eBay Deals
Overview
As online retail became increasingly competitive, eBay Australia identified an opportunity to create a premium, curated shopping destination that helped customers quickly discover genuine deals from trusted local merchants.
As Lead UX Designer, I was responsible for defining the end-to-end customer experience, from discovery through to purchase. The challenge was to replace the complexity of searching millions of listings with a simple, curated journey that enabled customers to effortlessly find high-quality, discounted products while clearly communicating the value of the eBay Deals proposition.
The experience also needed to scale rapidly as the catalogue grew from approximately 5,000 to more than 10,000 products, supporting continued business growth without compromising usability or performance. Through continuous customer research, experimentation and iterative design, eBay Deals evolved into one of Australia's most successful digital retail experiences and later influenced the global eBay platform.
Business Objective
Create a curated destination for premium deals from trusted local merchants that increased customer engagement, accelerated revenue growth and reinforced eBay's position as a leading online shopping destination. The platform needed to support rapid growth while maintaining a consistent, high-quality customer experience.
Customer Challenge
Finding genuine value on large marketplaces can be overwhelming. Customers struggled to distinguish quality products from countless similar listings and often spent significant time searching before making a purchase. They needed a trusted destination that surfaced the best offers quickly while providing confidence in product quality, pricing and seller credibility.
Design Challenge
Design a scalable discovery experience that eliminated unnecessary complexity while enabling customers to move seamlessly from browsing to purchase. The experience needed to communicate the unique value proposition of eBay Deals, support a rapidly expanding catalogue and continually evolve through customer insight, analytics and usability testing.
Outcomes & Impact
Led the end-to-end UX strategy and design of one of eBay Australia's highest-performing commercial initiatives.
Increased eBay Deals subscribers by 50% year-on-year, driving sustained customer engagement and repeat purchasing.
Created a scalable experience that successfully supported significant catalogue growth while maintaining simplicity and usability.
Continuously improved the platform through customer research, usability testing, behavioural insights and experimentation.
Influenced the evolution of the global eBay Deals experience, with concepts developed by the Australian team adopted internationally.
Established eBay Deals as a significant contributor to Australian revenue for more than six years, demonstrating the commercial impact of customer-centred innovation.
