eDrop is an app. But more importantly, it’s a countdown, where every week is a new opportunity to be on the pulse of what’s hot. We’ll announce themes with paid social and sellers will spread our message even further with social sharing features – providing only a tease of what’s to come.
For the D&AD 2023 eBay Brief, my team and I created a visual identity for eBay's new mobile app extension and a social media campaign to we’ll drive young people to think of eBay when they resell their items.
I designed and prototyped the mobile app.
Alyssa Moreno - Art Director
Alex Fried - Art Director
Michael Shea - Copywriter
Lucie Desavallees - Copywriter
Alexis Caravas - Experience Designer
Figma, Illustrator, Photoshop, After Effects
Generation Z are less likely to consider selling on eBay
eBay is the original online destination for preloved items. But with a wealth of opportunities in the preloved space, Gen Z are less likely to consider selling on eBay.
So what do we know about Gen Z?
Emerging force in the secondhand marketplace
Due to economic and environmental advantages of re-commerce, younger generations, particularly Generation Z, are increasingly motivated to sell and buy second hand goods.
Care about personalization and online discovery
Navigating digital information, online stores, and social platforms is native for Gen Z, so it makes sense that they prefer to shop online more than any other generation.
Social commerce is essential to reaching them
As the first generation to grow up with smartphones, social media is ingrained in Gen Z’s daily habits.
About 80% of Gen Z who were surveyed bought secondhand, while nearly 1 in 3 began selling secondhand goods in the last year.
eBay needs to innovate
eBay now needs to stand out against newer competitors in an oversaturated market against trendy e-commerce sites like Depop and Mercari.
eBay has the opportunity to connect and engage with a generation of sellers in a way it never has before.
How might we develop a response that brings Gen Z to the eBay marketplace to sell their preloved items?
Challenge from D&AD 2023 eBay Brief
eBay x eDrop
eBay will engage a new generation of online sellers by launching eDrop.
On the eDrop app, beloved trends always have value.
eDrops are a way for sellers who don’t have an entire collection to become a part of a limited-time themed community drop.
Limited time themed drops powered by eBay. eDrop is an app. But more importantly, it’s a countdown, where every week is a new opportunity to be on the pulse of what’s hot.
How It Works
3-part user flow
Download the eDrop app through eBay and become part of limited-time themed community drops.
Follow along with the eDrop seller and buyer user journey below.
Step 1: Onboarding
First time sellers will create an account and follow a simple onboarding process.
Step 2: The eDrop Seller
Sellers can list their items on the eDrop app and promote their pixelated listing on social media to build hype around the anticipated drop!
Sellers are able to snap a photo of the item directly from the app. eDrop will simply edit the photo for them so that it's ready to drop.
Step 3: The eDrop Buyer
When the eDrop countdown runs out, all of the seller's listings are revealed and buyers are finally able to dive into the drop.
Buyers are guided to create a quick user profile to interact with the eDrop live auction.
How can eDrop further connect with Gen Z to generate hype about the themed drops?
eBay x eDrop Social Media Campaign
Social Media Campaign
Paid and Organic Social
eBay will announce the weekly themed drops with paid social ads. Example themed drops include skateboards, denim, band tees, stamps, etc!
These will guide users to download eDrop and get started.
Paid Social Limited Time Drop Example
This week's themed drop is Lego. eBay will tease the theme on its main social page, guiding sellers to participate in the drop.
Social Sharing & Engagement
Organic Social Limited Time Drop
Once sellers have uploaded their listing for the eDrop of the week, they will spread the word with social sharing features – providing only a tease of what’s to come to potential buyers.
Seller Social Posts
Organic Social Limited Time Drop Example
After creating the listing, seller's are able to share which Lego items they are adding to the eDrop.