Overview

eBay Kleinanzeigen is the biggest free online marketplace for classified ads in Germany and it has an average of over 33 million ads listed at any given time.
With its roughly 30 million users a month, eBay Kleinanzeigen has one of the greatest ranges of any web service in Germany.

Role
Research, UX, UI

Platforms
Android, iOS

Challenge: 

To improve the existing login and registration flow of the mobile app, having in mind the massive traffic that the new solution should handle, highlighting the unique USPs of having an account with eBay Kleinanzeigen, uplifting the design and modernising it.

1. Less drop in Registration -> Activation flow

2. Clear communication and explaining the value of having an account

3. Increasing the number of registered users

4. Learn more about the user behaviour before and after the registration

5. Increasing brand love

6. Keeping the users in the platform for long term

From the brainstorming

• Pages are HTML based and not native to the platform

• Generic design, no brand identity

• 96% of users stays logged in (Only 4% needs to see the login screen first)

• No redirection to register screen after failed login

• Broken flow and consistency

• No clear benefits

• Must activate account in email client

Shpock

1. Whole flow is in an overlay screen

2. Different flows to register and login

3. Social Login / Register

4. SMS validation of account

5. Help Center on Main login screen

6. Brand love

7. Account customisation (Profile photo)

8. Additional offers after registration

Kleiderkreisel

1. Forced registration upon first use

2. Skip registration

3. Social Login / Register

4. Different flows to register and login

5. Brand love

6. Identify Pre-registered user on registration flow

7. SMS validation of account

Wayfair

1. Onboarding /USP’s as part of Register / Login flows

2. No need to choose a path - Identify login / register automatically

3. Brand love

4. Forced registration upon app start (Can exit)

5. No need to validate account

6. Suggestion to activate notification right after registration

• Brand love on first screen (Logo / tagline)

• Combining the registration and login flows

• Adding Social / eBay login paths

• More than one way to activate account e.g. via SMS (Is activation really mandatory?)

• Highlighting USP before / during creating an account

• Adding an Help center

• Creating the flow as an “overlay” screen that allows the user to close screen and go back to previous screen

• Displaying action related information upon request to register

• One native entry point

• Creating a consist flow that both Android and iOS shares

• Easy path selection between registration and login flows

• Highlighting the values of creating an account

• Success screen with clear instructions regarding the next step (activation of account)

After the first wireframes were created, several rounds of tests were made in house and with users to validate how usable the new flow is.

We have invited users for our office and presented them the new suggested flows and a set of tasks to be preformed.

What we tried to learn at this point were few things:

• Are the CTA simple and clear enough?

• Should we focus on login or registration?

• Ask for information progressively (like you get to know a person) and communicate value of it

• Does users want the possibility to see the password?

• Have we created clear error messages (also for password requirements)

We viewed their behaviour while a group of dedicated watchers took notes, and after the interviews we clustered all of the outcome and created a set of tasks for us to iterate on after finding few issues with the flow.

Entry screen

1. Entire screen opens as an overlay and by that does not interrupt with the user journey

2. Access to help page

3. Adding the logo for brand recognition

4. Adding illustrations to visually connect between the values

5. Highlighting the 4 main USPs of the platform with a simple swipe

6. Clear preference for users to register with a clean UI with secondary CTA to login

1. Back to main screen

2. Email field

3. Password field

4. Switching to other paths

5. Agreeing to the terms of conditions

6. Execute the request the Login / Register