eBay – Marlena Bryce

Creating urgency to drive sales

eBay is an online marketplace and auction website that facilitates b2c and c2c sales and is one of the global leaders in ecommerce. Generating billions in revenue annually, the vision of eBay is to be the destination "where the world goes to shop, sell, and give."

BIG SUNDAYS was an eBay Australia initiative to redefine shopping on Sundays. The concept was to drive sales through exceptional and exclusive discounts all day Sunday with an exclusive hour of flash sales. The UX team was tasked with defining and creating the flash sales experience which was an innovative concept for eBay.

Company:

Project:
5 Minute Mega Deals - BIG SUNDAYS

Roles:
UX design, UI design

1/4
Opportunity

eBay Australia was looking to redefine shopping on Sundays, the busiest day on eBay Australia. Data showed our highest level of browsing and purchasing was between 8:00-9:00pm. The business wanted to optimize on this specific hour of peak traffic with offering an hour of consecutive 5 min flash sales.

Goals:

Redefine Shopping on Sundays
Highlight amazing deals with urgency and mystery
Create an Engaging & Memorable shopping experience
Create a mobile first experience

2/4
Research & Discovery

After starting with a brief and a whiteboard session we then initiated our research at brick and mortar shops to analyze how sales are defined offline vs online;

Market research
Proto personas
Customer journey
Whiteboard session
Brainstorming session
Wireframes
Paper prototype user testing

3/4
Design

Design
Creating urgency to drive sales

We generated a sense of urgency through a visual 5 minute countdown timer and demonstrated scarcity by boldly highlighting how many items were left. The experience aligned with the eBay brand, was exciting and engaging and converted browsers into buyers.

Design
Creating urgency to drive sales

We generated a sense of urgency through a visual 5 minute countdown timer and demonstrated scarcity by boldly highlighting how many items were left. The experience aligned with the eBay brand, was exciting and engaging and converted browsers into buyers.

Design
A UX toolkit for business and project alignment

We created a "toolkit" for the 5 Minute Mega Deals project in order to explain the process and methods we used. It was accessible to the business and used as a presentation tool. For the product team it created transparency of the UX team and alignment across the project.

Design
A UX toolkit for business and project alignment

We created a "toolkit" for the 5 Minute Mega Deals project in order to explain the process and methods we used. It was accessible to the business and used as a presentation tool. For the product team it created transparency of the UX team and alignment across the project.

4/4
Outcome

The launch of 5 Minute Mega Deals on Sunday was hugely successful in its first week with all items offered sold out in minutes. It was deemed a major success within the company both for revenue intake as well as innovation for the products team.

"...a smart, talented, creative, UX designer with drive, a very strong work ethic and a can do attitude. Marlena started with eBay as an intern however developed rapidly to accomplish beyond her experience in key projects including the launch of the AU UX program. Marlena is naturally user centric and empathetic which guides her approach and success in design..."

eBay Australia
Jerome Ferdinands
Former Head of User Experience, eBay Australia