Operating in over 30 countries, managing an online auction and shopping website, where people and businesses buy and sell, I helped shoppers browse, search and shop unique items and generic products with full confidence.
Yonius Product Designer ebay works
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Yonius UX Designer - Product Reviews Ratings

situation & task

ebay’s focus has been in building stronger trust with new & younger market, while maintaining the strong relationship with its loyal customers. Keeping the balance of both has been a very interesting and rewarding challenge. How can we create an experience where buyers can shop with confidence, while harvesting the culture of strong sellers presence, with a very diverse products?

My role is very critical in helping buyers to purchase in confidence. Our vision is to provide pertinent, useful, and relevant information from ebay community to validate shopping intent and enable buyers to decide. For the sellers, the goal is to deliver insightful product information to inform inventory decisions and improve the products they sell.

With the Product Reviews vision in mind, our success factors are as follows: 1) Ensure high-quality reviews, with wide catalog coverage, 2) High in-page engagement (consumption, voting, writing) and 3) Positive purchase impact — attributed through A/B test


Yonius Product Designer - Research process
Yonius Product Designer - Workshop Process
Yonius Product Designer - Strategy Process
Yonius Product Designer - UI/UX Design process
Yonius Product Designer - Collaboration Process

data analysis

Yonius Product Designer - Data synthesis

Coming into the Product Reviews team, understanding the current data is crucial. However, the most important part is working together with my Product Manager & Dev Lead in navigating through the different interpretations from different stakeholders. I made sure that we are coming together with one voice and source of truth in synthesizing our quantitative data. In addition to that, I also led the qualitative research, with our User Experience Research partner, to triangulate our data synthesis with real users feedbacks.


Yonius Product Designer - User Journey Flow

After gathering some basic information on the overall Product Reviews experience on ebay, we broke down the overall Product Reviews pillars into 3 main parts: Consumption, Communication, and Contribution (3Cs).

Through these pillars, we were able to prioritize our values and focus on what’s important for the improvement of Product Reviews experience: 1) Complete — keep growing Product Reviews at a standard e-commerce experience level, to serve basic users’ needs. 2) Efficient — making reading reviews effortless. And 3) Uniquely ebay — reviews that are tailored to reflect our array of diverse inventory.

on consumption (reading reviews)

Yonius Product Designer - Design Prototype

Keeping the main values in mind, I managed to launch several new features within Product Reviews: 1) Search on reviews — with the rate of collecting 800K - 1 million reviews a day, the ability to search for reviews is considered a table stake feature, 2) Images on reviews — another table stake feature is to allow users to complete their reviews by illustrating what they are reviewing through images. This feature is important to increase users’ confidence in making their purchasing decision, 3) Top & Critical Reviews tags — we implemented quick signals on top favorable review vs. top critical review to make reviews consumption more efficient for users, and 4) Reviews by Conditions—to support the spectrum of values ebay pride itself for, we introduced a feature where users can consume reviews based on the condition of the product (new vs. refurbished vs. used).

on contribution (writing a review)

Yonius Product Designer - ebay mobile flow
Yonius Product Designer - ebay mobile flowYonius Product Designer - ebay mobile flowYonius Product Designer - ebay mobile flowYonius Product Designer - ebay mobile flow
Another very important element in designing Product Reviews is to understand the contribution aspect. The common hypothesis often draws a conclusion of writing reviews as a chore, not enticing, and done for the purpose of passing information to another. This hypothesis was proven from our qualitative user research sessions. My main task is to leverage this reality and communicate to the stakeholders to influence my design principals:
Not “pushing” people to write a review, but to inspire them to give back to their shopping community and provide an honest review.
With this principal in mind. I had to influence our leadership in staying away from the concept of incentivizing users to write a review, while having numerous conversations with multiple stakeholders about it. A strong leadership and practicing clear communications were essential.


Yonius Product Designer - Content Audit
As much as Product Reviews is made up mostly from User Generated Content, internal language system is also important. With the complexity of feedback mechanism that ebay has for its sellers, one of the challenges is to also educate users about the difference between Product Reviews vs. Sellers Feedback. Hence, content consistency across the experience is crucial to communicate the real intent of Product Reviews. I collaborated with our Sellers Feedback partner to ensure the best experience for both programs to co-exist.
Yonius Product Designer - Content Strategy
Having a principal belief that there is always room for improvement, we, as a team, took a look at the current solicitation data. We learned that 86% of buyers review after clicking on their emails and 39% of those buyers only rate, but didn't write a review.

With the data we received on the current state of email engagement from users, there were several “low hanging fruits” on Product Reviews enhancement that we could quickly implement and A/B test. The instance above illustrates how we added some adjectives in relation to the star ratings.

user research interviews

Yonius Product Designer - Qualitative Research
As a Lead designer in Product Reviews domain, I pride myself in the reviews experience being present in every shopping funnel experience; from search until guests check out and purchase their products. With this reality in mind, I conduct my UX Research sessions for reviews with one principle in mind: to include a complete end-to-end shopping experience to validate and full impact results of reviews experience.

design systems & patterns collaboration

Yonius Product Designer - Design Systems Process
Product Reviews is considered as its own domain because of the complexities it comes with in implementing consistent designs and representation across different shopping funnels. This requires tenacity and diligence in keeping constant communications with different design partners across different shopping domains.

With separate tracks of production implementations across different platforms (desktop web, mobile web, iOS & Android), and the different features of Product Reviews, keeping consistency throughout the entire shopping experience is crucial. I created a component library for my design partners for the variety patterns and flows conversations with multiple domain teams. This document will be the source of truth in ensuring consistency across different shopping funnels, where product reviews are shown.


Yonius Product Designer - Design Prototype
After the launch of the big 4 features on Product Reviews, here are some of the results:

Doubled coverage
— reviews coverage nearly doubled from 22% to 40% of product coverage; this was a direct result from the improvement on writing a review redesign I have led.

Increase of high-quality reviews — currently, we have about 33% of reviews that has images and among those, 87% are considered a “high-quality” review with useful contents and high engagements (up-voted and down-voted).

High clickthroughs on reviews by conditions — while we cannot conclude the direct purchasing impact, there are high clickthroughs on reviews by conditions, which means that users are engaging with the spectrum of values ebay offers.
Yonius UX Design Portfolio - back to top


situation & task

Another important table stakes feature for an e-commerce platform next to Product Reviews, is Q&A. Recognizing the importance of a public platform for shoppers to learn more before the purchase decision is crucial. The goal to launch Q&A for ebay is: 1) To supplement a natural shopping flow, 2) Support the spectrum of value ebay offers and 3) Build a strong community within ebay to continue engage both buyers and sellers.


Yonius Product Designer - Research process
Yonius Product Designer - Workshop Process
Yonius Product Designer - Strategy Process
Yonius Product Designer - UI/UX Design process
Yonius Product Designer - Collaboration Process
Yonius Design Leadership Process

defining the pillars of Q&A

Yonius Product Designer - Framework Diagram

Coming into this feature, one of the things that I needed to be aware of is the holistic approach of ebay's email communications strategies. I needed to connect with multiple teams across different organizations and bring them into a unified approach: The Business Marketing team, View Item team, Product Page team, and Seller team.

We broke down the overall pillars into 3 main parts for Q&A experience on ebay: Engagement, Management, and Conversations. Together, they collectively build a stronger ebay community.

We came up with 3 main beneficiaries in this new feature to further boost confidence in the leadership team: 1) Buyers — benefits include persistence of experience within Product Reviews and ability to search and get responses right away. 2) Sellers — Q&A will provide an omnipresent voice in their listing & additional insights for them to get better understanding on the marketplace. 3) ebay — garner qualitative, live data across different products, boost natural search traffic, and most importantly, strong community engagement.

on asking a question & search experience

Yonius Product Designer - Design PrototypeYonius Product Designer - Content Strategy

There’s a lot of logic that needs to be considered in designing the experience of asking/searching for a question. This includes use cases such as:
• When there are no questions yet (onboarding)
• When there’s a question but no answers yet
• When the questions available are not what the users are looking for
• Asking a new question
• Answering a question while searching for one

In launching this new feature, we also need to work on some content strategies on each of the above use cases. All this needs to be taken into consideration, especially when introducing the experience for the first time in the shopping experience.

communications logic

Yonius Product Designer - Customer Journey Flows

Another big part of this product is the reaching out to users to participate in Q&A. Consideration elements include: 1) Solicitation — Emails to sellers and buyers, and to buyers who ask the questions when their questions are answered.
and 2) Management — how can users edit/delete their questions or answers? Access on Q&A that are not posted?

Our goal is to not overwhelm the users and still find this feature necessary and non-disruptive on their shopping experience.

research, validate, pivot, repeat

Yonius Product Designer - Research Findings Synthesis

Launching a new feature in a large organization comes with the challenge of having to consistently repeat yourselves to domain partners from different teams. Each team will have their own use case they will try to sell and push. There were times when we do not know the answers of our partners questions. We rely a lot on multiple UER sessions as our source of truth. Synthesizing these results, tweaking the use cases and designs, and navigating through design partners’ requirements depend upon the tenacity and strong leadership skills.

MLP launch

Yonius Product Designer - MLP Design FlowYonius Product Designer - Design FlowYonius Product Designer - Design PrototypeYonius Product Designer - Design Prototype

A big part of my design journey for Q&A is working really closely with our Product Development partners in having an honest conversation of how this new feature will be shipped.

With leadership-mandated timelines, number of resources and heavy dependencies on other partner’s back-end services and systems, I have to stagger my design features into stages. This means that each stage has varying use cases that comes with the stagger approach.

Launching a new product in US, UK, DE and Australia as our first launch also requires a clear and consistent documentation.

Yonius UX Design Portfolio - back to top


situation & task

With the nature of cross-domain partnerships in Product Reviews, I was able to transition into the top of the shopping funnel, the Browse Shopping team. In this product domain, I was task to define a shopping experience that gives shoppers the ability to browse and explore ebay's rich inventories and eventually narrow down their choices.

Prior to this project, the browse page has been built very scrappily, only to satisfy SEO matrixes. There hadn't been a customer-focused studies that was done before. With the support from leadership, we also did a discovery research to understand customers' browsing behaviors deeply.


Yonius Product Designer - Research process
Yonius Product Designer - Strategy Process
Yonius Product Designer - UI/UX Design process
Yonius Product Designer - Collaboration Process
Yonius Product Designer - Storytelling Process
Yonius Design Leadership Process


Yonius Product Designer - ebay shopping journey map

When thinking about the shopping journey that customers are going through, the beginning phase is where they are in the mindset of just browsing. The challenge is to create a digital experience that encourages customers to look around, without forcing them to have to make a decision right away. How might we guide them to expand and contract their shopping experience at ebay?


Yonius Product Designer - Shopping Discovery Study Research

To better understand our shoppers, I partnered with our UX Research team members to do a Discovery Research. We followed 20 different shoppers, who are in their process of browsing for something that they're thinking of getting. These shoppers were looking for products from five different verticals: Home & Garden, Appliances, Electronics, Art & Collectibles, and Fashion.

Yonius Product Designer - ebay research synthesisYonius Product Designer - browse research synthesis

Based on the research findings, we synthesized and came up with three different proto-personas. We used these three personas as a base to make sure each of their needs are met when designing the browse experience.

Design workshops

Yonius Product Designer - Design Workshop Facilitation

From the discovery research findings, I then conducted a Design Workshop with various design and product partners from across the shopping experience teams. The goal is to define how Browse page can set up the tone in our users' shopping journey in the beginning, and set them up for success as they go down the funnel until they are ready to make purchase decisions with high confidence.

concept prototypes

Right off the Design Workshop, I worked with another designer, Kevin T., to come up with two main concept prototypes, catering to both Hard Goods - that has more succinct specificities, and Soft Goods - that has much stronger visceral components when shoppers browse through it.

pitching to leadership

Yonius Product Designer - UX leadership presentation

Based on our research findings, design workshop, and two main prototypes, I packaged everything into a presentation to our leadership. Telling the story of the entirety of the process is equally important to let our leadership know that Browse could be a playground for ebay to experiment, with a very clear path towards the narrower shopping funnels.

iterate, iterate, iterate

Yonius Product Designer - Design Prototypes

After getting the green light from leaderships, we have iterated and tested our ways into designing various experiences to guide our shoppers. Each success data is distributed across the appropriate shopping funnels, including different verticals and the Search experience.

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