EBAY
| PERSONAL PROJECT
OVERVIEW
ebay is an online auction and shopping website in which people and businesses buy and sell a wide variety of goods and services worldwide.
THE PROBLEM
Users find eBay's website to be overwhelming due to the vast amount of information displayed at once.
ROLE
UI/UX Designer
User Research, Visual Design, Prototyping & Testing
DATE
2018 (5 week project)
THE GOAL
Restructure the site's information architecture so that the information is grouped into categories, creating a more user-friendly navigation.
RESEARCHING THE COMPETITION
I conducted a competitive analysis of eBay's competitors to have a better understanding of the industry standards. This allowed me to identify opportunities and close the gap regarding eBay's weaknesses.
UNDERSTANDING THE USERS
User interviews were conducted to gather insights from existing users, this was done to understand their needs, goals, and current frustrations with the website. I then organized the insights and developed a user persona to represent a user type.
MAPPING THE USERS JOURNEY
A user journey map was created to visually illustrate the user's flow through eBay's website, starting with the initial contact, and continuing through the process of purchasing an item. This allows me to see pitfalls within the process and identify potential opportunities.
DESIGNING SOLUTIONS
I conducted user testing on eBay's current website to reveal pain points that may have been missed in the user interviews. Once I had all of my insights I created wireframes to eliminate the frustrations users revealed. The main improvements were:
NAVIGATION UPDATES
Content has been organized into suitable categories, making it easier for users to locate items they are searching for.
CHECKOUT FLOW
Checkout has been upgraded to a 3 step process. Users find this easier to fill out compared to having one long page filled with multiple tedious boxes to fill out.
PRIORITIZE CATEGORIES
While shopping for shoes users were most interested in shopping by type of shoe, followed by brand. Therefore these categories were placed at the top of the shoe page.
