Nagybani Piac
Online Marketplace Concept
Assisting in the digital transition of Hungary’s biggest wholesale vegetable & food market
Project Overview
The goal of the project was to propose suggestions and develop a concept for leveraging the digital service potential of Nagybani Wholesale Market, with a special focus on the possibility of creating a digital marketplace.
My Role
I worked in pair with a Senior UX/UI Designer on the project.
#
stakeholder interview
#
customer interview
#
field study
#
competitor analysis
#
survey
#
journey mapping
#
ui design
#
value proposition
Problem statement
The Paradox of Nagybani’s Digital Transition
A significant portion of the revenue comes from buyers and producers physically entering the Market area. Making the product offerings visible online and digitalizing the booking process could easily result in parties completing their transactions online, thereby no longer coming to the Market.
The main revenue source comes from selling point rental and entry fees to the physical market.
If there’s an online marketplace...
...users will make deals online but no longer visit the market.
Another challenge is the lack of a digital component in the current operation of the Market, and the fact that farmers are typically less digitally inclined due to their age and the nature of the industry.
Research
To understand the structure of the Market, we first conducted interviews from the CEOs to the market inspectors. This allowed us to gather a substantial amount of information about the personas, who can be clearly defined by their different market usages and the types of services tailored to them (wholesaler, retailer, reseller etc.)
The most exciting part of the research was the field study, during which we visited the market twice to experience its operations firsthand and learn more about these personas, directly assessing their frustrations.
Nagybani doesn't have any direct competitors in Hungary, and it also holds a strong position regionally, with buyers regularly coming from Slovakia and northwestern Romania to participate in the market.
With the emergence of online grocery delivery services, especially those that offer to deliver organic products directly to customers' tables, Nagybani may face new challenges. Should Nagybani choose to open its marketplace to B2C customers, its wide range of farmers' products could become a strong value proposition, likely attracting more users.
Concept building
It was clear that for some of the identified problems, we couldn't offer solutions because they were either infrastructural or the scope was too large (e.g., reforming the entry system due to long hours of waiting in traffic jams upon entry). We managed to indentify an area that also affects the concept of the digital marketplace, namely.
Pain points (sellers)
“The most annoying part? All the waiting and wasted time. Waiting to enter, waiting for buyers inside the market area. If all my orders were arranged in advance, I would just need to come here to transfer the goods and then head home”
“Will I have any goods left by the end of the day? Well, of course, it happens. Often I can't take it back home, as it won't be fresh for the next day. In such cases, it goes in the trash”
“I have regular customers. I arrange with them over the phone in advance about what and how much they need. Sometimes I take care of these orders in half an hour, and then we just sit at the market for long hours waiting for occasional buyers”
Opportunities
Surplus management
It occurs daily that a portion of the goods needs to be thrown out to thrash
Reduce wasted time
Sellers spend 90% of their time at the market waiting (for entrance, for buyers)
Concept
It is beneficial for the sellers to have pre-negotiated orders and a steady customer base. For buyers, predictability and reliability are important.
Before entering the market, anonymity is maintained, so the seller cannot be contacted without being physically present in the market.
The buyer also needs to come and enter the Market to see all details and to be able place an order.
Registration for the Marketplace is only possible with a valid Nagybani seller or buyer pass. Transactions remain within the Market’s ecosystem.
Pre-booking, online advertisement, smoother logistics, less time at the market
The purpose of the planned interface would be to enable producers to advertise their products for sale online for pre-booking, allowing them to sell more securely and quickly (essentially just coming to the market to unload), while customers can see if they can actually acquire the produce they want to purchase that day.
Solutions
Identify ‘safe’ time slots during the day, when users cannot bypass the Market
We had to continue managing the fear that deals would be made online and customers wouldn't come to the Market. We outlined in detail a timeline of a 'market day' to see which time slots could safely eliminate this concern.
Customer Journey with Timeline
We mapped out the whole journey of vendors and different buyer categories from the moment they leave home in the morning and until have loaded their vans with goods
Screenflow
Designs
‘Morning’ views (until 12:00 pm)
Sellers’ product lists are displayed to users in an anonymous and masked manner. Name, bio and location on the market are all hidden, only ratings are visible (whether the price would be indicated had not been decided). At this stage, buyers cannot make orders just add their products to a ‘wishlist’. Timing plays an important role, as most sellers come from the countryside, and if they want to make it to the market by 12:00 pm, they must already be in the queue at the entrance.
SELLER UPLOAD PAGE
MAIN PAGE - BUYER’S VIEW
ANONYMOUS PRODUCT PAGE
‘Afternoon’ views (after 12:00 pm)
Sellers’ full profile becomes are now available for buyers and their products can be booked. It is important to note that buyers get a full picture and a booking option upon their entry to the Market only.
SELLER’S PAGE
BUYER’S WISHLIST BEFORE ENTRY
BUYER’S WISHLIST AFTER ENTRY
How the Project evolved & Conclusions
During the project, we were pleasantly surprised by Nagybani Market's management’s openness to innovation and ability to think outside the box. It's worth noting that the market operates in a sector that traditionally lags in digital innovation and tech-savviness. This challenge stems partly from the nature of the industry and its aging demographic. Professions within this sector, including selling and farming, often struggle to attract younger generations.
It was inspiring to witness the traditionally conservative approach of Nagybani Market management evolve towards embracing modernization and forward-looking ideas. However, just as momentum was building towards this transformation, the project hit an unexpected obstacle. The Municipality of Budapest, a key stakeholder with decision-making authority, decided to replace the existing management. Consequently, the project has been temporarily put on hold.
I personally would have loved the opportunity to continue working on the project. The proposed solution outlined above represents a high-concept idea that requires testing, validation, and continuous refinement.
Thank you for your attention!
Want to see more?
Check out my next case study on using Service Design methods to support volunteers assisting Ukrainian refugees.
Next case study
Back to Home