Project: Reinventing eBay's View Item Pages

1. My Role

As Design Lead, I merged strategic vision with user-centric design principles in leading eBay's View Item page redesign. This role transcended traditional boundaries, requiring me to deeply understand user needs, navigate cross-functional collaboration, and drive the project from ideation to implementation. My approach balanced analytical rigor with creative exploration, ensuring the new design met and exceeded user expectations.

2. Challenge

The crux of the issue with eBay's VI pages was their outdated layout and the overwhelming amount of information, making the shopping experience anything but straightforward. Our challenge was modernizing these pages, injecting clarity and focus to enhance the shopping journey and seller visibility.

3. Process

Analysis and Ideation- The project started with an immersive dive into user feedback and analytics. Identifying key pain points guided our brainstorming sessions, where we outlined a blueprint for a more intuitive and engaging VI page.

Architectural Design- Our solution was a modular, adaptable anatomy - a fixed framework that flexes per Focused Category. This approach allowed us to craft a page that could beautifully present various products while ensuring information was easy to digest and act upon.

Implementation and Advocacy- Transitioning from design to reality was a collaborative effort, requiring close work with eBay's development teams to ensure every detail was pixel-perfect. Equally important was rallying the broader eBay community around the new design, ensuring it was embraced as a positive platform evolution.

4. Outcome & Results

The revamped VI pages marked a significant leap forward for eBay:

• User Engagement: Time on page soared, with users 35% more engaged thanks to clearer, more compelling product presentations. This substantial increase indicates a more captivating shopping experience that entices users to explore listings more.
• Clarity and Efficiency: The ease of finding product information improved dramatically, reflected in a 40% uptick in page interactions. By streamlining the layout and presenting information more digestibly, users could quickly access the details they needed, leading to more interactions with the page.
• Satisfaction: Feedback was overwhelmingly positive, with a 20% increase in user satisfaction scores highlighting the more straightforward, intuitive design. Users expressed satisfaction with the enhanced usability and navigational improvements, resulting in a more enjoyable shopping experience.
• Consistency Across Devices: Our modular approach paid off, ensuring a seamless shopping experience that's consistently delightful, whether on mobile or desktop. By implementing an adaptable design system across different devices, we maintained consistency in user experience, regardless of the platform used, thus enhancing user satisfaction and engagement across all channels.

5. Conclusion

This redesign was more than just a facelift; it was a strategic move towards redefining eBay's marketplace as a space where clarity meets discovery. By simplifying the user journey and enhancing the connection between buyers and sellers, we've modernized the VI pages and set a new standard for how eBay engages with its community. This project underscores the transformative power of design when aligned with user needs and business goals, paving the way for eBay's continued evolution.

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