Don´t listen to yourself: successfully redesigning the leading e-commerce platform in Latin America. Daniel Rabinovich CTO www.mercadolibre.com @drabinovich. Agenda. Who we are (2’) Why we were sidetracked The Redesign. Who we are.
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MercadoLibre (NASDAQ: MELI) is the largest e-commerce platform in Latin America and the 11th Retail Site in the world.
ComScore MMX – Latin America Retail
ComScore MMX – Brazil Retail
ComScore MMX – Argentina Retail
ComScore MMX – Mexico Retail
…but developed the ability to explain away many design mistakes in the name of revenues or features
required much more than “Web Design”…
It was neccessary to fix revenue induced anti patterns
There is no maneuvering room when there are “visual highlight” fees
Old Optional Feature Fees
New “Listing Types” allow cleaner results
Eliminated “Picture in Listing Pages” Optional Feature Fee
Old version: paid pictures in listing pages
Same Search Query with New Version(all pictures for free)
Minimizing the “vicious cycle” of visual competition
Old Home Page
New Home Page
Slide inspired from a Chris Nodder Presentation
Keep what the users acually use, not what managers *think* is useful
Useless content on footers is typically added aiming to Search Engines traffic
Previous Scroll Bottom (1024x768)
Current Scroll Bottom (1024x768)
Focus on HTTP requests and implementing CDNs.
Favor the majority and make choices for them
Automatic “zoom in”:Demand data was concentrated in “Players” and not “Accessories”
Top Nav Bar for “Players”:
Lowered bounce rates, decreased time on page and accelerated Successful Items