Client
eBay
Role
UX/UI Designer
Project Length
10 weeks
The Overview
This project was the response to a brief set by eBay through the D&AD design competition: get Gen Z to sell their pre-loved items on eBay, focusing primarily on new sellers. The response needed to be simple, tangible, and realistic. The outcome was a gamified in-app points system to reward and incentivise sellers on eBay. Scroll below to interact with the final prototype.
The Problem
Although Gen Z was familiar with online second-hand marketplaces, they wouldn't usually consider eBay. Through my research, I found that Gen Z's attitude towards selling on eBay stemmed from a lack of community, incentive, and trust in sellers. These were things Gen Z valued in the brands they used, and eBay didn't offer this.
The lack of community, incentive to sell, and trust in sellers were the main issues addressed in the solution.
Research: Key Insights
Methods: Examining statistics, investigating articles, analysing competitors, and conducting user interviews
Insight 1:
Gen Z likes online social communities and spaces and they like to have fun while thrifting
Insight 2:
Gen Z likes authenticity and individuality when it comes to sellers on competitor apps like Depop and Vinted
Insight 3:
Gen Z didn’t trust sellers on eBay as their profiles and usernames tended to look like bots
Ideation: Opportunities
Opportunity 1:
Make eBay a more social and engaging platform
Opportunity 2:
Make selling easier
Opportunity 3:
Help sellers feel rewarded for their time invested in selling
The Solution
A new in-app currency exclusively for sellers, called Greenpoints. Along with this is an achievement system to add more incentives for sellers to build and engage their online presence on eBay.
Greenpoints can be earned by selling items, gaining positive reviews, and earning achievements. The points can be redeemed to customise seller profiles. The main draw of Greenpoints would be the ability to purchase listing boosts without spending money. This would cost the most Greenpoints but would be more attractive for young sellers.
User Testing
Two rounds of user testing was conducted with people who had experience selling items online, but never used eBay. Through these tests, I made a few redesigns to allow better ease of navigation and comprehension of the overall new points system. At the end, there was a 94% increase in the likelihood that they would sell on eBay with these rewards.
Final Designs
Designed by me, powered by Framer