Certified Pre-Owned on Reverb
The Team
Product Manager: Bill Ryan
Web Developer: Lucia Jara
App Developer: Leo Durazo (iOS), Matt Thompson (Android)
Client
Reverb, Decide Team
Project URL
The Story
Reverb and Fender recently partnered on their first official Certified Pre-Owned shop. This marked Reverb’s first foray into offering Certified Pre-Owned gear, and as such, we needed a trust and value signal to pepper among web and app properties.
I worked with the Product Design team to develop an icon to signify trust and authority, and then expanded it into two wordmarks. We chose a strategic branded color for the icon, stress tested brand logos for potential expansion, and strategized when, where, and why these new assets would show up in the product.
While Engineering was confidently moving forward with the designs, I facilitated a collaboration between Product and Marketing, developing a page to both educate our users to the program benefits and curate a selection of refurbished items.
The Goal
Introduce a net-new program in collaboration with Fender, reinforcing both brands’ commitment to affordably priced gear.
The Story
In its ever-evolving quest to surface affordable gear to musicians, Reverb and Fender partnered on their first official Certified Pre-Owned shop. This marked Reverb’s first foray into offering a different type of used instrument–one with professional inspections, warranties, and prices averaging 25% lower than their brand new counterparts. As such, Reverb needed a trust and value signal to pepper among the web and app properties so that users could quickly identify Certified Pre-Owned instruments.
I worked with the Product Design team to develop an icon that could signify trust and authority. Through some research and a few design critiques, we landed on the check mark badge in Reverb’s signature VU orange colorway to subtly connect the business with affordable, trustworthy gear. We then expanded that icon into two workmarks, one that would appear on the listing cards in place of the condition and another with the partner brand’s logo to appear on the item pages to further establish trust in these instruments.
After establishing the placements and user interactions, I then acted as a mediator between our Product and Marketing teams, developing a landing page to both educate our audience to the benefits of Fender’s Certified Pre-Owned program and surface a ton of beautifully refurbished electric guitars, acoustics, and basses.
increase in Daily Feed Email opt-in
increase in Feed opt-in
increase in new Daily Feed Email subscriptions
increase in purchases from Feed via mobile web
(1.48% overall increase)
