The Old Experience
1. Seller Hub
2. Marketing Tab
3. Ads Sub-Tab
4. Create New Campaign
5. Get Started
Set Up Ads
The Problem
eBay business sellers struggle to find and use pay-per-click advertising, missing a key chance to sell faster and grow. Addressing this could unlock an additional $27.6 million in annual revenue for eBay.
The Solution & Impact
From 5 clicks away to
1-click away.
Completion Time
Conversion Increase
Retention Rate
Est Annual Revenue (USD)
The Design Process
This case study addresses a highly complex issue with significant business impact. I made design decisions based on direct user feedback, estimated conversion rates, and considerations for design scalability. I iterated fast with rapid feedback.
Design Decision
Intervene Early to Increase Retention
I conducted a thorough analysis of the user journey map to determine the best points for integrating eBay pay-per-click ads. Although there are many options, introducing the product early significantly reduces the steps required to discover it, thereby increasing product exposure and benefiting both conversion and retention.
Old User Journey Flow
Design Iteration
Adopt Side-by-Side Layout Instead of Tabs
eBay offers two advertising products: a traditional pay-per-sale option (available on the listing tab) and a new pay-per-click option. A major challenge was presenting both in one modal. I explored two designs: tabs to separate the products and a side-by-side layout for easy comparison. Usability tests showed that 60% of participants found the tabs confusing, mistaking them for mode switches. Therefore, I opted for the side-by-side design, as detailed in the initial wireframes.
📦 Archived Design
✅ Final Design
Design Iteration
This project presents numerous edge cases. I prioritized the happy path first, focusing on a new ads user who is promoting an item for the first time, rather than a seller already using PPC campaigns. Once I established a solution for the happy path, designing for the edge cases became easier with a reference point.
Design Iteration
98% of eBay sellers use the desktop version, though they can also log in via the mobile website. I designed for desktop first, then adapted the mobile version based on the desktop design.
Final Design
One Stone,
Three Birds.
Previously, finding the advanced ad required five clicks; now, it's prominently displayed on the listing page, just one click away from promotion. This solution not only addresses the entry point issue but also streamlines campaign setup and management. One solution, three benefits.
Before
Entry Point Invisible
No Easy Setup
Difficult Ads Management
After
Entry Point on Listing Page
2 Clicks Setup
2 Clicks Ads Management
Aliena Cai
This design project exemplifies how I can benefit your business.
If you're interested in collaborating, please contact me :)
Or email me aliena.connect@gmail.com