Case Study: Carousell achieves listing growth and higher user engagement with Marvel

How Incremental Design Changes Can Improve the Seller Experience to Drive Listing Growth & Engagement

Carousell is a Southeast Asian peer‑to‑peer marketplace that helps people quickly buy and sell used goods. The challenge was seller‑side friction in the iOS app — users struggled with taking/choosing photos, finding the right category, locating the edit function and understanding the “Promote” option — which limited listings and time in app. As a product manager focused on UX and growth, the goal was to streamline listing flows to drive more listings and engagement with as few clicks as possible.

I ran guerrilla usability tests, created seller personas, prioritized the top pain points and shipped incremental UI changes: auto‑selecting newly taken photos with a blue highlight and a multi‑photo hint, a clearer two‑level category taxonomy, and a redesigned Promote/Share flow with explicit labels. Prototype validation showed strong gains — e.g., listings with multiple photos rose from 2/6 to 6/6, smooth photo selection from 2/6 to 5/6, correct category selection from 1/6 to 6/6, and edit discovery from 2/6 to 6/6 — with an estimated +4 listings and increased time in app, plus SEO and monetization upside.

Carousell