eBay - Competitive Analysis and User Research

My aim was to discover opportunities for the ubiquitous online auction platform to improve the user experieince. From both the buyer and seller perspective I conducted in depth research, analysis, and crafted informed suggestions for remedy.

Objective

• Understand the competition field

• Conduct user research

• Identify areas for opportunity

Problem Statement

How might better empower users on both sides of a sale by allowing them to elect a system of checks and confirmations for high-value items?

Process

• Competitive Analysis

• User Research and Surveying

• Create Personas for Buyers and Sellers

• Craft empathy maps

• Final Discovery

Results

The most commonly recognized pattern was a dissatisfaction with the dispute process should an issue occur. Based on user feedback I was able to target several areas of improvement and provide implementable solutions.