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OLX serves more than 317 million C2C and B2C users buying and selling new and used products globally.
Our users across 17 countries don't just find good deals — they help the environment too, leaning on a circular consumption cycle rather than a linear one.
My role
I led Engagement & Monetisation design in Pay & Ship — payments, seller monetisation, and checkout across 17 countries on a platform used by 317M+ people.
I was responsible for all things design within the Engagement & Monetisation packs, under the Pay & Ship pillar. That scope covered monetisation flows end to end — Ad Limits, Ad packages, Seller Take Rate, and the payment gateway experience — then rolling winning patterns to more of the 17-country footprint.
Case study · OLX Group
OLX is monetised through Ad Limits, and one of the primary ways Sellers keep posting more ads is by buying Ad packages.
The updated Ad-package purchasing UX streamlines category selection and provides clearer guidance when buying Ad packages.
Impact: +12% conversion uplift trend, 8% more paying Sellers, CSAT 7.9 — validated in Poland and rolling out across markets.
Shoutouts
Lorena (UX Writer), Małgorzata (Researcher), Claude (PM), Oana (CPO), Kuba (EM), Monica & Arsen (Jr. PD) — along with the Engineering & BI teams.
Grow the share of monthly paying Sellers through improvements to existing monetisation flows — while contributing to a CSAT goal of +8.0.
Even a 1% increase in paying Sellers can amount to an additional $110k–$160k in monthly revenue.
Customer Satisfaction
Baseline CSAT the redesign aims to lift toward +8.0.
Build a profitable transactional business ensuring high retention and improving CSAT
Background
As a Seller on OLX you get a few free ads until you're required to pay — with the option to promote Ads to potential Buyers on a 30-day Ad life-cycle. Sellers create ads, hit the paywall and promotion, run a 30-day lifecycle via the Marketplace, then OLX Delivery to Buyers.
Personas
C2C Sellers (Chatterbox, Low-effort Lover, Steady Seller, Fast Earner, Busy Trader), B2C Sellers (Pro, Casual, Grey) and Buyer types (Speedy Saver, Careful Comparer, Patient Shopper, Local Speedster) — the monetisation flows serve both sides of the marketplace.
12 Seller interviews, 24 limitations, and Opportunity Scoring — category selection emerged as the bet at OpScore 13.12.
Jobs to be Done
To begin, we ran 12 B2C & C2C Seller interviews to understand their Desires, Limitations and Catalysts when selling on OLX — with emphasis on the monetisation flows.
When
User
They would like to
Job step
So that
Catalysts
Synthesis
Post qualitative research, findings were clustered into 24 limitations. With: Research Lead, Lead PM, HOD, myself & 2 Jr. Designers.
Prioritisation
I surveyed Sellers on the importance & satisfaction of each problem area, then used Opportunity Scoring to generate an OpScore. Category selection was a top opportunity — the bet we chose.
OpScore = Importance + max(Importance − Satisfaction, 0)
“I like the option to buy an Ad package in advance, but it gets tricky to find the same category in which I post multiple ads.”
Almost 80% of B2C and 90% of C2C Sellers drop at the category-selection page of the buy-package flow. Funnel data showed only 20.55% of users reaching package selected — category-selection flagged at OpScore 13.12.
Audit
Five findings from Hotjar recordings, heatmaps, and flow walkthroughs — hover a finding to see the screen.
Explore
Why desktop first? More than 60% of Ad packages are purchased via the OLX website.
#1 Hypothesis
Users would appreciate if they can simultaneously browse Ad packages while choosing the category in which they'd like to post ads, making the overall process dynamic.
Offers are shown based on availability. Categories are seen upfront on the offer view.
#2 Hypothesis
A linear selection process should reduce cognitive load, along with the multi-level menu that should ease the selection process.
Minimum selection to see offers would be L2 selection. Selected category is marked with a '✔' at summary & offer page.
#3 Hypothesis
OLX only offers packages in pre-set bundled categories; letting users multi-select category bundles could enable advance planning.
Letting users multi-select categories across various L1 would require change in business logic (high effort), and so in the current state only multiple bundles can be selected.
Two concepts
Interactive — tap a prototype to advance
Design critique to narrow it down to 2 ideas.
Usability testing
Moderated sessions compared Variant A (real-time offer view) against Variant B (multi-level menu) — each insight paired with the takeaway it drove.
Outcome
Variant B went into an A (Production) / B (Multi-level menu) test in Poland — with uplift rolling out across markets.
Upward trend in package purchase conversion · Poland A/B
Increase in paying Sellers
Seller CSAT · +0.6 from baseline 7.3
Winning pattern across markets · mobile aligned
After launch
A usability participant flagged repeat Ad package purchases — and data showed ~31% of B2C Sellers were buying again. We shipped a shortcut banner for their last package — the first step toward recommendations from Ad posting history.
Package recommendations are in moderation and live in Poland. The winning category-selection pattern is on mobile too.
Highlights
Cross-pillar workshops that scaled practice across Pay & Ship and the wider design org.
Lead a cross-pillar design-sprint resulting in auto-extend feature for ‘Pay if you sell’ model.
Monetisation packs · Sellers success domain
Lead a designer group to align ways of working to create & maintain master pages on Figma.
12 Product designers across Pay&Ship, Engagement and Core
Co-lead design principal workshop with 2 Heads of Design, 4 Design leads and 4 Sr. Product Designers.
At OLX, we prioritize clarity at every level – within our ecosystem and across teams.
We embrace simplicity as the foundation of our design philosophy.
Each component seamlessly contributes to the overall system.
