With Amazon’s imminent entry into Australia, eBay wanted to compete with a grocery experience solidifying their approach as a one-stop-shop. The challenge was to understand why/what would make an eBay/non-eBay customer want to shop for groceries on eBay instead of existing competitive sites. Through insights, brainstorms and customer validation the UX team led the initiative to identify several innovative features that could drive and sustain traffic to this experience. The timing of this project coincided with the evolution of the UX process and an opportune time to pursue this in its entirety.

Business Objective

Compete against Amazon by establishing eBay as a one-stop shop. Create an integrated grocery experience on eBay to attract new customers and fulfil the needs of existing customers.

Customer Problem

As an online shopper, I have to visit many different sites to fulfil my shopping needs. The current online grocery shopping experiences are very much in their infancy. Delivery is expensive and a struggle to receive.

Challenges

• Continuously changing time frame, scope, relationships, technology and priorities

• Lengthy delays in receiving support from WW Dev team/API information

• Risk of wasted effort in progressing without agreements 

Achievements

• Design-led from initial request through to C-Level signoff and production-ready design 

• A rare opportunity to fulfill the whole UX process. Unprecedented time spent in exploration and validation with customers at multiple checkpoints contributing to a truly customer-led solution and product approach.