The E2E Design Strategy team at eBay has a simple mission: act as white blood cells around the organization, attacking and solving high-impact, high-cost problems on a holistic level with industry-leading strategy solutions and blue-sky craft.

  • Role: Along with two lead designers and a project manager, I worked across the buyer and seller experiences to untangle key product and service issues, providing holistic UX and content strategy perspective as a Senior Content Strategist.

  • Projects: Created best-in-show solutions for problems like combined shipping, and more.

Case Study: Reducing friction in high-stakes product journeys

Project snapshot #1: Improving the seller experience

Problem: Sellers are a main backbone of eBay’s marketplace. Making listing, managing, and shipping items (all without running into compliance issues) is key to the business. And…something was tripping people up. Feedback was poor, and projected numbers weren’t looking good. Since many disparate teams handle all parts of the seller experience, the E2E Strategy team was called in to perform a deep holistic audit of the seller experience—from listing through shipping.

  • Small misunderstandings led to lost revenue, increased non-compliance, and support volume

  • Overall erosion of trust, and dampening NEW buyer/seller growth → At eBy's scale, content clarity directly impacted business risk and user confidence.

Solution: We examined and reported on all parts of the experience, from service journey mapping, to the existing communications strategy and messaging timing, to pixels in the UI and flow of UX. We designed strategy to show a clear status snapshot, and took Director and VP level players through how applying 3-5 key principles would change everything. More details about this project on request.

Role: Senior Content Strategist embedded on the End-to-End Strategy team. Worked across buyer and seller experiences to create best-practices solutions and impact roadmaps

Approach:

  • Mapped Buyer and Seller journeys (with plenty of UXR) to identify high-impact improvements.

  • Audited language across states (status, errors, expectations, outcomes)

  • Partnered with Design, Product, Legal, and Ops to design a clearer, more consistent messaging to reduce ambiguity

  • Unclear language caused drop-offs, and confusion regarding expectations, status, compliance, and next steps, particularly in high-stakes situations (refunds, disputes, trust).

Impact + key takeaways

  • Designed a strategy to provide a clear status snapshot, presenting 3-5 key principles to Director and VP-level stakeholders.

  • Reported on all aspects of the experience: service journey mapping, communications strategy/timing, UI pixels, and UX flow.

  • Created relationships across team siloes and worked to size solutions and impacts for implementation

Project snapshot #2: Holistic policy violation email upgrade 

Overview: There are just some things you can’t sell on eBay, but sometimes items that are okay get flagged and the seller needs to perform actions to get their item out of “policy violation” territory. That email experience was scary, confusing, and making sellers abandon their listings altogether.

Work done: conducted research on the current state of the emails, what actions they required of sellers, did customer research to understand the experience from their end, created principles for these emails to ensure consistency and clarity, and updated copy for the policy violation email system at large (example of one email included) that would encourage sellers to fix these problems instead of just deleting the listing to save themselves the hassle.

Results: Positive user feedback, updates slated for implementation in roadmap for the year

Project snapshot #3: north star for combined shipping at eBay

Until recently, combining items for shipping at eBay was a very manual activity coordinated between sellers and buyers (read: not productized). The End to End Strategy team was called in to create a north star strategy for the future of combined shipping at eBay, and presented it to manager, director, and VP level stakeholders.

Collateral from this project is confidential and proprietary, however, in partnership with the lead designer we created a compelling North Star strategy including deep analysis on:

  • Customer insights + experience analysis

  • Competitor focus, differentiators, and positioning

  • Competitive opportunities for combined shipping at eBay

  • 5 key recommendations for a holistic experience strategy