At OLX, business metrics and KPI’s were already used throughout all touchpoints, resulting in a huge amount of data. However, we found that many of the key moments in the journeys of Seekers and Employers were not happening on the platform. So even with all the data they gathered, OLX was still unable to truly understand its users. We needed more data!
What followed was an extensive research chapter in Poland, the pilot market for the platform. Together with interpreters, we spoke to many job seekers and business owners looking for new employees. Using Morphological Psychology, we created Tension Models and Need Based Personas for both Seekers and Employers. This gave OLX an understanding of who was using their platform, and why.