eBay’s customer service experiece was convoluted and outdated, making it hard for users to find answers to their problems. They needed a more engaging self-serve user experiece to increase customer satisfaction and loyalty.

Role —

I worked on this project for four months, alongside four designers and three strategists, and was involved in every part of the process from ideation to execution. I participated heavily in concept development and user testing, created a system of modules to better communicate help information, and worked with eBay’s brand team to adapt their latest re-brand to it’s first full digital experience.

Url —

ebay.com.au/help

Year —

2017

Getting Started

Our strategists held client workshops and researched eBay’s core demographics as well as their painpoints & challenges with the current system. They also dove deep into macro & micro trends, competitive analysis, customer service innovation in other industries, and customer service best practices. From that research, our team came up with four polarized customer service concepts to take into qualititve 1-on-1 user interviews.

Concept 1: Simple Search

Concept 2: Perfect Helper

Concept 3: Guidebooks

Concept 4: Help Everywhere

A Single Concept Brought to Life

From the concept testing, we analyzed the findings and trimmed the ideas down to a single concept: A simple search that can predict and contextualize the user’s wants and needs throughout their eBay experience and walk them through complicated tasks.

For the next round of testing, the clients felt it valuable to skin the prototypes, so I quickly (1.5 days) applied what I knew of eBay's new brand guidelines to the wireframes we had. This time, when users saw the prototypes they felt much more real.

Making it real

Once the concept was approved, we moved into a long-winded wireframing phase. I was tasked with organizing the help article content and finding creative solutions for presenting the information that was currently buried under paragraphs. We divided articles into two tiers: tier 1 articles were high-level overview articles that provided short answers and links out to more detailed tier 2 articles. They were definied by their two disticnt header types as well as the types of modules used.


Examples of modules created include an elegibility module, definition, personlized module, expandable list, call-out, locate module, and top takeaways.

The final concept was put through a final round of user testing before we moved into visual design. The tests proved that we had improved user-efficiency in navigating the help system and established trust with the users.

6

Concepts

3

Rounds of Testing

42

Participants

We were excited to be the first to work with the new eBay brand! It was colorful, fun & fresh. But, it wasn’t fully developed or ready for a large digital system. We took what they had, systemitized it, and made it ADA compliant while still feeling on-brand and colorful.

Universal Colors

We relied heavily on white, black, and varieity of blues, for large sections of content and/or global elements.

Article Colors

The Articles embraced the colorful side of the new eBay brand. We expanded the system colors to include 4 article colors: teal, yellow, purple, and orange, each with a secondary tint to pair with it.

We designed each user flow, module, and variation at the mobile and desktop breakpoints. We delivered 180+ screen designs for this robust system along with a 250+ page style guide and UX documentation deck.

Simple Search to Action Flow

Browse to Articles

Responsive Help Landing Page

Responsive Category Browse Page

We collected the final designs and made a final prototype for the client demonstrating one of their most popular user flows, retracting a bid.

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