eBay app: shop and refine by category
PROJECT:
eBay Stores Redesign for Android, iOS
ROLE:
Responsible for app design and hand-off to product team.
Presented designs to design leadership and product team.
Worked with User Researcher to establish user testing framework.
Created high-fidelity prototypes for testing.
Presented user tests plan to design leadership.
Used usability data to establish an iterative design cycle.
BACKGROUND:
eBay stores redesign is an initiative to highlight sellers presence on the eBay platform. A strategic decision to improve visibility of storefronts and allow store owners to customize the look and feel of their storefront, while highlighting unique product assortments.
PROBLEM:
The MVP launch of the eBay Stores redesign stripped away core functionality from the storefont. That functionality was the ability to refine the product assortment that was being displayed (on the storefront). The MVP launch removed all browse based tools and functionally, leaving only store based search.
Currently storefronts heavily rely on sort | filter features.
Store assortments are highly irregular and search quires often do not result in relevant search results.
APPROACH:
To help storefront owners create and curate a compelling shop experience, I designed a set of tools to help them display their unique product assortments. My hypothesis was that building robust filter, sort, and category navigation tools for storefronts would result in higher carting and lower rates of store abandonment.
This was a net new design and I didn’t have any data to reference for the storefront. I worked closely with a User Researcher to establish a series of usability and preference tests with robust prototypes to get user feedback into the design cycle. By doing this it brought the voice of the user to the product team and to help us make informed decisions.
TESTING PLAN
I worked closely with a user researcher to build prototypes and a test plan and to validate our hypothesis. I presented our test plan to design management and product team for sign off. We piloted iterative testing for the stores program, getting sign-off on with multiple rounds of prototyping and mobile and desktop designs.
IMPACT
I worked rapidly with the eBay design system to create prototypes to test design hypothesis. Working with a researcher, we created a new test platform to validate designs before they go off to development. This created excitement in the design organization, and introduced new ways of working internally. The product team responded well to the early feedback, meaning the findings from our tests we rapid implemented on the app.
Piloted testing program for Stores redesign
Winning designs are live in the eBay app now
Redesign was successful and drove meaningful conversions on the site