Following yesterday’s launch of Gumtree Media, Gumtree and Pollen today unveil a refreshed look and feel for the vibrant community marketplace.
“Gumtree has more than seven million unique visitors each month, which made this a daunting project. We wanted to refine and modernise the platform without radically changing the experience for its loyal user base,” said Ross Gales, creative director.
Pollen worked closely with Gumtree’s product managers and developers to bring structural change and recommendations to the interface design. The redesigned platform is a contemporary refresh to the existing architecture and is aimed at enhancing the experience for the active community who use Gumtree every day.
The agency has been working with Gumtree since 2011, slowly evolving the platform’s UX and design to ensure it remains one of the most popular online marketplaces in Australia. The latest redesign required constant iteration and quality assurance, with changes implemented while the platform was continually in use.
“Gumtree has been a great partner because they really value our insights into UX and UI design. It has a large and loyal audience who are vocal advocates of the brand, so we were very respectful of how we evolved familiar processes to enhance the user experience,” said Brett Mitchell, director at Pollen.
Gloria Poulakis, director of ore operations at Gumtree Australia added, “Each day Gumtree connects buyers and sellers with people in their community to find, buy and sell everything from furniture and homewares to cars, business services, jobs and property.
“The redesign is a natural evolution of the brand and not only provides an updated look and feel but also improved usability and parity between desktop and mobile. Pollen has been an invaluable partner in helping bring the next chapter of Gumtree to life.”
Gumtree is a vibrant community marketplace with more than 2.5 million live ads across hundreds of different categories.
Client – Gumtree Australia
Agency – Pollen
Director – Brett Mitchell
Creative Director – Ross Gales
Technical Director – Andrew Knott
User Experience – Alun Machin
Art Directors – Hugo Vann, Jordan Payne
Producer – Martin Outram
 Nielsen May 2016