eBay

eBay is an e-commerce website in which any individual or business can buy or sell almost anything globally.  Within selling, eBay offers different features from other global marketplaces (e.g. Amazon), as it offers the ability to have an auction for the item, or to 'Buy it now'. The platform appeals to a broad variety of people, whether it's luxury shoppers or shoppers that are budget conscious. 

eBay's logo consists of overlapping, colourful typography. The contrasting elements represent the diversity of goods that they offer on their global platform, promising that there is something for everyone. 

The search bar is prominent at the top of the page so that users with a vague idea of an item they're looking for can look through all the items listed under a similar description. The advanced search (displayed to the side of the blue call-to-action) allows users to tailor their search with specific features, such as condition, pricing and the location of the sellers. This simplifies the search process for users that have a specific expectation for the item they're searching for. 

The interactive carousel of images below the navigation categories highlights prominent offers and schemes that eBay provide. This draws immediate attention to necessary information that ensures a more enjoyable shopping experience for the user. 

The vertical alignment below the carousel gives the user recommendations on items based on their previous browsing and purchases. This helps to personalise the items promoted to the user, causing their tastes and preferences to be curated to. The ability to personalise the website continues as the user is able to heart items to build-up a wish list and be recommended similar items. 

eBay's organisation makes navigation easier and more efficient. Due to their wide range of categories, by splitting them up into different segments, they're able to display a range of sectors underneath that may narrow down the user's search and make the choices of their desired item easier to browse. 

The link attached to the image makes the general area of 'DIY & Garden' accessible for the users that want to browse as they haven't decided on a specific area to focus on yet. This helps to bring them to their relevant area and compare the variety of options under the category. 

eBay's grid structure helps to enforce a clear visual hierarchy as the amount of listings would be overwhelming if they weren't organised and easy to follow. The use of white space and symmetry helps the website to be balanced, and therefore creates a visual balance to make the user's shopping experience more enjoyable. 

The use of images are essential to create a visual break against the amount of copy used for the navigation menu on the left-hand side. The larger images help to draw attention towards the deals being presented for a limited amount of time for these products. The copy 'Start your spring saving. Ends 21 Feb, 10am' enforces urgency in the user as they will want to grasp onto the deal before it ends. The use of 'spring saving' suggests the idea of essentially gaining money through their purchase, making the process feel like a victory to the user.