designing a billion dollar user experience

Designing a billiondollar 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

iPhone appsCore appSelling appFashion appDeals appStubhubHalf.com

iPad appsCore app

Android appsCore app

Blackberry appsCore app

eBay mobile device targeting and support

Mobile web m.ebay.com

In more than 190 countries and eight languages.

mobile apps digital content online goods offline retail

m-commerce - where is the money?

$3B $24B $600B $5T

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

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

AQUITY GROUP: SECOND ANNUAL MOBILE COMMERCE AUDIT

Only 7% of have mobile applications.

Only 2% offered applications with checkout.

So how has eBay been able to do that muchvolume 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 makepeople's lives easier.

And how has eBay been relevant?

$$$

People want deals. They now have the ultimate toolin 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?

Keep it simple

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

— John Maeda

•Fight complexity & 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.comby 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 websitecompliment the experiences

eBay selling complimentary experiences

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

The featuritus curve

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

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“Nice, but I wish I could do more”

“I’m so glad they added this”

“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 SUCK!”

HAPPY USER PEAK

KATHY SIERRA

eBay iPhone ScenariosThe 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

Comparison shopping in the store – can I buy this for cheaper on eBay or not?

Features

+ Search results+ 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. Respond to a buyer.

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

Am I still winning? What’s happening with my watched items?

+ Home screen status for at a glance info+ 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.

I want to take pictures of items I want to sell.

I want to send this listing to a friend.

I want to be notified when I’m outbid or a listing is about to end.

+ Deferred for post-1.0 releases

+ Deferred for post-1.0 releases

+ Deferred for post-1.0 releases

+ Deferred for post-1.0 releases

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

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

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Test your use cases in the real world

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We had to go back and optimize our APIs

Design for small and quick tasks

Shopping is emotionalInspire with pictures, visuals, create urgency withlimited quantity and engagement with the environment

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

There is a customer expectation for uploadingof pictures through mobile devices

Rich, full-screen image zoom and videos are the most effectiveways 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 stripfor fast browsing

BUY ME NOW!

Use big juicy buttons for transactional inputs

(or make it mind numbingly easy to buy things)

Home My  eBaySearch

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Buy & Bid Ask seller question

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

kneel@ebay.com

ladyhouse