Gumtree
Making a vibrant marketplace more vibrant
Insight
Gumtree has a long heritage in this country, and research showed that people still felt a strong connection with the old brand. The challenge, therefore, was how to reference our roots while modernising to evolve with the times in an increasingly competitive landscape.
Idea
The goal was to create a brand with stretch, capable of supporting new colour palettes for Cars & Jobs sub-brands while remaining instantly recognisable as Gumtree in all scenarios. The brand also needed to be accessible for our diverse audience of 7 million+ users and adaptable to any device now and in the future. Given that digital brands live in a dynamic environment, we took the opportunity to consider how the brand would move, as this is a key part of creating engaging online experiences.
I was tasked with creating a whole new navigation system and streamlining the homepage, which receives hundreds of thousands of views every day. The objective was to make the site more intuitive and user-friendly, enhancing the overall user experience. Additionally, we aimed to increase engagement with ads on listings pages to meet KPIs.
In redesigning the navigation system, I focused on clarity and ease of use, ensuring that users could find what they needed quickly and efficiently. The streamlined homepage was designed to be clean and inviting, with a layout that prioritised key content and features. By improving the overall user journey, we aimed to foster a deeper connection between users and the Gumtree brand.
To increase engagement with ads on listings pages, we incorporated strategic placements and interactive elements that drew users' attention without disrupting their browsing experience. This approach not only met our KPIs but also enhanced the value for advertisers.
Impact
The result was a modernised Gumtree that stayed true to its heritage while evolving to meet the needs of today's users. The new design was well-received, providing a seamless and engaging experience across all devices and ensuring that Gumtree remained a leader in the online classifieds market.
