Star Dapple: Model Horse Marketplace
Designing a platform dedicated to model horse collectors looking to buy, sell and trade their models in one place.
Project Type
Client Project
Myself
User Research
Wireframing
Brand Design
Usability Testing
Figma
1 year (2022-2023)
Problem
Currently, there is only one dedicated marketplace for model horses, but it is outdated and lacks modern features. Most collectors rely on eBay, Instagram or Facebook groups to sell their pieces.
However, due to the intricate nature of the hobby, there is a clear demand for a more specialized platform.
Existing platforms make it difficult to filter models by specifics such as year, run number, edition, or coat color.
Solution
I designed a marketplace platform tailored to the needs of model horse enthusiasts, featuring an intuitive interface suitable for all age groups. With advanced filtering options, I made it easy to find specific models.
Research & Competitive Analysis
I conducted user interviews and a thorough analysis of competitor platforms to identify user pain points and needs. This research also provided valuable insights into competitors' strengths and weaknesses.
Some of the feedback provided by model horse enthusiasts:
The platforms users mentioned most frequently, along with their reasons for use, have made it in the following charts:
Sitemap
My next step was to figure out how to organize the content on the website in the most intuitive way possible.
Branding
I chose to combine the themes of horses and commerce in the design. Green, the primary color was selected to represent both the marketplace aspect of monetary exchange and the image of a lush pasture where horses can graze. For typography, I opted for Plus Jakarta Sans to evoke a minimalist, modern feel. The logo was created by a freelancer I commissioned through Fiverr.
Implementing key features in my design
I incorporated users' ideal features for a model horse marketplace into the platform. These features include:
- In-app chat
- Seller rating and feedback system
- ISO (In Search Of) list on user profiles
- Direct purchase and checkout through the platform
- Four types of ads: buying, selling, auction, and trading ads
- Ability to connect social media accounts to user profiles
Reflection
With my lifelong passion for horses, diving into this project was incredibly exciting! I didn’t anticipate how much time it would take to finalize, given the complexity of the features I aimed to implement.
Despite the challenges, I gained invaluable experience in user research, design hierarchy, and wireframing throughout the process.