eBay Case Study

ebay-logoMission: in 2005┬ádynamic front-end content and user generated content (reviews, guides) became an industry trend for eCommerce┬áSteve was called in to prototype and test some creative alternatives for eBay’s international front pages with dynamic content and to create and test a Reviews and Guides environment as a new feature for eBay’s marketplace. International usability testing reveiled that dynamic content was much more appreciated in Asian countries


Approach: Rapid prototyping and continuous end-user iteration.

  • Develop several prototypes of eBay’s front page.
  • User test various prototypes.
  • Partner with engineering to technology test alternatives.
  • Develop Reviews and Guides environment.

Results: The iterations reveled terrific benchmarks before a line of code was implemented.

  • Dynamic content adopted on sevaral international front pages increased commercialization and cross promotions.
  • +15% 1st year traffic retantion. Previously lost to Amazon and other review sites.
  • Dynamic contant contributed to increased customer satisfaction in Asian countries.
  • Reviews and Guides contributed to increased satisfaction, brand loyalty and eBay community building and participation.

Reviews and Guides

live eBay Reviews Section
live eBay Guides Section


International HP Dynamic Content

Korea, eBay Viet Nam