“Technology is revolutionizing the way people shop, and eBay is shaping the future of commerce.” — Devin Wenig, President of eBay
Last week I had the pleasure of attending a presentation by Connie Birdsall of Lippincott, Brand Strategy and Design Agency. As the creative director, she has been involved in many high-profile branding projects including the recent re-design of the eBay marketplace. The initial launch of the re-design took place about a month ago and has proven to freshen up the eBay brand through many different avenues. Admittedly, I have not been much of an eBay shopper in the past, but I’m excited about the shopping possibilities as a result of a new and improved website!
eBay was looking to freshen up their image in order to signify an evolving brand. The website not only offers auction-style selling, but has a range of “buy it now” goods and a growing mobile presence. Some of the website changes are a reflection of younger, mobile-savvy users.
An Overview of Changes
Arguably the most noticeable change is the new logo. Designating a new chapter, “The design is inspired by today’s vibrant marketplace and sleeker experiences, but carries forward the iconic color arrangement and approachable form to reflect eBay’s heritage.” (Lippincott.com)
- Pinterest-like feed with larger images
- Cleaner, more contemporary look, and more white space
- Fewer clicks of the mouse to buy item for usability
- Stronger search and recommendations through homepage feed to help give consumers insight and a more personal experience
- Same-day delivery of products from local stores through eBay Now for mobile app to stay abreast trends with competitors like Amazon and Wal-Mart
- Daily deal offers in select cities
- Autocomplete feature added to search bar
Some of the launch features also included a letter from the president of eBay Marketplaces, a look book, an info-graphic, a social feed and Frequently Asked Questions.
Despite many changes in form and function, some favorites are here to stay. The search feature that helps shoppers who already know what they are looking for is not going away. The company says it wants online shopping to feel more like window-shopping or browsing in a brick-and-mortar store.
eBay President, Devin Wenig, hinted that more is to come. “We will continue to make shopping more intuitive, more convenient and more relevant,” he said. “This is just the beginning.”
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