Support site’s vision of global economic democracy
Serve a large and diverse user population with varying goals and mental models
Be future-oriented, allowing for planned change and growth
Occur through evolution not revolution -- must accommodate current users who are very used to the site as it exists today
Senior management at eBay needed to see proof of the need for a drastic restructuring.
First phase of project (background research) to be completed in only 6 weeks
Overview of Design Research Methodology Stage 1: Explore Interviews and free-listing with users and stakeholders Stage 3: Verify / Refine Large-sample closed card-sorting study Rapid User Mental Modeling Stakeholders User mental models Preliminary IA Stage 2: Understand Open card-sorting study Verified categorization Top-level categories Scope of content & functionality site.com Top Category 3 Top Category 1 Top Category 2 Sub cat1 SubCat2 SubCat3 xx SubCat1 Subcat4 Subcat3 Subcat2 xx xx xxx SubCat3 SubCat5 SubCat4 SubCat6 SubCat4 xx xxx xx xxx xxx xxx SubCat4 SubCat5 SubCat1 SubCat2 xxx xx xx
Our Approach to Design Research: Rapid User Mental Modeling (RUMM)
Rigorous, three-stage design research methodology to lay foundation for IA redesign
Bring together established techniques in a novel way
Three stages: Exploration Understanding Verification
Individual components complement and build upon each other
Process moves from open-ended exploration to focused information-gathering and hypothesis testing
Addresses individual and group differences in a systematic way
Produces reliable results (can be reproduced)
Uses mix of qualitative and quantitative methods
Qualitative: rich, open-ended understanding of users and domain
Quantitative: generates recommendations firmly grounded in data (can help make case to management)
Delineate hierarchical structure of user mental models
Final deliverable: site-map showing structure for main parts of entire eBay website.
This map is currently being used to guide the stages of the IA redesign.
site.com Top Category 3 Top Category1 Top Category 2 Top Category 4 SubCat1 Sub cat1 SubCat2 xx SubCat3 xx xx SubCat2 SubCat3 SubCat5 xx xx xx xx SubCat1 Subcat4 Subcat3 Subcat2 xx xx xxx SubCat3 SubCat5 SubCat4 SubCat6 SubCat4 xxx xx xx xxx xx xxx xxx xxx SubCat7 SubCat4 SubCat5 SubCat6 SubCat1 SubCat2 xx xx xxx xx xxx xx xx SubCat4 xx Preliminary IA