Original 3-page seller form—included a lengthy, complex step that overwhelmed local sellers and contributed to drop-off during onboarding.
Streamlined 1-page form—designed with user input, it felt intuitive and easy to use, reducing friction and increasing seller activation.
Methods:
Field Visits | Concept Testing | Product Tracker Survey
Challenge:
eBay France was struggling—traffic was flat, purchases were down, and sellers were leaving. I was brought in to lead a fast-paced 8-week research sprint to uncover root causes and shape a new strategy. While the internal team pushed an “Inside-Out” model based on assumptions, I proposed an “Outside-In” approach grounded in user needs. Both were approved for testing, and the challenge became clear: which model would better re-engage French buyers and sellers and rebuild trust in the marketplace?
Process:
Over 8 weeks, I led a mixed-method study across multiple regions in France—including ethnographic field visits, interviews, and participatory design workshops with buyers and sellers. Insights surfaced trust barriers and unmet local needs, informing an “Outside-In” concept focused on visibility and ease of use. We then ran a competitive usability test comparing both models, observed by executive leadership from the U.S. and France. This approach enabled stakeholder alignment and user-validated direction.
Solution:
The user-driven “Outside-In” strategy was selected—emphasizing local visibility, simplified seller onboarding, and regionally relevant features. It repositioned eBay France as a trusted local marketplace and resolved key friction points.
Post-launch results confirmed success: +25% traffic, +43% local purchases, +26% GMV YoY, and a 30% rebound in seller participation.