Redesigning 4m annual users marketplace
Redesign entirely the experience of the Seller/Supply users of a marketplace
Task
Cause of a complete Company Reorganisation & Strategic Realignment, we’ve had the opportunity to question and redefine the complete experience of the Supply users of a spiritual advice Marketplace.
adviqo Group connects people seeking spiritual guidance with experienced advisors, offering a life-coaching GPS. With 20+ years in the business, they ensure users across the US, Europe, and beyond receive a top-tier experience.
After a company reorganization and a shift in focus, they set out to improve the advisor experience on the supply side. The reason? Realising that our products are the Sellers of our Marketplace. Enabling them to be successful, we are improving our Customer experience.
Adviqo GmbH has been acquired by Ingenio, US-based category leader on May 2022.
In this case study, we’ll dive into the redesign process aimed specifically, at enhancing the advisor experience.
I joined the project as Lead Product Designer, having been specifically transferred to the business unit to take ownership of that project and in general of the design work of this business unit. My recent experience leading a successful migration for a US/Latam marketplace proved valuable for this initiative, since the same backend would be used as the starting point.
-Led a Product Design team of 4
-I worked closely with three Product Managers for the operational tasks
-Work in a Product Trio with the Chapter Leads for both Backend and Frontend development for the big migration project.
The platform’s tech, unchanged since 2003, faced major challenges: an inflexible backend and outdated HTML/CSS frontend blocking progress. With a full tech overhaul underway, it was the perfect chance to redesign the site and tackle key issues, which are detailed below.
Without a clear structure, the platform’s interface was a maze. Poor visual hierarchy mixed critical advisor workflows with customer-facing content, creating a chaotic experience. High-value features were buried under clutter, slowing workflows and testing patience.
No separation between advisor and customer content meant irrelevant information everywhere.
• Too much text and scattered design made focusing nearly impossible.
• High-priority tools were hidden, requiring advisors to hunt for them.
Advisors, unable to streamline their workflows, spent more time researching competitors instead of focusing on improving their processes and serving their customers effectively.
The platform lacked defined user flows, turning every interaction into guesswork. Navigation was messy, with multiple disconnected entry points. The interface presented a steep learning curve, overwhelming users with all options at once, without progressive disclosure to ease them in.
A cluttered interface with no clear task paths made even simple actions feel daunting.
• Users stumbled into flows unintentionally, creating confusion and inefficiency.
• Without onboarding guidance, new users faced a mountain of effort just to get started.
The steep learning curve and undefined journeys led to frustration and wasted time, leaving users struggling to complete tasks and diminishing overall productivity.
The website’s design and performance were stuck in the ’90s, leading to major trust issues and a dated experience. Manual processes overwhelmed customer support, and there was zero mobile compatibility. The backend and frontend lacked flexibility, causing constant friction and internal inefficiencies. Inconsistent design components created a patchwork interface—when one broke, the entire site could crash.
Advisors had to manage billing and queues manually.
• Common tasks like profile edits or registrations required CS intervention.
• Maintaining two websites (Viv and QDE) meant duplicating effort for everything.
Without a unified, scalable design system and consistent UI, the platform remained fragile and inefficient, wasting time patching outdated solutions instead of delivering value.
Increase Trust with Advisors (Supply-side users)
By shifting focus from customers to advisors, we aim to improve product quality, a key area we’ve overlooked for the past 20 years.
“The supply knows our customers better, let’s enable them to make the most of it.”
Operational Efficiency
By shifting focus from customers to advisors, we aim to improve product quality, a key area we’ve overlooked for the past 20 years.
“The supply knows our customers better, let’s enable them to make the most of it.”
Eliminate Manual Processes
By shifting focus from customers to advisors, we aim to improve product quality, a key area we’ve overlooked for the past 20 years.
“The supply knows our customers better, let’s enable them to make the most of it.”
Increase Transparency & Awareness
- Lack of transparency has impacted trust with advisors. We aim to demonstrate the value we bring to foster better partnerships.
- Increased awareness and metrics’ transparency can shift their focus where it will affect their performance, therefore their income
Increase Productivity & CRM capabilities
• Improve advisors’ daily workflows, decrease pain points so they can spend less time on repetitive tasks and more time delivering valuable services to clients.
• We’ll provide performance tracking to help them monitor and enhance their productivity and CRM features to enable Sellers doing the CRM for us 🤓
A delightful, consistent user experience
To ensure a proper design system is in place to reduce technical debt and give our users a better, consistent, responsive, and intuitive experience.
As this was a large-scale project, we rolled out the new designs in phases to quickly validate some of our hypotheses with the MVP.
For confidentiality reasons, I have omitted the specific values for these metrics.
Surveys
We gathered insights from 184 supply-side users to identify key trends and pain points.
Interviews
Spoke with 5 advisors of varying demographics and popularity to gain diverse insights.
User observations
Visited two advisors to observe daily routines and real-world use of the new design.
