Optimize shipping experience on product details page

“I want to know when my item will be delivered.”

OVERVIEW

eBay sellers offer a variety of shipping options that compete with Amazon; however, buyers often find themselves without crucial information until they land on the checkout page. This impacts the purchasing decisions of potential customers, making it essential for eBay to optimize shipping experience on the product detail page.

GOAL
Modernize shipping experience and align all platforms.

CHALLENGE
#1 visited page, legacy design, team alignment,  localization, tech debt

TEAM
2 Sr. designers (including myself)
2 PMs  (shipping + Native)
1 Researcher
1 Content strategist
Engineering team
QE team

RESPONSIBILITY
Research, UX/UI design, Workshops
User-testing,
Rapid-prototyping

April 2021 - June 2021

RESEARCH INSIGHTS & FINDINGS

Alternative shipping options are not displayed to customers, and they are unable to update their zipcode to calculate final shipping costs. These issues are compounded by a significant discoverability problem, as shipping information is obscured behind a horizontal tab interface. The poor visibility of shipping details is reflected in the metrics, with less than 0.5% click-through rate on shipping-related elements, indicating that most users are likely missing this crucial information during their purchase journey.

Based on the competitve analysis, it is important to show shipping options upfront and make it easy for users to update their shipping information on the product details page.

As we have a new desktop design replacing the current format, I’ve came up with an interim solution; to update critical information above and fold and place secondary information on an overlay screen.

From far left: Horizontal label, Vertical label, No label

USER TESTING

The new proposal proved more valuable than the current design. User testing revealed that buyers prefer to see shipping options earlier in their journey, before reaching checkout. Buyers want to select shipping options directly on the product page to view the final cost upfront.

FINAL DESIGN

We moved forward with the new design and opened slowly to users by 1 - 5%, 10% 20%.