Small Business Saturday
- Multi Seller Profiles Featured
- 1 Page to Hold It All
- Live on pages.ebay.com
Small Business Saturday is one of eBay's highest-visibility campaign moments. The ask was deceptively contained: one landing page, multiple sellers, each with their own story and video. A client wireframe came with the brief, and it had captured all the required content — but it hadn't solved the design problem. Too much was competing for the same level of attention, redundant elements were flattening the hierarchy, and the page hadn't resolved its core tension: how do you give each seller a genuine spotlight without the page reading as a ranked list?
The first decision was not to open a design tool. Before anything was built, the wireframe got a thorough read to identify what wasn't working and why — the diagnosis was redundancy, too much content competing for the same level of attention with no clear signal to the reader about what mattered most.
The team aligned on the restructure internally before bringing anything to the client. That sequence mattered. Presenting a unified direction — with the rationale already stress-tested — meant the conversation with the client was about refinement rather than negotiation.
The goal was specific: someone arriving during a busy Saturday of shopping would leave feeling like they'd actually met these sellers, not just scrolled past a list of businesses. That meant treating hierarchy as hospitality, with every structural decision in service of the reader moving through the page at their own pace, each seller given the space to land.
Reading the brief before opening a tool sounds obvious, but the instinct to start designing is strong, especially under sprint pressure — and the most valuable work on this project happened before anything was built.
Presenting a unified internal direction also changes the nature of the client conversation from debate to refinement, which is a better use of everyone's time and tends to produce better work. The page went live on eBay.com for the Small Business Saturday campaign.
