eBay Group Deals
Overview
As online group buying surged in popularity, eBay Australia identified an opportunity to create a differentiated shopping experience that combined the excitement of limited-time offers with the trust of the eBay marketplace.
I led the UX design of eBay Group Deals, a responsive experience designed from the ground up to deliver curated, time-limited offers activated by collective purchasing. While the customer experience appeared simple, it was supported by one of the most technically sophisticated products delivered by the Australian team, balancing real-time inventory, purchase thresholds, countdowns and high-volume traffic.
The project demonstrated how customer insight, rapid experimentation and iterative design could transform a market trend into a commercially successful product that was ultimately adopted by eBay globally.
Business Objective
Capitalise on the growing popularity of group buying by creating a premium deals experience that increased revenue, attracted new customers and showcased high-quality local inventory. The initiative aimed to strengthen eBay Australia's market position while delivering a scalable proposition that could influence the global product roadmap.
Customer Challenge
Customers wanted confidence that every deal represented genuine value. They needed a fast, intuitive experience that clearly communicated product quality, pricing, shipping and deal status, enabling confident purchasing before popular offers sold out.
Design Challenge
Create a focused, distraction-free shopping experience that differentiated itself from the complexity of the core eBay marketplace while supporting sophisticated purchasing logic behind the scenes. The experience needed to minimise decision-making time, clearly communicate urgency and trust, and guide customers from discovery to purchase in as few steps as possible.
Outcomes & Impact
Led the end-to-end UX design of one of eBay Australia's most commercially successful product initiatives.
Designed a customer experience that simplified an inherently complex group-buying model into an intuitive, high-converting purchase journey.
Continuously evolved the experience through customer research, usability testing and market insights, driving ongoing optimisation after launch.
The success of the Australian experience influenced the global product, with key concepts adopted across eBay's international platform.
Generated significant revenue over multiple years while demonstrating the strategic value of customer-centred innovation within eBay Australia.
