Designing a billion dollar user experience

Designing a billion
dollar user experience

eBay is a leader in mobile commerce and the
world's largest online marketplace. eBay is
currently accounting for 50% of all mobile
commerce in the US.

INTERNET RETAILER: FEBRUARY 16, 2010 $1.2B ACTUAL IN 2009 $2.4B PROJECTED IN 2010

eBay mobile device targeting and support
In more than 190 countries and eight languages.

iPhone apps iPad apps Android apps Blackberry apps
Core app Core app Core app Core app
Selling app
Fashion app
Deals app
Stubhub
Half.com

Mobile web m.ebay.com

m-commerce - where is the money?

mobile apps digital content online goods ofﬂine retail
$3B $24B $600B $5T

GLOBAL 2008 SALES | SOURCE: MCKINSEY, INFORMA, MORGAN STANLEY

Only 12% of the top 500 internet retailers have
mobile-optimized sites.

Only 7% of have mobile applications.

Only 2% offered applications with checkout.

AQUITY GROUP: SECOND ANNUAL MOBILE COMMERCE AUDIT

So how has eBay been able to do that much
volume in merchandise sold over mobile?
• Early in mobile space; leadership
• Extremely relevant: big user need & business opportunity
• Extremely focused user experience

Your experience should be meaningful &
relevant. Ultimately, technology should make
people's lives easier.

$ $
$

And how has eBay been relevant?
People want deals. They now have the ultimate tool
in their hand on location to help them get them.

Consumers now have the power to seek out the best deals
regardless of time or location, doing comparison shopping on the
mobile device while in the store at the mall.

Mobile commerce addresses the challenge of providing consumers with
the ability to shop at what we call the point of impulse, that point at which
the consumer ﬁrst has a notion or inspiration to purchase a product

If that person is not near a store or their PC at that moment, it very likely may
pass and that’s an opportunity lost

How did eBay create this billion dollar UX?

"If you are going to have less things,
they have to be great things."
— John Maeda

Keep it simple
•Fightcomplexity & friction - make those hard choices.
•Challenge yourself -how can you make things simpler?
•Reduce and organize to focus on the one meaningful idea

I use it more than Ebay.com
by SF95014

Great way of watching/buying on Ebay. I actually prefer
using the phone app over the website.

Don't make it a mini version of your website
compliment the experiences

eBay selling complimentary experiences

Deﬁne and limit your IA
It’s about making hard choices and exercising constraint.

The featuritus curve

HAPPY USER PEAK
USER HAPPINESS

“Guess I better look at the manual”
“I RULE!”

“Hey, where the f... did they put that?!”

“Now I can’t even do the
ONE SIMPLE THING
I bought this for...”
“I’m so glad they added this”

“I SUCK!”
“Nice, but I wish I could do more”

T H E N U M B E R O F F E AT U R E S

KATHY SIERRA

eBay iPhone Scenarios
The following is a list of use cases and list of their associated features that would like to build for 1.0.
All features in gray are deferred for future releases.

Use Case Features
Comparison shopping in the store – can I buy + Search results
this for cheaper on eBay or not? + Best Match sort by default
+ Allow user to select alternative sort on search results
screen (TES, price, price+shipping)
+ Filter search results by category histogram helper
+ Completed items search
+ Historical pricing data

I want to bid / rebid quickly. + Easy to see / refresh current item bid data
+ Efficient bidding interface
+ Efficient outbid notification and rebid interface
+ Support for: Bid, BIN, Bid/BIN, Multi-quantity
+ No support for immediate payment (due to backend
constraints) – either filter from search results, gracefully
message user on view item screen or flip the user over to
the full website

Contact a seller. + Ask a seller a question (ASQ) about a listing
Respond to a buyer. + Respond to a buyer’s ASQ
+ Best offer

Am I still winning? + Home screen status for at a glance info
What’s happening with my watched items? + My eBay Buying: Watching, Bidding (winning, losing),
Ended (won, lost)

How much stuff is my selling for? + Home screen status for at a glance info
+ My eBay Selling: Scheduled, Active (bids, no bids, below
reserve price), Ended (sold, unsold)

I want to browse for something to buy. + Deferred for post-1.0 releases

I want to take pictures of items I want to sell. + Deferred for post-1.0 releases

I want to send this listing to a friend. + Deferred for post-1.0 releases

I want to be notified when I’m outbid or a + Deferred for post-1.0 releases
listing is about to end.

We were super focused and supported only
three main use cases:
• “Can I get this thing cheaper?”
• “I want to bid/rebid last minute”
• “I want to check my status”

This focused IA has led to great
scalability and limited feature creep.

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Test your use cases in the real world

We had to go back and optimize our APIs

Design for small and quick tasks

Shopping is emotional
Inspire with pictures, visuals, create urgency with
limited quantity and engagement with the environment

There is a customer expectation for higher
quality, interactive viewing on mobile screens
as technology improves

There is a customer expectation for uploading
of pictures through mobile devices

Rich, full-screen image zoom and videos are the most effective
ways to browse or display merchandise on mobile devices

ADOBE SCENE7 MOBILE COMMERCE SURVEY | AUGUST 2010

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User can swipe lmstrip to cycle through minis and then select
an image for the top area by touching a thumbnail.
They can also push the play button to see a slideshow.

New image strip
for fast browsing

Use big juicy buttons for transactional inputs

BUY ME NOW!
(or make it mind numbingly easy to buy things)

Buy & Bid Ask seller question

?

Home Search My eBay

As ambassadors for the customer, there are two key
takeaways for designing a billion dollar experience:
•Keep it simple
•Ultimately, technology should make people's lives easier

Designing a billion dollar user experience

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