Maria Tessarolo


Product Designer | Elo7

Interface, interaction and visual design.

Prototyping and testing

Sep 2017 – Apr 2018


Elo7 has a great diversity of products, and many of them are unique.

Not even the most complex search algorithms are able to help finding some rare stuff.

In addition to that, the personalisation offering makes many people go to Elo7 for big life events – wedding, parties and decoration in general.

The aim of this project was to transform our users in curators to help one another in the discovery of amazing products. In addition to that, give them a way of organising and displaying this content to help inspire those who are in different journeys of planning, such as brides, new mothers and so on.

The problem

The first impression on Elo7’s product catalogue is often very negative. It proved very difficult not to see hand knitted baby shoes mixed with cheap personalised key rings to give as souvenir.

This hinders users identification with the products displayed. With the increase of signs left by our navigation in the internet, users are more and more used to experience serendipity in their discovery journey.

We lacked a fuel to convince our users to show us what they like.

The first idea that occurred us was to create a folder-like tool for the user to segment the products the way they wanted.

After analysing Pinterest and Instagram we tested a button dedicated to that – apart from the favorite action.

Though we tested this solution previously with some success, it didn’t perform well in A/B tests. Most users simply ignored it and we got many feedbacks telling us that we had made it rather confusing.

We then decided to just show a discrete toast in the bottom of the product picture once the user hits the favorite button, and that proved efficient and frictionless.


We were planning to give the buyers a public profile for the first time, in order to display their public collections. It was a nice opportunity to redesign the sellers profile – or shop – too, for it was outdated and took some good scrolling to start showing products (we used to give a lot of space for the seller to upload cover photos and tell the stories behind their technique).

In the buyers profile we aimed to display their collections in a nice appealing way, and show other social information, such as who’s following them and the list of the purchases that they had left some feedback upon.

For the shop, we focused in nice big pictures of the products and gave them the chance to rearrange it in the way they found most appealing. They can also select some nice comments from buyers as a highlight in the shop profile.



The company had just acquired new talents to the Data Science team, so we gathered with them, product and engineering to create a recommendation system and boost our new social features.

We started showing users some recommendation of profiles that had similar products to a kickstart on the follow feature, thus creating a nice network to browse in and discover new stuff.

Discovery + Engagement

By the end of the project we came up with one more thing that could help users discover new interesting products from their network, and gather all the social information about to pop: a newsfeed.

We sat together with data and engineering again to define some activities that might be relevant for a user to check on – new listings from favorite shops and new followers in their profile.


In A/B testing, users exposed to the new profile and the newsfeed presented a retention rate 10x bigger than the control group. Today more than 38k profiles are followed daily and we now have a good source of material to feed our search algorithms.