Over the past 15 years, eBay has become one of the largest companies in America, consistently ranking in the Fortune 500, and is one of the most recognized brands around the world.
For this week’s user testing we picked up - eBay, which has hundreds of millions of listings live at any given moment. Lets have a look at their prototype and UX analysis.
Before we move ahead with the user testing insights, have a first-hand experience on the eBay prototype (in case you missed using it till now).
(Cool prototype. Isn’t it? )
The user testing stretched over a period of 2 days and here are the highlights –
A discussion on a prototype starts with scribbling down the UX sitemap. Isn’t it? And life is even better when you get an automatically generated sitemap. So here’s the UX sitemap of the eBay app prototype.
(This UX site map is automatically automatically generate on CanvasFlip. Know More about UX sitemap )
The complete idea of creating a prototype is to get actionable feedback on it. So just share the project with your teammates, clients and real users.
These insights are presented in 3 ways –
- Session Replays (/User videos)
Session Replays records and replays every touch point of your user on your prototype. Its always better to observe than ask them about their friction points. Have a look how someone was trying to use the eBay app prototype.
(This is a snapshot of User Videos recorded on prototype. Know More about User Videos/Session Replay )
- Conversion Funnel
A cumulative qualitative data of all the users who reviewed the prototype. Find out drop-offs on each screen- a clear picture of what’s working and what’s not in your prototype.
(This conversion funnel is part of automatic user research on CanvasFlip Analyze. Know more about Conversion Funnel )
- Interaction Heat Map
Spotting the mock-ups with higher drop-offs is done with the conversion funnel, next is to identify what went wrong on that specific mock-up. So just click on that particular screen, and have a look at the most interact-able area on the heat map.
(This is a snapshot of Interaction Heat-map on eBay prototype. Know more about Interaction Heat-map )
Designer’s take on the heat map of eBay
We made your that designers leave their conclusions from the heat maps generated on the prototype. And here are few of their conclusions-
#1.
Takeaway - A heat map is such a vivid representation of the of the intention of the users. From this heat map, it’s clear that users are more into “shopping” on eBay than “selling” their stuff. So “shopping” is something eBay can focus more on.
#2.
Takeaway- Although it is a very rare sight, but users here are more interested in “BUYING” the book rather than “Watching” it later. A good news for eBay or J.K.Rowling or probably both!
#3.
Takeaway - It seems the favorite payment option for users is - “Cash on Delivery”, second in line being “netbanking” and then the others including credit card and debit card; cash card being the least wanted option. They could probably be arranged in this order.
Hope you liked the UX analysis on eBay app and the designer’s takeaways from it. If you did, Tweet about it…
“ Interesting UX insights & takeaways from the eBay prototype“
This was an user analysis on the eBay app prototype. Are we still missing out on your favorite app? Or do you want us to cover your app on the #Flippd section of CanvasFlip? Do let us know. Drop us a mail on monika[at]canvasflip.com or post it on Facebook on our dedicated group for requests.