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•...
Content lifecycle•   Requirement analysis                                         •   Acquire•   User research            ...
Typical Content lifecycle at eBay•   Requirement analysis                                         •   Acquire•   User rese...
Project context• Assumed end-end responsibility for Global Help• Help content repository not fit for purpose• Increased fo...
Analyse• Requirement analysis                 Activities• User research                        Global:• Governance plannin...
Deep Dive: Content Audit                             Credit: http://johnmccrory.com/7   eBay Inc. confidential
Global Help Content AuditGLOBAL HELP MASTER URLs                            TOPIC (UK)                      US    CA CAFR ...
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
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Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
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Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
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Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
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tA case study on the redesign of eBay Global Help system

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Cs forum2012 makinge_bayhelphelpfulagain_luciehyde

  1. 1. Making eBay Help helpful again A Case StudyLucie HydeCS Forum – October 2012
  2. 2. 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
  3. 3. Content lifecycle• 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Deep Dive: Content Audit Credit: http://johnmccrory.com/7 eBay Inc. confidential
  8. 8. Global Help Content AuditGLOBAL HELP MASTER URLs TOPIC (UK) US CA CAFR UK DE FR IT ES BEFR BENL NL PL AU SG HK IN CLEANUP/MAPPINGasset URLhelp/account/answer-center.html Buying Seller journey TnS Other Communit y 906 Rank Rank Rank Rank http://pages.ebay.co.uk/ #N/A #N/A http://pages.ebay.co.uk/help/accou 875 nt/answer-center.html LTS status LTS Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank #N/A 1114 104 #N/A #N/A #N/A #N/A 340 #N/A #N/A #N/A #N/A NOTES IA CATEGORY/IES Typical Content Audithelp/account/change-account.html http://pages.ebay.co.uk/help/accou Account 88 53 92 68 nt/change-account.html LTS 82 91 89 50 90 92 39 255 54 69 84 72help/account/change-password.html http://pages.ebay.co.uk/help/accou doesnt exist for most nt/change-password.html EU sites - functionality Account 136 533 #N/A #N/A 404 #N/A #N/A #N/A #N/A #N/A #N/A #N/A #N/A #N/A 363 may be different (email conf used for PW change). UK page mentions changing #N/A #N/A password very briefly URLs on help/account/forgot- password.html Brief descriptionhelp/account/change-userid.html http://pages.ebay.co.uk/help/accouhelp/account/closing-account.html Account Registrati on 246 30 290 22 304 10 171 nt/change-userid.html http://pages.ebay.co.uk/help/accou 20 nt/closing-account.html LTS LTS 265 40 241 9 158 23 317 32 554 44 333 21 303 17 178 30 96 22 65 16 254 14 257 16 Unique identifierhelp/account/contact-customer-support.htmlhelp/account/cookies.html CS Trust & 45 91 123 http://pages.ebay.co.uk/help/accou 26 nt/contact-customer-support.html http://pages.ebay.co.uk/help/accou LTS 21 62 59 75 69 87 74 406 157 364 255 232 Content types 341 162 254 381 nt/cookies.html LTS 100 225 266 439 151 267 234 99 222 #N/A 112 503 Content Relationships Safetyhelp/account/cookies-web- http://pages.ebay.co.uk/help/accoubeacons.html Trust & 221 168 #N/A 262 nt/cookies-web-beacons.html LTS 249 1115 214 699 555 334 291 100 226 #N/A #N/A 504 Safetyhelp/account/correct-invalid- http://pages.ebay.co.uk/help/accou US redirects to IA identifieremail.html nt/correct-invalid-email.html help/account/change- Account 1171 501 #N/A 1014 LTS 778 866 1142 658 556 #N/A 384 131 1128 #N/A #N/A 646 account.htmlhelp/account/errors.html Tech http://pages.ebay.co.uk/help/accou 85 73 93 84 nt/errors.html LTS 114 101 119 127 117 181 199 108 118 131 228 156 Basic metrics: traffic/ visitors issueshelp/account/forgot-password.html http://pages.ebay.co.uk/help/accou Account 78 45 85 92 nt/forgot-password.html LTS 173 285 118 108 229 107 100 257 69 185 49 101help/account/forgot-userid.html http://pages.ebay.co.uk/help/accou Account 98 75 69 133 nt/forgot-userid.html LTS 157 104 78 111 143 143 147 196 76 81 108 112help/account/gettingstarted.html http://pages.ebay.co.uk/help/accou eBay info 46 70 39 143 nt/gettingstarted.html LTS 113 128 76 59 103 83 124 45 151 57 13 92help/account/getting-started.html http://pages.ebay.co.uk/help/accou eBay info 150 206 113 439 nt/getting-started.html LTS 327 403 232 280 426 269 380 139 604 113 65 258help/account/glossary.html http://pages.ebay.co.uk/help/accou eBay info 74 48 89 72 nt/glossary.html LTS 650 #N/A 56 82 #N/A 88 40 59 67 82 63 81help/account/how-to-register.html http://pages.ebay.co.uk/help/accou Registrati 122 136 79 212 nt/how-to-register.html LTS 153 129 112 199 160 182 232 164 131 114 121 149 onhelp/account/how-to-register- http://pages.ebay.co.uk/help/accoubusiness.html Registrati 214 437 #N/A 181 nt/how-to-register-business.html LTS 363 393 516 479 427 233 229 109 377 272 #N/A 505 onhelp/account/link-paypal.html Account/registrati http://pages.ebay.co.uk/help/accou 14 on PayPal 101 60 103 28 nt/link-paypal.html LTS 64 66 80 93 75 51 77 37 216 115 316 652help/account/manage-paypal.html http://pages.ebay.co.uk/help/accou PayPal 121 186 136 108 nt/manage-paypal.html LTS 78 124 108 129 94 131 197 179 59 #N/A 382 #N/Ahelp/account/managing.html http://pages.ebay.co.uk/help/accou Account 33 26 18 37 nt/managing.html LTS 27 24 55 45 25 38 27 27 37 22 12 34help/account/my-ebay.html http://pages.ebay.co.uk/help/accou My eBay 67 170 108 113 nt/my-ebay.html LTS 154 201 106 5 192 14 78 92 192 186 144 282help/account/my-messages.html Improve service http://pages.ebay.co.uk/help/accou standards Messages 47 38 44 52 nt/my-messages.html LTS 55 45 40 53 63 84 51 65 36 26 51 47help/account/paypal-cc.html http://pages.ebay.co.uk/help/accou doesnt exist for UK, 276 191 66 #N/A nt/paypal-cc.html 404 #N/A 287 701 517 243 342 203 222 #N/A #N/A 229 #N/A but probably should - content is applicable 8 eBay Inc. confidential
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