Ebay Turkey
Cem Selçuk

Ebay Turkey

UX Designer | Turkey's largest marketplace | 25m MAU's

Ux Strategy and Project Development Team

I was part of the team which defines the UX vision, creating and actively maintaining user experience strategies through proper documentation and context scenarios. We were responsible for actively applying those strategies to develop seamless end-to-end user experiences. My journey at Gittigidiyor started by creating the buyer journey map.

Buyer journey map

We (members gathered form UX, customer service teams) created a journey map for various personas starting from the discovery step to post-purchase step. In total, we had 6 steps where we looked at what users are feeling, thinking and doing. 

Eventually, we were able to harvest our most negative and positive steps. This tough exercise gave us the opportunity to prioritize opportunities and risks. Moreover, this clarity that journey map provided created a user-oriented communication base within the entire company. In the end, we had 4 focus areas.

Ebay Turkey

First-time buyers

We interviewed many first time buyers and out quantitative data was also backing up their alarming feedbacks. We knew that a first-time buyer would not be coming back unless she is %100(ish) happy. We could have gone deep into the funnel and optimize it, AB test the hell out of it but we didn't have time and the budget.

Eventually, we had to switch our focus and think of the other side of the coin, sellers. Everything could be perfect on a digital level, but sellers were the organic part of the journey, and they had most of the responsibility to make the buyer happy. So we created a flow to inform the sellers when a first-time buyer buys from them. We explained to sellers why a seller should pay more attention to a first-time buyer, what can they do differently. In the end, we noticed increments in second-time buyers, NPS. 

Post-purchase improvements

Return-refund is one of the core steps of the journey. Even before making the purchase users are looking for their options in case they don't like what they are about the buy. And we knew that our customers were not happy with what we were offering. 

Actually, rules are quite clear, make it easy&quick, make it one click, but when you have thousands of small&medium business in your system, it's not that easy. You have to make sure that both sides are happy at the end, you have to make sure that sellers can respond the return&refund request, you have to make sure that seller would understand the main reason behind the return. 

 With all these in mind, we created a time-based system which allowed sellers to respond in a decent period while buyers were able to track the status of the process. As a result, we were losing fewer customers after the return&refund process, and the number of repetitive visits&purchases was rising.

Mobile apps & responsive web redesign

One of our team's responsibility was to redesign all mobile platforms. Our redesign process was based on AB tests and usability test. First of all, we focused on the problematic areas that we extracted from customer journey map. My main focus was on product pages. I had to reflect our parallel work on structured data project to the product pages. 

Moreover, we focused on issues like building trust, understanding the most relevant information for different segments and scarcity on a decent level. Tested tens of variations, killed many assumptions.

Product catalogs & Compatibility 

Products have many attributes and previously on Gittigidiyor sellers had to enter almost all products details manually. And of course, they were making mistakes, a lot of mistakes. Those mistakes were causing a horrible experience on overall. There were tons of returns because of misinformation and disinformation. Adding to that, our recommendation system was not working correctly. As an example, we were recommending a micro-USB cable from Samsung to a user who bought an iPhone 6 last week.

We also had to be realistic; it would not be impossible to implement this to all existing categories. So, we chose Mobile Phone & Accessories as the pilot category as our proof of concept. First of all, we created catalogs for the most popular products in the mobile phone & accessories category (around 10k catalogs). Afterward, we connected each attribute to the relevant ones for the sake of creating seamless compatibility structure.

Eventually, product listings became %100 correct and much faster. We were able to recommend more relevant products to users. Better recommendations enabled us to have better upsell and cross-sell opportunities and also helped us to create product based user segments. I believe there is no need to say that the results were excellent.