In the current eBay mobile app, making a purchase will always lead to the same confirmation page. This linear process is tedious.
The Reveler are those who see shopping as an exploratory experience and reward for their hard work. Informing by the market segment report from eBay and some simulation activities with perspectives users, we found four aspects that were important to the Reveler's shopping experience:
With the understanding of the target group, the sketches we had led to a design direction: turning shopping into a game experience.
An example was: when users made a purchase in deal, they can gain point to level up the "saving master" title, a higher title would give users more discount on deals. But I soon realized the game had a huge hole for cheating because users could set up an account to sell on eBay. However, the idea of badge as reward popped up.
The next question will be what kind of game mechanism is more suitable in this context? More specifically, how the badge be collected will attract the target user the most? What they can use the badge for? How to keep their interest? To think through these questions, I started to evaluate some examples of giving reward using the Hook model by Nir Eyal:
I was inspired by these examples that shopping reward can be outside of money/deal, in fact, it can touches a deeper desire of customers. In order to see what makes sense and what doesn't, we started to create different combinations of elements in the previous examples. This helped me sort out the basic idea of the game mechanism and the user journey I wanted to achieve.
The final mechanism was approached as a way for the customers to explore more options based on their current interests and purchases, achieve goals and badges based on a product. The customers will find enjoyment exploring what they can do with their new purchase or what may make their purchase more valuable if paired with other items. Earned badges can be as prestigious as the products themselves and used as collectables, too.
After testing the design, one issue I found was that the interface didn't communicate intuitively about the game mechanism as users didn't really read those instructions. Meanwhile, from the precious research, I realized that the visual and animated feedback played a key role in the feeling of rewarding and retaining user's interest. Therefore, I've to make it easier to understand and provide more rewarding feedback with animation.
I was able to use Principle to create the animation to communicate more rewarding visual feedback.
The design was selected as the winning team in the 2-week challenge. Here is the feedback from the the eBay mobile UX team :
The solution ties well to the intent. It's brilliant to focus on how to get the badges but not getting the badge; Pre-made search instead of specific items fits well with the target group; And the lifestyle category makes much more sense than the typical classification of products.