↳ The Framework
Complexity
Mapped
A two-axis model — seller complexity vs. subscription tier — that became the decision-making foundation for every component and pattern.
One system. Three seller types. Two million daily users.
"eBay's Seller Hub serves everyone from someone clearing out their closet to a business managing 50,000 listings. The problem: one fragmented experience trying to serve all of them equally — and failing all of them as a result."
We partnered with eBay through frog to reimagine Seller Hub as a unified, scalable selling experience — one that could adapt to who you are as a seller without ever feeling like a different product. I served as Visual Design Lead, evolving their EVO design language for the new hub, designing the information architecture, and creating the component system and page frameworks that made scalability possible.
The challenge was threefold: consolidate two separate selling platforms (Seller Hub and My eBay) into one unified experience, design for a user spectrum spanning casual individuals to million-dollar businesses, and build a system flexible enough to grow with sellers — from their first listing to their 50,000th — without ever feeling disjointed.
We started with user interviews and prototype testing across seller types, supplemented by eBay's rich internal data. Those insights shaped a new IA, a tiered subscription model with distinct design principles per tier, and six fully designed key pages — Overview, Listings, Orders, Performance, Advertising, and Payments — each showing how the experience scales across Lite, Pro, and Pro+. The experience is currently being built and will impact nearly 2 million daily users across desktop and mobile, launching later this year.
Three surfaces, one unified experience — nearly 2M sellers interacting daily across desktop and mobile.
A two-axis model — seller complexity vs. subscription tier — that became the decision-making foundation for every component and pattern.
A new IA that consolidates two platforms into one — streamlining navigation while supporting every seller tier's workflow.
The Overview page — the same structure, scaled to each seller's reality. Vincent sees his first week. Celeste sees growth. Jason & Che see their business.
The system scales across both surfaces — desktop for complex workflows, mobile as the primary touchpoint for 1.6M users daily.
A component library built to adapt — the same atoms assembled differently across tiers. As sellers grow, the interface responds without ever feeling like a different product.
