Category:
(LIVE) eBay: Cashflow & Reporting
Role:
Design Lead
Background:
eBay: Seller Financial Reporting Launched at eBay Open 2024 as a proof of concept, Seller Financial Reporting ignited immediate interest while highlighting critical gaps in the user experience. I joined the project the following quarter, partnering with research, product, and engineering to diagnose pain points and define an iterative roadmap. As design lead, I directed a cross-functional team to overhaul existing interfaces and launch new reporting tools, directly addressing seller feedback to drive business success.
Results
Over the course of a year, we increased customer satisfaction (CSAT) by ~20% by prioritizing three strategic pillars: - Financial Overview: Redesigned the primary dashboard to provide a unified or comparative view of Order Proceeds, Refunds, Expenses, and Net Transfers, plus four customizable metrics. - Financial Statements: Developed a dynamic, downloadable summary offering a visual snapshot of monthly profit and loss. - Earnings Tracking: Empowered sellers to monitor order-level profitability by enabling the input and management of Cost of Goods Sold (COGS).
This is a snapshot of seller financial reporting today, specifically the Financial Overview, live in production. Clean, contextual, and dynamic. Over the course of the multi-phase project, I was able to design, direct, and deliver this and other related areas to empower our sellers.
Note: most screens shown will showcase the web experience as research showed the bulk of sellers completed most related tasks in this format. However, we later did build companion native experiences to address shifts in usage patterns across some demographics, which should go live in the coming months.
As we went to address the pain points, we set to redesign the experience. By partnering with our branding and design system team, we developed a few different versions to test with users.
Collaborating with the UX research team, we developed an A/B test of the Financial Overview. We collected feedback across some key areas:
Jobs to be done
Information hierarchy
Filtering
Comparison functionality
Visualizations
As what often happens in testing, the feedback we received led us to develop a hybrid, the best of both, an iterated version C.
This was the version we ended up implementing and received positive feedback from sellers.
As a companion piece to the Financial Overview, I collaborated with the visualization team to implement a Sankey diagram. This scalable chart allows sellers of all sizes to track their monthly cash flow—from initial balance and order revenue to operating costs and final closing funds—providing a clear picture of P&L.
Finally, I provided design strategy and direction, mentoring another designer to deliver the Earnings page. This feature enables sellers to track true profitability by inputting Cost of Goods Sold (COGS).
The experience supports individual edits or bulk CSV uploads post-sale, with a top-level snapshot of profit margins. I also collaborated with the Listing team to integrate COGS entry into the listing flow; this end-to-end pathway is slated for release in the coming year.
