Alex Yra

Work

About

Design for early-stage teams

eBay Garage

eBay Garage is a shopping experience built for automotive enthusiasts who shop for motorcycle or car parts on eBay. It launched in 2018 on web and native apps in eBay’s top 7 global regions.

Alex Yra

Work

About

Design for early-stage teams

eBay Garage

eBay Garage is a shopping experience built for automotive enthusiasts who shop for motorcycle or car parts on eBay. It launched in 2018 on web and native apps in eBay’s top 7 global regions.

eBay Garage

eBay Garage is a shopping experience built for automotive enthusiasts who shop for motorcycle or car parts on eBay. It launched in 2018 on web and native apps in eBay’s top 7 global regions.

I led the design of the motors shopping experience between July 2017 and December 2018 and collaborated with two other designers on the Fitment (compatibility) and Diagram shopping features. In addition, I worked alongside a Content Strategist and 3 Product Managers.

I led the design of the motors shopping experience between July 2017 and December 2018 and collaborated with two other designers on the Fitment (compatibility) and Diagram shopping features. In addition, I worked alongside a Content Strategist and 3 Product Managers.

I led the design of the motors shopping experience between July 2017 and December 2018 and collaborated with two other designers on the Fitment (compatibility) and Diagram shopping features. In addition, I worked alongside a Content Strategist and 3 Product Managers.

The customer problem

The customer problem

The customer problem

eBay Garage would address issues uncovered from overwhelming customer feedback from eBay’s community of motors enthusiasts, internal analytics and usability testing.

eBay Garage would address issues uncovered from overwhelming customer feedback from eBay’s community of motors enthusiasts, internal analytics and usability testing.

eBay Garage would address issues uncovered from overwhelming customer feedback from eBay’s community of motors enthusiasts, internal analytics and usability testing.

Frustrating shopping experience

Sophisticated parts shoppers expect a shopping experience similar to how they shop in real life, like at brick-and-mortar stores such as AutoZone or O’Reilly’s, where a store worker can effectively help the customer find the parts that are compatible with their vehicle.

Needles in a haystack

Shoppers usually encountered an overwhelming amount of items when they would search for vehicle parts, and products were not organized in a way that allowed for easy browsing.  It would take lots of work to find the correct part at the right price. 

Trust issues

In some cases, eBay would indicate that an item is compatible with a customer’s vehicle when in actuality, it did not.  This resulted in not only a poor shopping experience, but also reduced trust in eBay’s fitment system - and eBay as a whole - by both buyers and sellers.

Fragmented experience

The parts shopping interface varied widely in appearance, function and behavior as customers switched their online shopping between eBay’s website and mobile apps.

A tailored shopping vision

A tailored shopping vision

A tailored shopping vision

Our vision for eBay Garage was to be a one-stop shop for Bay customers shopping for parts for their automobile or motorcycle.  It would be deeply personalized to customers’ vehicles, including:

  • A robust system to indicate an items “fitment” or compatibility to assure shoppers that the product they are buying will truly fit their vehicle

  • A world-class parts shopping experience that exceeds the expectations of auto enthusiasts

  • A consistent experience that works as well on mobile devices as it does on desktop

Our vision for eBay Garage was to be a one-stop shop for Bay customers shopping for parts for their automobile or motorcycle.  It would be deeply personalized to customers’ vehicles, including:

  • A robust system to indicate an items “fitment” or compatibility to assure shoppers that the product they are buying will truly fit their vehicle

  • A world-class parts shopping experience that exceeds the expectations of auto enthusiasts

  • A consistent experience that works as well on mobile devices as it does on desktop

Our vision for eBay Garage was to be a one-stop shop for Bay customers shopping for parts for their automobile or motorcycle.  It would be deeply personalized to customers’ vehicles, including:

  • A robust system to indicate an items “fitment” or compatibility to assure shoppers that the product they are buying will truly fit their vehicle

  • A world-class parts shopping experience that exceeds the expectations of auto enthusiasts

  • A consistent experience that works as well on mobile devices as it does on desktop

Kickoff

Kickoff

Kickoff

I developed journey maps of the existing eBay experience from start to finish, highlighting pain points and areas of friction or frustration. 

I also conducted audits of competitor experiences to identify recurring themes and concepts. What are they doing right and wrong?

I then led product discovery sessions with stakeholders where I shared my findings with the different teams, who also shared their expertise on the problem space and recommendations for improving the experience. 

I developed journey maps of the existing eBay experience from start to finish, highlighting pain points and areas of friction or frustration. 

I also conducted audits of competitor experiences to identify recurring themes and concepts. What are they doing right and wrong?

I then led product discovery sessions with stakeholders where I shared my findings with the different teams, who also shared their expertise on the problem space and recommendations for improving the experience. 

I developed journey maps of the existing eBay experience from start to finish, highlighting pain points and areas of friction or frustration. 

I also conducted audits of competitor experiences to identify recurring themes and concepts. What are they doing right and wrong?

I then led product discovery sessions with stakeholders where I shared my findings with the different teams, who also shared their expertise on the problem space and recommendations for improving the experience. 

Discovery

Discovery

Discovery

I developed journey maps of the existing eBay experience from beginning to end, highlighting pain points and areas of friction or frustration. I also conducted audits of competitor experiences to identify recurring themes and concepts. What are they doing right to meet buyer expectations? I facilitated product discovery sessions with stakeholders who also shared their expertise on the problem space and recommendations for improving the experience. 

I developed journey maps of the existing eBay experience from beginning to end, highlighting pain points and areas of friction or frustration. I also conducted audits of competitor experiences to identify recurring themes and concepts. What are they doing right to meet buyer expectations? I facilitated product discovery sessions with stakeholders who also shared their expertise on the problem space and recommendations for improving the experience. 

I developed journey maps of the existing eBay experience from beginning to end, highlighting pain points and areas of friction or frustration. I also conducted audits of competitor experiences to identify recurring themes and concepts. What are they doing right to meet buyer expectations? I facilitated product discovery sessions with stakeholders who also shared their expertise on the problem space and recommendations for improving the experience. 

Sketching and wireframing

I created flows to show how the customer journey could change based on on the approach. The Garage would be at the center of the shopping experience, where the shopper would enter their vehicle information.  From there, they could jump off to other areas within the core experience, such as the home page, search results, item details and checkout, and their vehicle information would follow them to show that the items they have truly fit their vehicle.


Sketching and wireframing

I created flows to show how the customer journey could change based on on the approach. The Garage would be at the center of the shopping experience, where the shopper would enter their vehicle information.  From there, they could jump off to other areas within the core experience, such as the home page, search results, item details and checkout, and their vehicle information would follow them to show that the items they have truly fit their vehicle.


Sketching and wireframing

I created flows to show how the customer journey could change based on on the approach. The Garage would be at the center of the shopping experience, where the shopper would enter their vehicle information.  From there, they could jump off to other areas within the core experience, such as the home page, search results, item details and checkout, and their vehicle information would follow them to show that the items they have truly fit their vehicle.


Research & iteration

Research & iteration

Research & iteration

I created some initial design concepts based on the wireframes to explore content hierarchy, layout and design. I built interactive prototypes, which we showed to new and experienced P&A buyers to get their reaction and feedback.  The research affirmed much of our design approach, and we made some additional tweaks to address potential customer issues.

I created some initial design concepts based on the wireframes to explore content hierarchy, layout and design. I built interactive prototypes, which we showed to new and experienced P&A buyers to get their reaction and feedback.  The research affirmed much of our design approach, and we made some additional tweaks to address potential customer issues.

I created some initial design concepts based on the wireframes to explore content hierarchy, layout and design. I built interactive prototypes, which we showed to new and experienced P&A buyers to get their reaction and feedback.  The research affirmed much of our design approach, and we made some additional tweaks to address potential customer issues.

Introducing eBay Garage

Introducing eBay Garage

Introducing eBay Garage

Today, it is much easier for eBay customers – shopping for parts that are compatible with their car or motorcycle – to find the things they are looking for. Motorheads and regular car owners alike benefit from key advantages of the experience:

Today, it is much easier for eBay customers – shopping for parts that are compatible with their car or motorcycle – to find the things they are looking for. Motorheads and regular car owners alike benefit from key advantages of the experience:

Today, it is much easier for eBay customers – shopping for parts that are compatible with their car or motorcycle – to find the things they are looking for. Motorheads and regular car owners alike benefit from key advantages of the experience:

An overwelming positive response

In February 2018 Garage launched on Desktop & Mobile web. In Summer 2018 it launched on eBay’s iOS and Android apps. eBay Garage is available in 7 regions of US, UK, Germany, Australia, France, Italy, Spain, and Canada.  By the end of 2018, it was clear that providing a Parts & Accessories category experience tailored to the needs of its customers paid off:

Save vehicles to your garage

While most shoppers will have only 1 or 2 vehicles, there are some who may have a significant amount of vehicles to shop for. eBay Garage provides an interface where shoppers can add, edit, or delete their vehicles to a list on eBay. The list would be saved, so customers can pickup where the left off.

Visual browse

To support a retail standard experience, the Garage displays a grid of categories that a shopper can easily navigate. Similar to aisles in a brick-and-mortar parts store, a parts shopper can drill down to find the part they are looking for.

Enhanced search

The best way to find a part is through Search. In eBay Garage, frequently used keywords are highlighted to show what similar vehicle owners searched for. This list of keywords were also based on the customer’s region, so owners in one country would see related searches relevant to their local area.

Shop by diagram

If a shopper doesn’t know the name of a part, the diagram shopping tool allows them to navigate an exploded drawing of their vehicle and click on the specific part.

Improved fitment system

As the user, eBay Garage augments the core eBay shopping experience by providing visual signals indicating that an item is compatible with their vehicle.  If an item is not compatible, the system will alert the shopper so they don’t inadvertently purchase something that doesn’t fit.

Multiple entry points

Users can go directly into their Garage by entering their url.   if a user has saved vehicles, it will show up on the eBay Home page or the eBay Motors home page to provide easy access.  A shopper can organically create a garage by simply typing a part query that includes the year, make and model of their vehicle.

5x

5x

Daily average views than the most popular category (electronics)

20x

20x

Daily average sales than the most popular category

2x

2x

Better conversion than all categories on eBay combined

Related Links

Related Links

Related Links

Next project