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The AIDA Objective, User Interface, and User Experience of Carousell

Carousell is a mobile and online consumer to consumer marketplace for buying and selling new and secondhand goods. It is headquartered in Singapore. Carousell operates within countries like Singapore, Malaysia, Indonesia, Taiwan, and United States. Carousell is currently available as a mobile app for Apple and Android devices, and also website.



AIDA Model of Carousell

AIDA stands for Attention, Interest, Desire, and Action, which is very useful for marketers to establish effective marketing communication campaign.

Attention

The first step is to grab people's attention. Carousell has a 'Promote' feature.
A user can share and promote their product using social media. This means, user's friends or followers can see the post, which has mentioned 'Carousell' brand. This will increase awareness of the brand for non-users, reach and impressions.

'Promote' feature on Carousell

Automatically posted on user's social media account


Interest


After getting people's attention, we need to engage with them so they will want to spend their time understanding our message more detail. Carousell has official social media account, including Facebook, Twitter, Blog, and Instagram. Each contents represent what is Carousell.

Facebook fanpage
Twitter account

Blog

Instagram account


Desire

In this step, marketers should make users understand what product are we offered to them. We also need to be the answer of users needs and wants.
Carousell convict users to use the app because there are so many benefits by using it.
Price comparation

Users can sell anything on Carousell

Action

Marketers need to be very clear what action they want their readers to take. In this part, Carousell want non-users to download the app by clicking the URL link (so it may ease the process of download, rather than tell people to download without insert any URL). The process of selling and buying are very easy, so that, people will love this app. It is easy to find your needs, besides, you can make profit.

Retention

An unique point of Carousell is, it has a group community. For example, Zara Fashionistas, Batik Lovers, Nike Sports, Forever 21 Fashionistas, and many more. Users can find what group that match to them, also find people with similar interests.


User Interface

Carousell app and website is dominated by white and red color, without any kind of pattern; very simple because it's using a plain color. 



But sometimes, the app won't open because it is said there's a connection problem. Whereas, my Wifi connection is very strong and I can open another app smoothly. So I need to quit and re-open the app.

User Experience

I have to admit, the navigation of Carousell app is very easy.
  • When we open the app, we directly can search product by its category, sell product, check inbox, check group, and check our profile. The app runs smoothly.
  • Carousell always update what is currently trending. For example 'Resolusi 2017 : Tahun Depan Kurus!'. If we click this banner, it directly show sports apparel and sports equipment.
  • The product category is specific. For example, if we open 'Health and Beauty' category, we can specify it into 'Skin, Bath & Body', 'Makeup', 'Hair Care', 'Men's Grooming', and 'Perfume, Nail Care, & Others'. The more specific, it will be easier to find what we need.
  • In Carousell, we can bargain the product price, and send message to seller.
Sell product
Specific category


References :
https://en.wikipedia.org/wiki/Carousell_(company)
https://www.mindtools.com/pages/article/AIDA.htm

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