eBay Selling Flow

Visual Design • User Interface • User Experience

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In 2015 the selling process on eBay had become a long, bloated process.  Experienced users had to slog through a long form, developing their own shortcuts and ways to determining how to price and sell an item.  And for new users being introduced to eBay, it was much more easier to sell stuff on their own social networks and burgeoning marketplace apps.

Our research of new and existing users highlighted severe usability issues: on average it took nearly 30 minutes to complete the selling process, due to a number of factors - users didn't know how much their item was worth and didn't know how to price their item competitively, the number of requirements created numerous points of friction, and entering shipping details was a confusing process.  New users had preconceptions about selling on eBay about the fees that it charged.

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Working closely with engineers and our business partners, we re-examined the entire process, questioning business rules and required fields to see where we could simplify the process.

Using structured data, we created a more inviting onboarding system, where a user could enter the name of the item they would sell, and eBay would show a list of matching products, as well as pricing information based on similar apps that sold in the past 90 days.

Once an item is selected, we provided helpful guidance to help the seller provide enough information that would give buyers confidence in what was being sold.  It encouraged users to provide an abundance of photos and a short but detailed description.  In terms of pricing and selling, eBay provided recommended settings based on previous selling items to make the listing process much easier.

Transparency was also important, so before committing to listing the item, we provided a confirmation screen that showed how much the item would sell for, as well as how much in terms of fees would be charged once the item was sold.

The new selling process was designed to work on the web, as well as within the native iOS and Android apps.