EBAY VIEW ITEM

Transforming eBay's most highly trafficked product display page.

BRAND: EBAy

DATE: 2022

PLATFORMS: IOS/ANDROID/WEB

ROLE: DIRECTION/DESIGN

TEAMS: CORE PRODUCT

STATUS: RAMPING

The View Item page is eBay's most highly trafficked page with hundreds of millions of views per day. Years of optimizations made the page extremely complex and visually dated, making it difficult for users to trust the platform and find information they need in order to make an informed purchase decision. I led a redesign to reimagine the page in collaboration with the Design Systems and View Item domain teams.

Together we created a scalable and modern framework elevating any product that can be sold on eBay, as well as the sellers and their brand. We also ensured the system can flex for eBay's more specialized categories like home goods and luxury collectible sneakers where there are opportunities to tailor content and appeal to those buyers. The team developed fully functional native and responsive web prototypes to stress-test concepts and evaluate designs with actual users. The result, a modern and consistent experience across platforms. One that people greatly appreciated due to the balance of simplicity and beautiful utility.

UX FRAMEWORK

The new framework utilizes an organized and consistent layout that scales beautifully across displays—small or large.

Sellers can easily find the information they're looking for due to a purposeful and clean organization of content that reflects the order and hiearchy of what matters most to buyers. Photos of products stand out alongside item names and purchasing options, with seller information integrated to help build trust. We worked closely with the Ads team to find harmonious solutions for ad integration at numerous areas of the page.

MEDIA GALLERY

Item media is elevated as a key focal point in the layout to visually highlight products and draw the attention of buyers.

When it comes to evaluating products on eBay, buyers have stated repeatedly that they rely on photos to inform much of their decision making. We made the image tiles larger and more user friendly, expanding into an immersive gallery supported by captions so sellers can call out any details or defects of an item.

BUY BOX

Critical info like price, ratings & reviews, purchase options and policies are grouped closely together for easy access.

So we redesigned eBay's "Buy-Box", the area and modules that containt these highly important elements. We created an elegant layout that can scale to accomodate a multitude of skus and purchasing options without breaking the layout of the page. We also assigned a dedicated home for key confidence drivers like eBay's Money Back Guarantee and return policies, leveraging lightweight modals to bring content to buyers so they don't need to travel off the page.

SELLER INFO

The credibility of the seller is critical for buyers so we made seller information accessible at multiple places on the page.

It's important that buyers are able to access seller information on View Item. We considered dedicated zones for seller content with the "hand-shake" as an intro at the top of the page, followed by a dedicated seller section further down. Consistent across platforms, buyers can now see who the sellers are, their ratings/reviews, visit their shops, or contact them for questions.

FLEXIBILITY

The experience flexes gracefully tailoring to thousands of unique items sold on eBay— while retaining a cohesive framework.

Sneaker sellers are able to include 3D scans of sneakers and items from eBay's product catalog can be supported by a Product Features section highlighting unique aspects of an item. All of this made possible by a flexible framework that scales gracefully without breaking the layout so that going from view item to view item is a consistent and familiar experience.

"The new experience is able to flex gracefully tailoring to the unique for the thousands of items sold on eBay while retaining a singular underlying framework."

CHRIS ROMERO
VP OF DESIGN, AT&T