Business Objective

Support the growth of eBay Plus by identifying customer-centred product opportunities that strengthened the membership value proposition while fostering a culture of innovation across the business. The programme also aligned eBay Australia with Global Hack Week, reinforcing innovation as a shared organisational capability.

Customer Challenge

Despite offering significant benefits, many eBay Plus members were unaware of the value available through their membership. The challenge was to uncover new ways of increasing engagement, improving perceived value and encouraging long-term membership growth.

Design Challenge

Design and facilitate a week-long innovation programme that enabled multidisciplinary teams to understand customer problems, generate evidence-based ideas and rapidly prototype solutions. The experience needed to educate participants in Design Thinking while producing commercially valuable concepts that could influence the future product roadmap.

Outcomes & Impact

• Conceived and established eBay Australia's Hack Week, embedding Design Thinking into the organisation's innovation culture.

• Designed and facilitated an engaging hybrid programme involving Product, Engineering, Marketing, Customer Support, Merchandising and Business teams.

• Coached participants in customer-centred discovery, ideation, rapid prototyping and storytelling, building innovation capability across the organisation.

• Generated multiple validated product concepts, with the winning solution and runner-up both progressing as strong candidates for future development.

• Reinforced Design's role as a strategic driver of innovation by demonstrating how structured collaboration and customer insight produce better product outcomes.