Consumer mobile app casebook — eBay

If you’ve ever used eBay, you’ll be familiar with just how terrible the user experience is on “My eBay” — the tool that you use to trade with other people on the site. This tool essentially hasn’t changed in 15 years, and it’s always been rope and frustrated.

I’m not sure the eBay team has ever tried to get a handle on what people actually use My eBay for. Every function is clunky to use, and there’s been no concerted effort to drag it into a “Web 2.0″ world. (I’m not a fan of the term “Web 2....