eBay, Inc.
Shopping Cart
Creating a shopping cart for a global e-commerce company with over a million transactions a day and a traditional auction model for many of the products.
When I first proposed the shopping cart on eBay I was told it was something that had been considered in the past but was not possible.
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With over two years experience already working on checkout, I knew that was no longer the case. After several more pitches I was able garner some interest and I was given a team to develop it further.
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Several months later it was the top organizational priority for eBay and PayPal.
MY ROLE
As the UX Lead I aligned Product, Content and Visual Design team members, worked with the User Research team for testing and collaborated with the PayPal team which was located in another office.
DELIVERABLES
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Flow & wireframes for Cart
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Alignment with PayPal teams
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Final design & product
Initially I had to understand the product roadmap items that were in the product backlog and come up with a plan for how they would be incrementally introduced to customers. In order to manage and balance all the checkout projects I developed a project roadmap and identified key milestones.
Additionally I performed a comprehensive analysis to identify customer pain points which enabled the team to focus on how projects would impact the customer experience.
Understand
Conceive
Following an extensive competitive analysis we started wireframing the experience. After several rounds and iterations we agreed on a direction then fleshed it out with the visual design elements approved by the eBay guidelines. The end result accommodated both Buy it Now items and won auctions.
Being the User Experience Lead for Checkout & Payments meant that the Shopping Cart was only one project among many that I was directly working on. Not only did I need to understand from a roll-out perspective but I also needed to define how all the product would work together in a clear & simple way for customers.
Design
Leveraging the User Research teams at eBay and PayPal we were able to perform multiple rounds of in-person testing from paper prototypes to a fully functional checkout experience. We ran into several perception challenges initially but found that following a traditional shopping cart experience left users with a feeling of comfort and confidence which increased overall transactions.
