End to end content strategy

Case study: projects from eBay ‘s End-to-End “E2E” Design Strategy team

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.

Along with two lead designers and a project manager, I untangled key product and service issues across the org, providing holistic UX and content strategy perspective as a Senior Content Strategist.

Project snapshot #1: Improving the seller experience

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. 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.

Project snapshot #2: Creating a 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