eBay Badge

Explore and buy products with more fun.

THE PROBLEM

SAME DEAD END

In the current eBay mobile app, making a purchase will always lead to the same confirmation page. This linear process is tedious.

How can we re-engage the customers in the check-out page?

tARGET USERS

THE REVELER

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: 

Being Confirmative

Customized Paths

Signaling Achievement

Celebrating Enjoyment

INITIAL CONCEPTS

GAMING 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.

An initial concept of gamification.

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:

Image sources: Swarm, Duolingo, Burn Your Fat With Me, Clash Royale

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 REFINED CONCEPT

BADGE COLLECTION

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.

For example, when user purchases a digital camera on eBay, a new set of badges related to photography are unlocked. A badge represents a kind of persona that explains to the user how one might be (or become), in this case, a Day Tripper. Badges are acquired when key items are purchased. Every badge has a “card” with item categories. Acquiring an item in every category completes the card and wins the user that badge. Each category is expandable into alternative product options for the user to choose. 

As the user purchases items on the card, a thumbnail of the item and a progress indicator appears. If the user already owns an item on the list, the user can upload a photo using their smartphone camera. Once a card is full, the user is rewarded with a badge of achievement signifying their interest and experience with a topic or product. Completed badges will be attached to the user’s profile and can be another way to verify the validity of user reviews and feedback.

THE final design

HOW TO BE SELF-EXPLANATORY

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.

Badges are redesigned to be more distinguishable with different shapes and related logos.

The visual representation of the 3 states of the badges were changed

Iteration on the badge introduction screen, the goal was to communicate the relationship between badges intuitively.

Iteration on the badge card, the goal was to communicate the idea that user need to collect all the items to obtain the badge. The final design landed on the idea that to use other's example to educate the users.

THE FINAL PROTOTYPE

I was able to use Principle to create the animation to communicate more rewarding visual feedback.

THE RESULT

FEEDBACK FROM EBAY

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.

THE NEXT PROJECT

UBER BAGGAGE ->

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