Case Study


EBAY SHOPPING CART

eBay is the world's online marketplace—a place for buyers and sellers to come together and buy or sell almost anything! The eBay shopping cart enables shoppers to pay several sellers with one payment and also pay for items separately. 

Project Overview

BRING A SHOPPING CART TO EBAY

Key requirements for eBay’s initial Shopping Cart:

  • Deliver true “cart” or “basket” functionality.

  • Show all inventory—including auctions.

  • Provide total cost transparency (ie. tax, shipping, incentives).

  • Support a multi-item checkout experience.

  • Evolve the cart experience over time.

MY ROLE

I led the product design of this debut eBay feature, which included an extensive competitive audit, product scope definition, visual design, interaction design, and collaboration with engineering and product management.

Product Design, Visual Design, Interaction Design

My Approach

CREATING AN INCLUSIVE PLATFORM

Shopping Cart Competitive Audit:

  • Cart icon placement is most common in the upper right region area of the header.

  • Add to Cart button married to item in almost all instances.

  • Including a Continue Shopping button/link within add to cart flow is a great opportunity to help users looking for inspiration that most sites squander.

  • Including incentives, estimated delivery time and inventory status enhance the experience further.

  • About half of the sites make users sign in to add an item to a wishlist or to save for later.

  • Bulk item actions were relatively uncommon and only 3 sites included checkboxes in the cart.

  • Some sites call out specifically whether items are reserved and how long items are saved in the cart.

  • Only about half of the sites showed merch in the cart and was typically displayed on the right or bottom.

FEATURES TO INCLUDE WITHIN CART

Actions

Save for later
Pay only this seller
Remove Item
Proceed to checkout
Continue shopping

Item Details

Photo
Quantity
Attributes
Price
Max bid
Current bid
Messaging

Promotions

Merch
Special offers
Discounts

Extras

Warranties
Dontations
Find similar
Mini-cart
Buyer protection

INITIAL DESIGNS

The Results

A DELIGHTFUL SHOPPING EXPERIENCE

Lessons Learned

I learned so much during my 3+ years as the dedicated Senior Designer of Cart:

  • Always explore all the possibilities before deciding on a course of action. Look for parallels among seemingly unrelated notions and do not be afraid to consider unconventional alternatives. Be detail oriented, deliver on time, flexible, and easy-going.

  • Demonstrate design leadership. Tap into discovering what makes others tick. Be open to different perspectives and adeptly adjust approach based on what uniquely inspires each person. Be open with my personal vision, experience, and organizational traits.

  • Maintain a solid grasp of the technical skills needed to understand constraints and opportunities for solutions.

  • Always be candid with peers. Contribute openly and readily share useful information. Lead by example.
KIRK WICKS UX/PRODUCT DESIGN