Business Objective

Develop a differentiated online grocery experience that strengthened eBay's position as a one-stop shopping destination, attracted new customers and increased engagement with existing buyers in response to Amazon's market entry.

Customer Challenge

Online grocery shopping was fragmented, expensive and often inconvenient. Customers needed to shop across multiple retailers, faced inconsistent delivery experiences and had little reason to choose one platform over another. The challenge was to identify unmet customer needs that could create a compelling reason to shop for groceries on eBay.

Design Challenge

Led the end-to-end discovery and design process to define a differentiated grocery experience that balanced customer needs, commercial objectives and technical constraints. This required navigating changing priorities, evolving scope and dependencies on global teams while maintaining alignment through continuous customer validation and stakeholder engagement.

Outcomes & Impact

• Led the initiative from early discovery through to executive approval and production-ready designs.

• Conducted extensive customer research, ideation workshops and concept validation to identify opportunities that differentiated eBay Pantry from emerging competitors.

• Applied Design Thinking throughout the project, ensuring product decisions were driven by customer insight rather than market assumptions.

• Influenced product strategy by identifying innovative features that strengthened the long-term value proposition of the grocery experience.

• Demonstrated the commercial value of investing in comprehensive discovery and validation, establishing a stronger customer-centred approach to product development within eBay Australia.