Case Study Pt. 2 (eBay) by Jonathan Bates


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Case Study Pt. 2 (eBay) by Jonathan Bates

  1. 1. Improving user satisfaction. Generating buyers. Reasserting the eBay brand. Simplifying the experience. Strategic Visual Design Jonathan Bates 17 March 2008 Draft 2b
  2. 2. Part One: eBay design challenges
  3. 3. Main user experience issues  User interface inconsistencies  Linear shopping experience lacks flexibility  Multiple methods of purchase = too many reasons for user to delay buying decision  Problematic assumption that buyer is fully informed, won‟t change mind during shopping process
  4. 4. Many products, too many diversions User choices from eBay home page:  Featured promotion modules  Keyword search (general)  Keyword search (within category)  Products by category list  eBay Stores  Express  Motors  „Buy‟ top navigation link
  5. 5. Example: Buying an MP3 player  In test with eBay user, finding a non-iPod MP3 player took nearly 110 minutes  Repeated technical issues (logged-off; page refresh) frustrated user  User reluctant to click promotional links during purchase process  During test, 113 pages viewed  User wanted to be informed, learn about product, able to purchase in non-linear manner
  6. 6. Part Two: A proposed solution
  7. 7. Simplifying Simplify to four stages of user interaction… 1) Find 2) Learn 3) Compare 4) Buy
  8. 8. Linear process vs. user actuated buyPath 1) Find 2) Learn 3) Compare 4) Buy Find …but remove Learn linear process for user-driven Compare purchase path. Buy
  9. 9. Unifying the user experience Create common navigation shell Standardize layout and link conventions On-demand product specs & comparison eBay BuyPath
  10. 10. Unifying the user experience Create common navigation shell Many shopping paths. Standardize layout and link conventions Now with one single common buying path. On-demand product specs & comparison Many shopping paths eBay BuyPath single common buying path
  11. 11. eBay product core values • Remove barriers to buying or selling Simplified • Eliminate „transaction distractions‟ • Navigation, tools and style in common shell Intuitive • Eliminate need for user „learning curve‟ • Allow user to access information when and Informative where they need it, without interrupting purchase process • Allow user to save or suspend multiple transactions Agile • Create “link bin” to store items found during transaction process
  12. 12. Summary of enhancements Common UI Shell  Core navigation & page structure on all pages  Access to help, tips and non-linear information always BuyPath  Single purchase interface for all eBay product buying methods  Save/resume multiple transactions  Allow buyers and sellers to execute transactions at different times, different stages with multiple items  Link Bin  Enable promotional and other links with checkbox or drag function  Allows exploration without „transaction distraction‟
  13. 13. Summary of enhancements eBay Design Practices & Common Tools  Intranet resource for product managers and production staff to understand core design principles  Function- and brand-specific guidelines and tools, including sample code and “Do‟s & Don‟t” guide Create and implement eBay Product Principles  Comprehensive approach to developing, designing, creating and maintaining all eBay sites, services and products  Built around “Find, Learn, Compare, Buy” model Define, protect and enhance the brand
  14. 14. 28 March 2008 Presented for eBay by Jonathan Bates (612) 578 0222