The Challenge
eBay Motors faced a core tension: lack of TRUST versus the THRILL of the hunt. Buyers loved the excitement of finding rare vehicles and parts, but hesitated due to concerns about authenticity and reliability. The challenge was to develop a brand strategy that amplifies the excitement while building deeper trust in the platform.
The Solution
Through user research and market insight, I identified our design target: the Gearchasers. These kings and queens of "car culture" live for the thrill of the find and the joy of the flip. Their needs shaped everything from brand identity to UI improvements. The strategy leverages excitement while increasing trust through transparent verification systems and community-driven features.
The Results
The comprehensive brand strategy provides eBay Motors with a clear roadmap for repositioning. By speaking directly to Gearchasers and addressing their core needs, the new direction balances the platform's marketplace heritage with modern trust-building mechanisms that resonate with passionate automotive enthusiasts.