e-Commerce
2017
As part of eBay Australia's Product UX team, I worked on Pantry—an innovation project to explore a more tailored grocery shopping experience within the eBay platform. Unlike eBay’s standard interface—optimized for non-perishable, one-off purchases—Pantry aimed to support recurring grocery needs through list-building, delivery preferences, and personalized flows. A key consideration was enabling shopping for items that may require refrigeration or special handling. Though the prototype was well-received in testing, the project was paused due to an internal restructure.
Problem
- eBay’s existing shopping model didn’t support the flow or complexity of grocery shopping
- No features for scheduling deliveries, saving lists, or managing perishable items
- Users needed clearer filtering, categorization, and reordering options for household essentials
- eBay sought to innovate in verticalized shopping experiences and explore new retail partnerships
Strategy
- Partnered with Woolworths to co-design a proof of concept tailored to grocery shopping behavior
- Mapped key user segments and understand personas:
- Families planning weekly household shops
- Urban shoppers ordering essentials on demand
- Regional users with limited delivery options and need for substitution
- Focused on personalization, delivery setup, and pantry list creation
- Considered special requirements for refrigerated or fragile grocery items in the design
Solution
- Facilitated discovery workshops with cross-functional stakeholders
- Created responsive wireframes and high-fidelity designs using Sketch
- Aligned with eBay’s global design system for consistency while introducing custom grocery-specific components
- Designed flows for:
- Delivery time slot selection and preferences
- Custom account features, (eg. budget)
- List creation, categorization, substitutions
- Built interactive mobile prototypes using Principle for usability testing
- Conducted guerrilla testing and 1:1 interviews with users across identified segments
Results
- Prototype validated core concepts with positive feedback on usability, convenience, and clarity
- Helped influence eBay’s thinking around personalization and category-specific user journeys
- Project shelved before launch due to broader organizational restructuring
