Bidding Flow Registration | eBay
Role: Lead UI Designer
Users must be registered in order to place a bid on eBay. This project aimed to increase registration rates by reducing the number of pages involved and optimizing the details of every single step to minimize abandonment.
Flow
- Registration is required for anyone who wants to place a bid.
Step 1
- Visual emphasis and instructional text provide guidance and context to new users.
Step 2
- Selecting a User ID used to be a clunky 2-page process. The redesign allowed users to check the availability of User ID's on the fly, thus minimizing abandonment and increasing user engagement with the site.
- The overall page design was simplified by using bold sparingly and simplifying a previously-imposing Terms of Use section.
- A framework for providing inline answers to common questions (e.g. why is my phone number required) facilitated conversion and trust.
Step 3
- Visual hierarchy established to communicate additional steps were required.
- The first action on the page is the primary action.
- Hyperlinks are applied in context to create a concise design as well as conform to accessibility standards.
Step 4
- Visual headline reiterates the purpose of the email.
- Salutation makes the email personally relevant to the user.
- Image and item details remind the user of the item for which they had originally wanted to place a bid.
- Prominent call to action encourages taking action.
Step 5
- Headline provides context for returning to the website.
- Instructions on how to bid are provided to the newly registered user. Bidding is a frequently misunderstood concept for new eBay users.
Brainstorming
- Sticky notes were used to brainstorm potential page-by-page flows as well as analyze the existing flow.
Framework
- Framework describing the content layout of the Enter Info page of registration.
- Instrumental in communicating variations by country site .
- Registration is required for anyone who wants to place a bid.