eBay | Portfolio

A Social Market place, where buyers and sellers connect deeper.

How can we improve eBay’s user experience?

Brief

How can eBay compete in an ever-changing

e-commerce market?

Project Partner: Janie Asencio and Olivia

Role

UX – Interviews and Contextual Inquiries, Research Synthesis, Defining Users, Building Personas, Feature prioritisation, Information architecture.
UI – Wireframing, Prototyping, Usability Testing.

Assumptions

Buyers don't trust eBay Sellers
UI is busy - users have difficulty finding the information they need
Users make a purchase decision based on photos, item description and reviews.

Hypothesis:

If ebay provided better photos, reviews and descriptions, buyers would trust ebay and conversions would improve.

product to cart pages explored:

product Search page

product selection

item categorisation

Checkout

experience

Why People don't trust eBay?

Finding and confirming the problem through research

15 interviewees found eBay

busy, inconsistent and untrustworthy

"I prefer to buy off Facebook marketplace or Instagram where I can see the seller"

"I don't buy it unless there are good reviews"

"I have trust issues with eBay, I'm worried it could be fake"

"Sellers are inconsistent"

"I need peace of mind, once I paid... I want to confirmation"

Scenarios tested on current eBay website:

Search an item and determining the trust of a product or seller

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RESEARCH FINDINGS

BASED ON 46 SURVEY RESPONSES

USERS' PURCHASEs ARE based on

eBay's user's trust is intimately tied to it's sellers

USERS

SELLER

WHAT USERS SEE

THE LACK OF TRUST AFFECTS HALF OF THE POTENTIAL BUYERS:

USERS INSTEAD TRUST FACEBOOK MARKET PLACE BECAUSE:

" I like to know who I'm buying from"

MEET JESSIE

THE UNIQUE HUNTER

& SOCIAL MEDIA ADDICT

"if I cannot find what I'm looking for on Facebook market place I buy from eBay but only if I trust the seller"

goals

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pain-points

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HOW CAN eBay COMPETE with social MEDIA

e-commerce

FEATURES NEEDED FOR EBAY TO IMPROVE

MUST

IMPROVE SEARCH FUNCTIONALITY
ADD TO CART FROM INFORMATION PAGE

should

HIGHLIGHT SELLERS REVIEWS, RATING, SELLER INFORMATION

CLEANER UI

could

INCLUDE SELLER'S LOCATION

won't

FREE RETURNS,
FREE SHIPPING,
REMOVING ADS

iTERATING on the search page

15 users were asked to add a product to cart

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FIRST DESIGN:

USERS NEEDED TO SEE PRICE AND ITEM NAME

SECOND DESIGN:

ITEMS WERE CATEGORISED, PRICE AND PRODUCT NAME INCLUDED

THIRD DESIGN

NAVIGATION BAR WAS INCLUDED

product page

"I love eBay social, sellers are now transparent and I know if the product is real from seeing photo reviews"

@Jessie

Would Jessie buy from eBay?

INTRODUCING THE FINAL VERSION OF...

A Social Market place, where buyers and sellers connect deeper.

SELLERS profilE, reviews AND product info, are now easy to access with fixed buttons

the product page contains only what users need

Product photo
Price
How many items sold
Item description
Similar items
Seller information

ability to leave photo Reviews, providing further evidence that the item is real

sellers profile are clear and consistent

Profile photo and bio
Ratings, reviews and location
introduction video
consistent sellers shop

Link social media to discover unique product recommendations

Based on your social media activity