As the interaction designer on the project:
- I worked with the lead designer, product manager and user researcher to frame the problem, hypothesis and design framework
- I designed, prototyped and delivered design specs for the core features I was responsible for
- Lead designer + Interaction designer (Me)
- User researcher
- Content strategist
- Product manager
My eBay is the center of the eBay experience for most buyers and sellers. Its a hub where they track, manage and complete their transactions. Its also a key strategic asset with almost one third of bids originating from My eBay (and its email notifications). Its also the #2 destination (after Sign-In) for eBay customers on eBay.com.
We felt like we were under utilizing the potential of My eBay, and wanted to explore redesigning it with the primary business goal of:
- increasing buyer engagement, measured by bids per My eBay session
- increasing seller engagement, measured by listings per My eBay session
My eBay doesn't feel personalized to the goals and activities of the type of user:
- Newbie, casual or top buyer
- Newbie, casual or top seller
- Hybrid buyer/seller
Our hypothesis was that by personalizing homepage, improving way-finding and showing clear call to actions, we would be able to increase buyer and seller engagement.
Formative User Research: Our user research team came up with a set of methodologies (from visits, participatory designs, surveys, and competitive reviews) to answer the following questions:
- What should be My eBay’s value proposition to its users?
- What role does eBay play in users’ daily lives?
- What are the pain points with using My eBay?
- What user segment(s) should My eBay Redesign target?
- What are the opportunities to increase bids via My eBay?
- What are the opportunities to increase listings via My eBay?
- How to make My eBay a better place to discover features?
After the research, we narrowed down the focus of the redesign on all buyers and casual sellers. We came up the user mental model for My eBay, and formed a few high level themes to focus our design iterations on.
Design Iterations: In the earlier phases: the designers, researcher and content strategist acquired a war room and sketched several different concepts to re-organize the page. Once we narrowed down a few options with user validation, we split the design tasks. I focused on the "inspiration" aspect of My eBay which included User Profile, Watching List, Community Updates and Seller Totals sections.
The redesign had a gradual, phased rollout starting with a special beta for internal/MVP users, followed by opt-in beta for all users, followed by an A/B test for newbie users with less than 5 feedback score on eBay, and finally a forced opt-in for all users. Here are the results from the A/B test run on newbie users:
- 7% higher bids per session were placed by My eBay Next users as compared to My eBay Classic
- 6% more average items won per user per day on My eBay Next as compared to My eBay Classic
- My eBay Next is more efficient than the average My eBay Classic user with higher win rate, higher bid rate per session, shorter session duration, and lower overall My eBay related page views.
- This project took a good part of a year to finish, from "understanding" to "launch". While we followed "agile" development lifecycle, with gradual rollout to internal, low value and then high value customers, this seemed like a really long time to validate some of our core hypotheses.
- Buyer and Seller team often worked in silos, which made getting stakeholder feedback challenging. I learnt that its best tackled by involving stakeholders as early in the design process as possible without counting on your PM do be doing the job.