1. Homepage

eBay homepage shows clear up-front value proposition, site branding and privacy policy. This page also offers succinct phrases and descriptive links for easy skimming. Grid layout and navigation information on the top page also makes the homepage easy to read. However, eBay site doesn't take advantage of homepage as a template. "Customers remember where navigation tools and content appear from page to page, so keeping these places consistent makes the site easier to use"(Van Duyne, Landay and Hong, 2002: p.245). Another problem of eBay homepage is that there is too much information: too many links and too small font size. Third, there are more than two files used for homepage and these files change the look of homepage every time it is loaded. eBay homepage contains featured items and links to those item. The customer cannot find the same items if he leaves the homepage once. What is worse, these homepages contain too many graphical elements (except text version), which cause slow loading. Finally, files used for homepage have no consistency in terms of layout and design.

2. Layout and Design

In eBay site, there is no pattern for layout and design from which the customer expects to find key elements of the page. For example, 'eBay motors' has almost nothing common with other main pages. Second, there is no standardized page width and no way to adjust the layout-to-browser window resizing. Some pages contain different width tables (one for the above fold and the others for bottom side layout) even in one page. Some pages are resized automatically according to window size but some pages are not. Third, visual images and graphical elements are not quite helpful. Forth, font size is too small and it causes information overloading. Fifth, a side bar and search tools appear in inconsistent manner in terms of their location and look. Finally, some pages don't have a site logo and proper link to homepage.

3. Navigation

eBay web site provides several ways for navigation; a search box, a navigation bar and browsable content. It also offers a menu for "help" in the navigation bar so that the customer can see a new pop-up-window whenever he needs without leaving the page the customer is currently on. However, there is no consistency in navigation system. For instance, menus and place of navigation bar change on every page and disappear on several pages. Some pages provide two navigation bars, one above the fold and the other at the bottom but some pages don't. Second, there is no bread crumb to link the customer back to where they have been so the customer cannot get any feeling of location.

4. Personalization

eBay site provides very useful management tools for checking and changing the information and it is a good strategy for ecommerce sites like eBay (because it offers various services or content). However, this site doesn't give any clue on how to personalize its site and what advantages the customer can take from personalization. Additionally, since personalization is only allowed for the registered customer, eBay site could take advantage of automatic personalization (e.g. personalized recommendations). Second, personalization pages contain too much information and actions on each page. Bad categorization and naming also could make the customer confused.

5. Message Board

eBay site allows the customer to read message board without registration but if he wants to post a message, registration is required. For posting a message, simple form is provided and preview capability is available in this form. However, it would be better to give any means to save favorite boards or links in customer profile and add search options in the message board. It would be also better to place the message and a reply together.

6. Registration

"One common problem of many early Web sites was that they force potential customers to create a new account through the sign-in/new account process" (Van Duyne et al., 2002) and eBay still makes this mistake. What is worse, the customer has to provide his credit card number and expiration date for registration (even though the site states registration is free and will not be charged). Another problem related to registration is that the customer should create separate account for buying and selling. In other word, he needs to type the same information twice. Finally, there is no indication on which fields are required and which are optional in the form field.

7. Buying and Selling Procedure

Buying (checkout) and selling procedures are comparatively easy and clear. It provides order summary, various payment options and personal information management tool. However, there are several problems in this procedure. First, this site doesn't give any way to cancel and modify the order. Second, the site doesn't give any "clear" box option nor support undo and redo for mistaken choices. Third, there is no "shopping cart" and therefore, the customer always has to pay for each product separately, going through all checkout procedures repeatedly. Forth, it doesn't give a progress bar on each page. Fifth, it doesn't provide a final opportunity to confirm the order. Six, there is no information on how order is processed. Finally, it doesn't offer a printable receipt.

8. Accessibility

In terms of accessibility, eBay site doesn't provide(show) full support because much of the graphics and links don't provide alt or title tag. eBay site also uses too small font and sometimes all capital letters, which cause more difficulties for visual disabilities. Furthermore, some text lines run through from left and right and it causes difficulty in catching the next line. Finally, there are too many ads and no rules to locate these advertisements.

9. Service

One interesting service eBay provides is "about me" page. This service enables the customer to publish his web pages by clicking action buttons several times. Even though it is not quite related to the main goal (service) of this site, it will give exciting experience to the customer.

• eBay site uses alphabetical and hierarchical categorization. However, product categorization is different from page to page.
• eBay needs to provide a printable version of each page, particularly, product description page need a separate format for printing.
• To help fast search, meta tag should be provided for each page.
• Even though eBay homepage has links to global site, it doesn't provide any other language options.
• "About us" page should have a link to "frequently asked question".
• Secure connection should be used in any transaction related to personal information. For fast loading time, layout using a large table should be avoided.
  

11. Redesign of eBay website

In this web site, I tried to use clear grid layout. Navigation bar and site log are placed on the top and therefore, can be seen first, enforcing branding. Sidebar is placed on the left, providing other common information, which should be contained in every page. Finally, I provided 'what this site is about', using page title with summary description. My second consideration is to keep important element above the fold. Virtually, all the important elements in this web site can be seen without scrolling. I categorized information alphabetically on content module and accessible from the top of the table.

Reference

Van Duyne, D.K et at (2002). The desing of sites: patterns, principles and processes for crafting a customer-centered web experience. Addison Wesley Profession.