CASE STUDY: REDESIGNING EBAY'S RASCI HUB WEBSITE BY THE PEOPLE UX TEAM

Introduction:
As a member of eBay's People UX Team, I undertook a redesign of the RASCI pages on The Hub, eBay's internal website, to enhance user-friendliness and align with the website's strategic objectives. My focus was on improving accessibility, adhering to People UX design principles, and providing clear directions to enhance user flow.

Before the redesign: The old RASCI page displayed a cluttered layout with unclear navigation, hindering user engagement and task completion.

Introduction:

1. Collaborated closely with eBay's RASCI Team to redesign the RASCI pages on The Hub, eBay's internal website.

2. Primary goal: enhance user-friendliness and align the website with strategic objectives, involving:

   • Improving accessibility

   • Adhering to People UX design principles

   • Providing clear directions to enhance user flow

Roles and Responsibilities:

1. Conducted in-depth user testing research using methodologies such as:

   • Contextual inquiries

   • Usability testing

   • Card sorting to gather qualitative feedback and quantitative data

2. Led the redesign effort, including:

   • Analyzing current pages

   • Developing a redesign plan based on user personas and scenarios

   • Implementing improvements

3. Collaborated directly with the RASCI Team throughout the project to ensure their insights and feedback were integrated into the redesign

Key Objectives:

1. User Research and Analysis:

   • Conducted comprehensive user research and gathered feedback from employees to understand their needs and pain points

   • Conducted interviews, surveys, and usability tests

2. Information Architecture (IA) Development:

   • Developed a new IA based on the findings to reorganize content and provide clear pathways for users

3. Wireframing and Prototyping:

   • Created wireframes and prototypes based on the new IA to visualize and test new design concepts

Users & Audience:

• Utilized user testing to gather feedback and validate design decisions

• Provided feedback to the RASCI Team for further refinement

• Implemented iterative changes based on user feedback to ensure an optimal user experience

• Conducted A/B testing to further refine design decisions

Pain Points:

1. Users experienced uncertainty about actions to take and steps to follow due to:

   • Unclear labeling

   • Lack of visual hierarchy

2. Excessive scrolling and numerous external links led to navigation difficulties, addressed by:

   • Implementing sticky navigation

   • Reducing the number of external links

3. Accessibility issues were identified with visual elements containing text, resolved by:

   • Using semantic HTML

   • Adding alt text to images

Process & Methodology:

1. Comprehensive Review:

   • Conducted a thorough review of the existing RASCI pages to identify usability issues and areas for improvement

   • Used heuristics evaluation and competitive analysis to benchmark against industry standards

2. UX Design Principles:

   • Leveraged Gestalt principles for visual perception

   • Used Fitts's Law for interactive design

   • Applied Hick's Law for cognitive load to inform the redesigned IA

   • Ensured consistency with eBay's design system and followed Material Design guidelines for visual hierarchy and interaction design

3. Wireframing:

   • Developed wireframes based on the new IA to guide the visual design phase and ensure a clear layout and content hierarchy

   • Used atomic design principles to create reusable design components

Technical Implementation:

• Identified and addressed accessibility issues, which included:

  • Removing text-containing images

  • Ensuring proper color contrast ratios

• Conducted an accessibility audit

• Utilized SiteBuilder's component for accessibility to build out visual elements

Recommendations:

1. Regular User Testing:

• Suggested regular user testing to validate design decisions and identify areas for improvement

2. Analytics Monitoring:

• Advocated for ongoing analytics monitoring to track user interactions and refine the design

• Recommended setting up event tracking using bitly to monitor specific user actions

3. Accessibility Testing:

• Recommended ongoing accessibility testing to ensure compliance with standards

• Proposed implementing automated accessibility testing as part of the continuous integration process

4. Promotion of Training:

• Emphasized promoting RASCI on-demand training and use cases to enhance user engagement

• Recommended integrating training materials directly into the RASCI pages for easy access

Outcome:

• Enhanced user experience and accessibility for all users

• Mitigated cognitive overload and disorientation

• Users reported higher satisfaction levels and easier task completion

Ongoing Project:

• This case study represents stage 1 of the ongoing redesign project, with additional pages planned for future stages

• Next stages will focus on further optimizing the IA based on user feedback and expanding the redesign to other sections of The Hub

Conclusion:

• The redesign of eBay's RASCI Hub Website aimed to deliver a more intuitive and user-friendly experience

• By implementing a segmented IA, eliminating usability barriers, and adhering to accessibility guidelines, the redesign ensures an inclusive
  experiencefor all users

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