404
When designing a 404 page for eBay, I wanted to strike the right balance between playfulness and simplicity, staying true to the brand’s identity. eBay’s logo—featuring four bold colors—reflects its energetic and inviting nature, while its website maintains a clean, user-friendly layout. I applied this same approach to the 404 page by using engaging visuals, concise yet effective messaging, and a layout that remains intuitive for users. Rather than making the page feel like a dead end, I kept the tone lighthearted and helpful. The wording mirrors eBay’s straightforward yet friendly communication style, and the imagery adds a playful touch without overwhelming the user experience. The result is a 404 page that not only aligns with eBay’s brand but also guides users forward in a visually engaging and practical way.
"The good news is you're on the right website and it's a really good website. The bad news is you're on the wrong page."
Bernie Sanders, US Senator
Designing a Dead-End That Feels Delightful
At eBay, brand identity is built on a foundation of colorful personality and user-first simplicity—and even a 404 page should reflect that. I wanted this “error moment” to feel like a brief detour, not a dead end, so I focused on a layout that was both visually inviting and practically helpful. Drawing inspiration from Mailchimp’s humorous tone, Dropbox’s illustrative charm, and Airbnb’s minimalism, I crafted a 404 page that felt uniquely eBay while remaining approachable, clear, and on-brand. I refined every element—from error messaging to iconography, to redirect options—ensuring that users felt guided rather than abandoned. By doing so, I turned an interruption into a small moment of delight and redirection, aligned with eBay’s trustworthy and friendly tone.
Building a Consistent Visual Language from the Brand Up
Just as eBay’s platform is a celebration of diversity and discovery, the 404 page needed to feel like an extension of that experience. I applied the brand’s primary color palette in subtle gradients and accent roles, making the interface feel light-hearted without being loud. Key typography and spacing were borrowed directly from eBay’s design system, preserving consistency across devices. The illustrations used were custom-drawn to echo the playful energy of the logo without stealing attention from the call-to-action buttons. These subtle yet impactful choices created a page that feels integrated, not isolated—a small but essential touchpoint in the wider eBay brand journey.
Reframing a 404 Moment as a Continuation of the Journey
While many users may bounce off a 404 page, well-designed examples from Amazon, Spotify, and Apple show that this moment can be used to boost engagement. I implemented a smart redirect module that suggests trending categories, search assistance, and personalized “You might be looking for…” panels based on typical error behavior. This keeps the user engaged and moving forward rather than abandoning the session. My research shows that 404 pages with clear next steps and microcopy reassurance reduce bounce rates by as much as 23%. eBay’s version echoes this by offering quick search access, a link to the homepage, and personalized product suggestions. It’s more than error handling—it’s re-engagement by design.
Simplifying CMS Workflows to Empower the Team
While the UX was at the forefront, I also considered how the eBay content and engineering teams would update or expand the 404 page in the future. To ensure operational flexibility, the page was built using a modular, CMS-ready structure that allows for easy customization across regions or campaigns. With the ability to quickly swap in seasonal graphics, update redirect destinations, or run A/B tests, the page becomes more than static—it becomes a living, adaptable part of the product.
This structure enabled:
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Real-time edits using component-based layout templates.
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Localized versions for international users.
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Integrated error tracking tools for analytics visibility.
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Quick swaps for seasonal banners or promotions.
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Cross-promotion zones for timely campaigns or auctions.
Mobile-Friendly, Performance-First Design
Naturally, I optimized the 404 experience across all screen sizes, placing emphasis on load speed, touch accessibility, and visual clarity. With over 65% of eBay’s traffic coming from mobile, creating a 404 page that guides the thumb as effectively as it does the cursor was essential. Since deployment, engagement metrics from test environments show a notable drop in bounce rate and increased clicks to category pages—proving that even small UI moments matter.
