case study pt. 2 (ebay) by jonathan bates
TRANSCRIPT
Jonathan Bates
17 March 2008 Draft 2b
Strategic Visual Design
Improving user satisfaction.
Generating buyers.
Reasserting the eBay brand.
Simplifying the experience.
eBay design
challenges
Part One:
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
Main user experience issues
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
Many products, too many diversions
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
Example: Buying an MP3 player
A proposed solution
Part Two:
Simplify to four stages of user interaction…
Simplifying
1) Find 2) Learn 3) Compare 4) Buy
Linear process vs. user actuated buyPath
…but remove
linear process for
user-driven
purchase path.
Find
Learn
Compare
Buy
1) Find 2) Learn 3) Compare 4) Buy
eBay BuyPath
On-demand productspecs & comparison
Standardize layoutand link conventions
Create commonnavigation shell
Unifying the user experience
Many shopping paths
single common buying path eBay BuyPath
On-demand productspecs & comparison
Standardize layoutand link conventions
Create commonnavigation shell
Unifying the user experience
Many shopping paths.
Now with one single
common buying path.
• Remove barriers to buying or selling
• Eliminate „transaction distractions‟Simplified
• Navigation, tools and style in common shell
• Eliminate need for user „learning curve‟Intuitive
• Allow user to access information when and where they need it, without interrupting purchase process
Informative
• Allow user to save or suspend multiple transactions
• Create “link bin” to store items found during transaction process
Agile
eBay product core values
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‟
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
Summary of enhancements
