With a task to improve customer centricity, we looked for eBay’s consumers’ pain points. Sitting on loads of data already, we first analysed what we know today and then we run additional studies to cover the gaps. Mix of desk research, qualitative and quantitative methods were used. Working across departments with a help of 15 stakeholders and 3 vendors, we identified 44 improvement areas. Then a modelling company helped us validate the growth potential of them, which amounted to 400 mln USD additional revenue.