12 Pro and iPhone 8. The app shows prices in Swedish Krona and includes icons for home, search, adding a new listing, messages, and user account at the bottom.

Solution

The redesigned Blocket app start page offers a more lively and personal experience, combining machine-learning-powered recommendations with quick access to recent searches and viewed items. The intention was to create a smoother, more intuitive return to the app and make it effortless for users to pick up where they left off or discover something new.

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