Transcript of "Cs forum2012 makinge_bayhelphelpfulagain_luciehyde"
Making eBay Help helpful again A Case StudyLucie HydeCS Forum – October 2012
Contents• The Content LifeCycle• Project Context• Analyse Phase – Deep Dive: Content Audit – Deep Dive: User Research• Collect Phase• Manage Phase• Publish Phase – Deep Dive: Measuring Success and a metrics framework• The Content Strategy Paradox: It’s not just about the content – Personas - IA – Design - Systems2 eBay Inc. confidential
Typical Content lifecycle at eBay• Requirement analysis • Acquire• User research • Author/Edit• Governance planning • Version/Localize• Budget • Metadata Analyze Collect• Aggregate/Transform Publish Manage• Publish/Syndicate• Evaluate • Modeling/typing• Iterate or sunset • Configure/components • Structure /standards • Repository eBay Inc. confidential Credit: Rahel Bailie
Project context• Assumed end-end responsibility for Global Help• Help content repository not fit for purpose• Increased focus on delivering content that supports business results• Increased focus on managing full content lifecycle• Design and content that were seven years old• Org change that made collaboration with a content-receptive marketing and comms team much easierDecision: Pilot a redesign that broke down global help, in a more targetedway, focusing on benefits (why?) as well as instructions (how?) and leftresolution to customer support5 eBay Inc. confidential
Analyse• Requirement analysis Activities• User research Global:• Governance planning - Content Audit• Budget - Requirements analysis - Governance Planning - Scoping and budgeting Analyse Local: - User research6 eBay Inc. confidential
Deep Dive: Content Audit Credit: http://johnmccrory.com/7 eBay Inc. confidential