Young Designers 2011

 
 
 
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GAMES.EBAY.COM
Information and Interface Design | PGDPD
Manoj Neelkanthan
eBay India Product Center, Chennai
Keywords
Video games
Online retail
Interaction design
Information architecture
EBay.com follows an online marketplace model. By providing a generic experience, irrespective of the type of product, eBay is slowly losing its market share to companies who offer specific product-based experiences. To counter this, the company has strategized to build domain-specific experience for shopping enthusiasts. Another promising domain where enthusiasts look for a specific experience is in the area of video games. The objective of this project was to outline the needs and behaviour of these users and to design an experience around these findings.

The project involved focusing on gaming enthusiasts in the US market. As part of understanding the online video game retail environment, some of eBay.com’s competitors were studied. In order to understand the gamers who interact with and are entertained by video games, I started with the products and looked at the target demographics and behaviours they were designed for.

The deliverables were the information architecture, in terms of product classification and the features that were required, the wireframes of the interface and the interactions. The final prototype consisted of the wireframes put together to explain the flow of interactions in the product-based paradigm for online retail.

While working on this project, I gained a good understanding of the online retail business, the used items market and also eBay’s unique system. I learned how to use competitive analysis, literature survey and tools to strengthen personas and scenarios, which helped me add inputs to the final concept.
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