eBay Motors
Refreshing eBay Motors homepage and Garage with browse and discovery capabilities
Overview
eBay Motors, the second largest vertical in eBay, wanted to redesign their homepage and garage experiences, emphasizing browse and discover capabilities. Through this project, we identified user needs, uncovered new features and developed user journeys that would add value to the Motors Experience.
Role Senior Product Design
Challenges Develop new capabilities without affecting SEO
User Research, Visual Design, Prototyping, Module Development
Maintainer, Fix 24%
Wants to get car back on the road ASAP. Keen on saving time and money.
Enhancer, Improve 28%
Focused on the car’s “looks”. Brand matters for external-facing but not for mechanical parts.
Aficionado, Restore 38%
A car nut who is hard at work during the weekend. They love original parts.
Principles
01. Curated content based on previous shopping and users’ vehicles
02. Motors Homepage promotes browse and discovery using marketing and merch
03. MyGarage is personalized, vehicle- specific content
Homepage Features
Part of emphasizing browse and discovery tenants was also making the homepage more visually friendly. The hero space would feature different content for logged in and new users. This space could also be utilized to feature shows, blog articles, or other relevant content. Garage, fitsment messaging and trending searches would be next as shown to be most relevant. We would also feature pill links to vehicle types parts and deals, followed by quick links to any ongoing projects the user was engaging in. Lastly, the system would continue to learn which content to feed the user and we would continue to serve relevant content based on those queries and simply asking the user about their interests within the page.
Notifications
Enhancing the system's value and user experience involved not only providing customization options but also incorporating a feature for delivering notifications. These notifications could be translated into tangible real-world benefits, adding a layer of delight to the user's journey.
MyGarage Homepage
In an effort to differentiate the homepage views, I offered the solution to have the users personal vehicles be listed as visual cards that could be selected as the primary vehicle. This would impact fitment messaging and also content that was generated.
Vehicle Info Page
Within the vehicle cards, users would be able to edit their vehicle specs and information. Some tokens would be pulled from the VIN number but this would give eBay Motors another value proposition and offer users an additional reason to add vehicles and log in. Here users would be able to see Kelly Blue Book values, create tags for their projects, and see unique tire specs.
Visual Language
Refreshing the page also developed the opportunity to circle back around to the personas and develop a visual identity and language that would target their needs. Below is one example of banner ads that could be featured. Specifically this one would be targeted to the Enhancer.