Cs forum2012 makinge_bayhelphelpfulagain_luciehyde
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tA case study on the redesign of eBay Global Help system

tA case study on the redesign of eBay Global Help system

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Cs forum2012 makinge_bayhelphelpfulagain_luciehyde Presentation Transcript

  • 1. Making eBay Help helpful again A Case StudyLucie HydeCS Forum – October 2012
  • 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. 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. 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. 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. 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. Deep Dive: Content Audit Credit: http://johnmccrory.com/7 eBay Inc. confidential
  • 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
  • 9. Comparative Content Audit: necessary to compare same content across languages and marketsGLOBAL HELPMASTER URLs TOPIC (UK) Seller US CA CAF R Ran Ran Ran Ran UK DE FR IT ES BEF BEN R L NL PL AU SG HK IN LTS Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran CLEANUP/MAPPING NOTES IA Comparative Content Auditasset URL Buying TnS Other http://pages.ebay.co.uk/ CATEGOR journey k k k k status k k k k k k k k k k k k Y/IEShelp/account/answer- http://pages.ebay.co.uk/h Comm #N/ #N/ #N/ 111 #N/ #N/ #N/ #N/ #N/ #N/ #N/ #N/ 1. Same URLs in each marketcenter.html 906 875 elp/account/answer- LTS 104 340 unity A A center.html A 4 A A A A A A A A GLOBAL HELPhelp/account/change- CAF BEF BEN TOPIC (UK) UShttp://pages.ebay.co.uk/h UK CA DE FR IT ES NL PL AU SG HK IN CLEANUP/MAPPINGaccount.html MASTER URLs Accou R R L 88 53 92 68 elp/account/change- LTS 82 91 89 50 90 92 39 255 54 69 84 72 nt account.html NOTES IA Seller Ran Ran Ran Ran LTS Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran Ranhelp/account/change- URL asset Buying TnS Other http://pages.ebay.co.uk/ CATEGOR journey k http://pages.ebay.co.uk/h k k k status k k k k k k k k k doesnt k k exist k for 2. Can capture relative page rank andpassword.html elp/account/change- most EU sites - Y/IES help/account/answer- password.html http://pages.ebay.co.uk/h center.html Comm #N/ #N/ #N/ 111 #N/ #N/ #N/ #N/ #N/functionality #N/ #N/ #N/ 906 875 elp/account/answer- LTS 104 340 unity A A center.html A 4 A A A A A may be A A A different (email help/account/change- http://pages.ebay.co.uk/h conf used for account.htmlGLOBAL HELP Accou 88 53 92 68 elp/account/change- CAF LTS 82 91 89 50 90 92 39BEF BEN PW change).255 54 69 84 72 Accou nt TOPIC (UK) #N/ #N/ US CA #N/ #N/ #N/ #N/ #N/ #N/ DE FR #N/ ES #N/ #N/ NL PL AU SG HK IN UK #N/ #N/ IT CLEANUP/MAPPING metrics, and assess patterns not only MASTER URLs 136 533 account.html R 404 363 R L UK page help/account/change- GLOBAL HELP A A nt http://pages.ebay.co.uk/h ACAF A A A A A A A A A A BEF BEN TOPIC (UK) US CA UK DE mentions ES doesnt exist for NOTESSG IA FR IT NL PL AU HK IN CLEANUP/MAPPING password.html MASTER Seller URLs Ran Ran Ran Ran elp/account/change- R LTS Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran Ran - R L most EU sites asset URL Buying TnS Other http://pages.ebay.co.uk/ changing CATEGOR journey k k k k password.html status k k k k k k k k k k k k functionality Ran Ran Ran Y/IES NOTES IA Seller Ran Ran Ran Ran LTS Ranpassword very Ran Ran Ran Ran Ran Ran Ran Ran asset URL Buying TnS Other CATEGOR help/account/answer- journey http://pages.ebay.co.uk/h http://pages.ebay.co.uk/ status k briefly on k may be k k k k k k k k k k k k k k Comm #N/ #N/ #N/ 111 #N/ #N/ #N/ #N/ help/account/fordifferent #N/ #N/ #N/ #N/ (email Y/IES center.html 906 875 elp/account/answer- LTS 104 340 across sections, but across help/account/answer- unity A A http://pages.ebay.co.uk/h A A got- A 4 A A A A A A center.html center.html #N/ #N/ Comm #N/ 111 #N/ conf used #N/ #N/ #N/ for #N/ #N/ #N/ #N/ 906 875 elp/account/answer- LTS 104 340 help/account/change- Accou #N/ #N/ A A #N/ #N/ #N/ #N/ #N/ #N/ #N/ #N/ #N/password.html PW change). http://pages.ebay.co.uk/h unity A 4 #N/ #N/ A A A A A A A Ahelp/account/change- account.html nt http://pages.ebay.co.uk/h elp/account/change- A center.html 91A 89A 50A 90A 92A 39 255 54A 69 page 72 Accou 136 533 A 88A 53 92 68 404 A A 82A LTS 363 A UK 84userid.html Accou help/account/change-171 elp/account/change- nt http://pages.ebay.co.uk/h mentions 246 290 304 LTS 265 241 158 317 554 333 303 178 96 65 254 257 account.html Accou nt account.html userid.html 88 53 92 68 elp/account/change- LTS 82 91 89 50 changing 39 255 54 69 84 72 90 92 help/account/change- http://pages.ebay.co.uk/h nt doesnt exist forhelp/account/closing- http://pages.ebay.co.uk/h elp/account/change- account.html password very password.html most EU sites - languages, markets and regionsaccount.html Registr help/account/change- 20 elp/account/closing- http://pages.ebay.co.uk/h briefly on doesnt exist for 30 22 10 LTS 40 9 23 32 44 21 17 30 22 16 14 16 password.html functionality ation password.html account.html elp/account/change- help/account/for most EU sites - may behelp/account/contact- http://pages.ebay.co.uk/h password.html got- functionality different (emailcustomer-support.html password.html may be CS 45 91 123 26 elp/account/contact- LTS 21 62 59 75 69 87 74 406 157 364 255 232 conf used for help/account/change- http://pages.ebay.co.uk/h customer-support.html different (email Accou PW change). userid.html Accou #N/ #N/ 246 290 304 171 elp/account/change- LTS 265 241 158 317 554 333 303 178 96 #N/ #N/ #N/ 363 #N/ #N/ UK page #N/ #N/ #N/ #N/ #N/ #N/ 65 254 257 conf used forhelp/account/cookies.htm Trust nt 136 533 http://pages.ebay.co.uk/h 404 3. INSIGHT: biggest driver of customer nt A A userid.html A A A #N/ A A A A A A A A PW change).l & 341 162 254 381 elp/account/cookies.html LTS 100 225 266 439 151 267 234 99 222 Accou #N/ #N/ 112 503 #N/ #N/ #N/ #N/ #N/ #N/ #N/ #N/ #N/ mentions #N/ #N/ help/account/closing- 136 533 http://pages.ebay.co.uk/h A 404 363 UK page Safety Registr nt A A A A A A A A A changing A A A A account.html 22 10 20 elp/account/closing- 30 http://pages.ebay.co.uk/h LTS 40 9 23 32 44 21 17 30 22 16 14 16 mentionshelp/account/cookies- Trust ation password very #N/ account.html 111 #N/ #N/ changingweb-beacons.html & 221 168 262 elp/account/cookies-web- LTS 249 214 699 555 334 291 100 226 504 briefly on help/account/contact- A 5 A A password very Safety beacons.html http://pages.ebay.co.uk/h help/account/for customer-support.html 91 123 26 elp/account/contact- CS 45 http://pages.ebay.co.uk/h LTS 21 62 59 75 69 87 74 406 157US redirects to 364 255 232 briefly onhelp/account/correct- got- behaviour and content usage was customer-support.html help/account/forinvalid-email.html password.html help/account/cookies.htm help/account/change- Accou 117 #N/ 101 elp/account/correct- http://pages.ebay.co.uk/h 114 http://pages.ebay.co.uk/h #N/ 112 #N/ #N/ help/account/ch got- 501 Trust LTS 778 866 658 556 384 131 646 #N/ l userid.html nt 1 A 341 162 254 381 elp/account/cookies.html LTS 100 225 266 439 151 267 234 A 222ange- 112 503 & 4 invalid-email.html Accou 2 elp/account/change- A 8 A 99 password.html 246 290 304 171 LTS 265 241 158 317 554 333 303 178 96 65 254 257 account.html A help/account/change- nt http://pages.ebay.co.uk/h Safety userid.html Accouhelp/account/errors.html help/account/cookies- userid.html http://pages.ebay.co.uk/h http://pages.ebay.co.uk/h elp/account/change- 246 290 304 171 http://pages.ebay.co.uk/h LTS 265 241 158 317 554 333 303 178 96 65 254 257 help/account/closing- Tech Trust nt 114 101 119 127 117 181 199 108 118 131 228 156 #N/ #N/ web-beacons.html 85 73 93 84 elp/account/errors.html LTS userid.html Registr 262 elp/account/cookies-web- LTS 249 111 214 699 555 334 291 100 226 #N/ account.html issues & 221 168 30 22 10 20 elp/account/closing- LTS 40 9 23 32 44 21 17A 30A 22 16 14 16 504 maturity/ nature of markethelp/account/forgot- help/account/closing- Safety ationA beacons.html account.html http://pages.ebay.co.uk/h Registr 5 http://pages.ebay.co.uk/h account.html Accou http://pages.ebay.co.uk/h22 10 20 elp/account/closing- 185 LTS 101 9 23 32 US redirects to 30 22 16 14 16 30 40 44 21 17password.html help/account/correct- help/account/contact- 78 45 85 92 elp/account/forgot- LTS 173 285 118 108 229 107 100 257 69 http://pages.ebay.co.uk/h ation 49 invalid-email.html nt account.html customer-support.html CS 45 elp/account/correct- password.html 91 123 26 elp/account/contact- LTS 21 62 59 75 69 87 74 406 157 364 255 232 help/account/ch help/account/contact- 117 501 #N/ 101 invalid-email.html Accou LTS 778 866 http://pages.ebay.co.uk/h 131 112 #N/ #N/ 646 ange- 114 658 556 #N/ 384help/account/forgot- customer-support.html Accou nt 1 http://pages.ebay.co.uk/h customer-support.html elp/account/contact- A 4 2 A 8 A Auserid.html CS 45 91 123 26 LTS 21 62 59 75 account.html 406 157 364 255 232 69 87 74 help/account/cookies.htm 98 75 69 133 elp/account/forgot- Trust LTS 157 104 78 111 143 143 147 196 76 81 108 112 http://pages.ebay.co.uk/h nt customer-support.html userid.html 162 254 381 elp/account/cookies.html LTS 100 225 266 439 151 267 234 99 222 #N/ 112 503 4. Also did an internal quality score, l help/account/errors.html & 341 http://pages.ebay.co.uk/h Tech help/account/cookies.htm Trust http://pages.ebay.co.uk/h Ahelp/account/gettingstart 85 http://pages.ebay.co.uk/h Safety 84 elp/account/errors.html 73 93 LTS 114 101 119 127 117 181 199 108 118 131 228 156 #N/ l eBay issues & 341 162 254 381 elp/account/cookies.html LTS 100 225 266 439 151 267 234 99 222 112 503ed.html help/account/cookies- http://pages.ebay.co.uk/h 46 70 39 143 elp/account/gettingstarte LTS 113 128 76 59 103 83 124 45 151 57 13 92 Trust A help/account/forgot- web-beacons.html info http://pages.ebay.co.uk/h #N/ Safety 111 #N/ #N/ Accou d.html 221 168 & 262 elp/account/cookies-web- LTS 249 214 699 555 334 291 100 226 504 password.html help/account/cookies- 78 45 85 92 elp/account/forgot- A Trust http://pages.ebay.co.uk/h 257 69 185 49 101 A A LTS 173 285 118 108 5 229 107 100help/account/getting- nt http://pages.ebay.co.uk/h beacons.html #N/ Safety 111 #N/ #N/ web-beacons.html eBay password.html& 221 168 262 elp/account/cookies-web- LTS 249 214 699 555 334 291 100 226 504started.html help/account/correct- 150 206 113 439 elp/account/getting- http://pages.ebay.co.uk/h 269 380 139 604 113 65 258 5 LTS 327 403 232A 280 426 US redirects A A to help/account/forgot- info Safety http://pages.ebay.co.uk/h beacons.html based on linguistic accuracy, usability invalid-email.html Accou started.html elp/account/correct- help/account/ch userid.html help/account/correct- 98 Accou 117 501 #N/ 101 75 69 133 elp/account/forgot- LTS 157 104 78778 866 114 658 556 #N/ 384 131 112 #N/ #N/ 646 ange- http://pages.ebay.co.uk/h 196 76 81 108 112 LTS 111 143 143 147 US redirects tohelp/account/glossary.ht http://pages.ebay.co.uk/h4 invalid-email.html invalid-email.htmlnt 72 eBay 74 48 89 nt 1 A userid.html Accou 117 #N/ #N/ elp/account/correct-2 63 A 8 A A help/account/chml info elp/account/glossary.html LTS 650 A501 #N/ 101A 88 40 59 67 82 LTS 778 866 114 658 556 #N/ 384 131 112 #N/ #N/ 646 56 82 81 account.html help/account/gettingstarthelp/account/how-to- eBay http://pages.ebay.co.uk/h nt 1 http://pages.ebay.co.uk/h http://pages.ebay.co.uk/h A 4 invalid-email.html 2 A 8 A A ange- ed.html help/account/errors.html Registr 46 70 39 143 elp/account/gettingstarte LTS 113 128 76 59 103 83 124 45 151 57 13 92 Tech account.htmlregister.html 122 136 79 info 212 elp/account/how-to- 93 84 elp/account/errors.html 160 182 114 101 119 127 117 181 199 108 118 131 228 156 85 73 d.html LTS 153 129 112 199 LTS 232 164 131 114 121 149 ation issues help/account/errors.html register.html Tech http://pages.ebay.co.uk/h and TOV/style compliance help/account/getting- help/account/forgot- http://pages.ebay.co.uk/h73 93 84 elp/account/errors.html http://pages.ebay.co.uk/h 85 LTS 114 101 119 127 117 181 199 108 118 131 228 156help/account/how-to- started.html password.html eBay http://pages.ebay.co.uk/h issues Accou Registr 439 elp/account/getting- #N/ 150 206 11378 45 85 92 elp/account/forgot- 327 403 232 280 426 269 380 #N/ 107 100 257 69 185 49 101 LTS LTS 173 285 118 108 229 604 113 65 258 139register-business.html help/account/forgot- 181 elp/account/how-to- 214 437 info nt http://pages.ebay.co.uk/h LTS 363 393 516 479 427 233 229 109 377 272 started.html Accou 505 ation password.html password.html A register-business.html 78 45 85 92 elp/account/forgot- A LTS 173 285 118 108 229 107 100 257 69 185 49 101 help/account/glossary.ht help/account/forgot- eBay http://pages.ebay.co.uk/h http://pages.ebay.co.uk/h nt #N/ #N/help/account/link- ml Account/regi userid.html 74 http://pages.ebay.co.uk/h elp/account/forgot- 650 password.html Accou 48 89 72 elp/account/glossary.html LTS 56 82 88 40 59 67 82 63 81 14 info 98 75 69 133 ALTS 157 104 78 111 143 143 147 196 76 81 108 112 Apaypal.html stration PayPal 101 60 103 28 elp/account/link- help/account/forgot- nt http://pages.ebay.co.uk/h LTS 64 66 80 93 75 51 77 37 216 115 316 652 help/account/how-to- userid.html http://pages.ebay.co.uk/h Accou userid.html Registr paypal.html 98 75 69 133 elp/account/forgot- 5. Also more sophisticated KPIs LTS 157 104 78 111 143 143 147 196 76 81 108 112 register.html help/account/gettingstarthelp/account/manage- 122 136 79 212 http://pages.ebay.co.uk/h http://pages.ebay.co.uk/h elp/account/how-to- nt LTS 153 129 112 199 160 182 232 164 131 114 121 149 userid.html ed.html ation eBaypaypal.html 46 70 39 143 elp/account/gettingstarte LTS 113 128 76 59 103 83 124 45 151 57 13 92 register.html #N/ #N/ PayPal 121 186 136 108 elp/account/manage- help/account/gettingstart info LTS 78 124 108 129 94 131 197 179 59 http://pages.ebay.co.uk/h 382 help/account/how-to- d.html http://pages.ebay.co.uk/h eBay A A ed.html Registr paypal.html #N/ 46 70 39 143 elp/account/gettingstarte LTS 113 128 #N/ 59 103 83 124 45 151 57 13 92 76 help/account/getting- register-business.html 214 437 http://pages.ebay.co.uk/h 181 elp/account/how-to- info LTS 363 393 516 479 427 233 229 109 377 272 505help/account/managing.h ation http://pages.ebay.co.uk/h eBayA d.html A started.html Accou 150 206 113 439 elp/account/getting-45 25LTS 327 403 232 280 426 269 380 139 604 113 65 258 register-business.htmltml help/account/getting- 37 elp/account/managing.ht LTS 27 24 55 33 26 18 info http://pages.ebay.co.uk/h 12 34 38 27 27 37 22 help/account/link- nt Account/regi started.html http://pages.ebay.co.uk/h eBay 14 6. Could also compare usage across started.html ml 150 206 113 439 elp/account/getting- LTS 327 403 232 280 426 269 380 139 604 113 65 258help/account/my-paypal.html help/account/glossary.ht stration http://pages.ebay.co.uk/h http://pages.ebay.co.uk/h66 80650 #N/ 56 82 #N/ 88 40 59 67 82 63 81 PayPal 101 60 103 28 elp/account/link- eBay info LTS 64 started.html 75 51 77 37 216 115 316 652 93 ml My 74 48 89 72 elp/account/glossary.html LTS paypal.htmlebay.html info LTS 154 201 106 5 192 14 78 A 192 186 144 282 #N/ A help/account/glossary.ht elp/account/my- eBay 67 170 108 113 eBay 92 http://pages.ebay.co.uk/h #N/ help/account/manage- help/account/how-to- ebay.html http://pages.ebay.co.uk/h48 89 72 http://pages.ebay.co.uk/h elp/account/glossary.html LTS 650 74 56 82 88 40 59 67 82 63 81 ml Registr info #N/ A #N/ Ahelp/account/my-paypal.html register.html Improve PayPal 121 186 136 108 elp/account/manage- http://pages.ebay.co.uk/h elp/account/how-to- 78 124 108 129 94112 199 160 182 232 164 131 114 121 149 122 136 79 212 LTS LTS 153 129 131 197 179 59 A 382 A help/account/how-to- Messa ation http://pages.ebay.co.uk/hmessages.html service 47 38 44 52 elp/account/my-paypal.html Registr 45 40 53 63 84 51 65 36 26 51 47 register.html register.html LTS 55 help/account/managing.h ges 122 136 79 212 elp/account/how-to- LTS 153 129 112 199 160 182 232 164 131 114 121 149 messages.html http://pages.ebay.co.uk/h content types and departments standards help/account/how-to- Accou http://pages.ebay.co.uk/h ation Registr 37 elp/account/managing.ht LTS register.html tmlhelp/account/paypal- register-business.html 26 18214 437 #N/ 181 LTS 45 25 38 27 27 37 doesnt12 34272 #N/ 505 33 http://pages.ebay.co.uk/h elp/account/how-to- 27 24 55363 393 516 479 427 233 229 109 377for 22 exist help/account/how-to- nt ation A http://pages.ebay.co.uk/h Acc.html ml elp/account/paypal- register-business.html Registr #N/ UK, but #N/ help/account/my- register-business.html #N/ http://pages.ebay.co.uk/h 701A 181 elp/account/how-to- #N/ LTS #N/ probably should427 233 229 109 377 272 A 505 #N/214 437 #N/ 363 393 516 479 help/account/link- 276 191 My Account/regi 66 cc.html 404 http://pages.ebay.co.uk/h 342 203 222 ation 287 517 243 229 14 ebay.html paypal.html A 170 108 113 elp/account/my- A register-business.html A 192 A 67 PayPal 101 60 103 28 elp/account/link- 154 201 106645 66 80 93 75 51 -77 37 is 282 LTS A 186 144 14 78 92 192 content 216 115 316 652 stration eBay LTS help/account/link- Account/regi ebay.html paypal.html http://pages.ebay.co.uk/h applicable 14 help/account/my- paypal.html stration http://pages.ebay.co.uk/h60 103 28 elp/account/link- PayPal 101 LTS 64 66 80 93 75 51 77 37 216 115 316 652 help/account/manage-Improve 7. Mapped content against seller- Messa http://pages.ebay.co.uk/h messages.html service 38 44 52 elp/account/my- 47 PayPal 121 186 136 108 elp/account/manage- paypal.html 63 84 51 65 36 26 51 47 LTS 55 45 40 78 124 108 129 94 131 197 179 59 #N/ 382 #N/ 53 paypal.html ges LTS help/account/manage- standards messages.html http://pages.ebay.co.uk/h A A paypal.html #N/ #N/ help/account/paypal- paypal.html PayPal 121 186 136 108 elp/account/manage- http://pages.ebay.co.uk/h LTS 78 124 108 129 doesnt exist for 94 131 197 179 59 382 help/account/managing.h http://pages.ebay.co.uk/h A A cc.html Accou elp/account/paypal- paypal.html UK, but tml 33 26 18 37 elp/account/managing.ht LTS 27 24 55 45 25 38 27 27 37 22 12 34 help/account/managing.h 191 66 #N/ cc.html 276 nt 404 #N/ http://pages.ebay.co.uk/h 287 701 517 243 342 203 222 #N/ #N/ 229 #N/ probably should A ml Accou tml 33 26 18 A37 elp/account/managing.ht LTS 27 24 55 45 -25 38 is A A A articulated user journeys and help/account/my- http://pages.ebay.co.uk/h content 27 27 37 22 12 34 nt My ml applicable ebay.html 67 170 108 113 elp/account/my- LTS 154 201 106 5 192 14 78 92 192 186 144 282 help/account/my- eBay http://pages.ebay.co.uk/h ebay.html My ebay.html 67 170 108 113 elp/account/my- LTS 154 201 106 5 192 14 78 92 192 186 144 282 help/account/my- Improve http://pages.ebay.co.uk/h eBay Messa ebay.html messages.html service 47 38 44 52 elp/account/my- LTS 55 45 40 53 63 84 51 65 36 26 51 47 help/account/my- ges Improve http://pages.ebay.co.uk/h standards messages.html Messa messages.html service 47 38 44 52 elp/account/my- personas LTS 55 45 40 53 63 84 51 65 36 26 51 47 help/account/paypal- http://pages.ebay.co.uk/h ges doesnt exist for standards messages.html cc.html elp/account/paypal- UK, but help/account/paypal- #N/ #N/ http://pages.ebay.co.uk/h #N/ #N/ #N/ doesnt exist for 276 191 66 cc.html 404 287 701 517 243 342 203 222 229 probably should cc.html A A elp/account/paypal- A A A UK, but #N/ #N/ - content is #N/ #N/ #N/ 276 191 66 cc.html 404 287 701 517 243 342 203 222 probably should A A applicable A 229 A A 8. A “multi-dimensional” audit – 3-D not - content is applicable 9 eBay Inc. confidential 2-D, globally
  • 10. UK Content Audit: Approach• Identify/ catalogue all current content in the following (internally defined) areas:- Seller-facing Help content (224 URLs)- Other seller-facing onsite content (55 URLs)- Seller-facing CS content (emails, chat, KB, etc – 500+ pieces of content)• Audit each piece of content, using internal quality measurements, testing for:- Linguistic accuracy (Grammar, spelling etc)- Usability- Brand and tone compliance• Assign average score (4+ = pass; fail in linguistic accuracy = autofail)- Indicative “health” score• Metrics analysis- Traffic and ranking eBay Inc. confidential 10
  • 11. UK Content Audit Results: Current seller-facing Helpcontent QUALITY SCORE 70 60 50 40 30 20 10 0 eBay Inc. confidential 11
  • 12. Content Audit Results: Current on-site content (non-Help)Key Findings• 83.63% of the documents qualified for automatic failure, when audited againstour internal quality checklist.• Only nine documents passed every audit section without automatically failing(16.36%)• Two documents failed across the board (refs: 5 Solutions Directory and 35FAQs) eBay Inc. confidential 12
  • 13. The good news: Most of our content maps againstseller journeys, as defined by sellers Improving service standards Communicates with buyers via email Sends own branded emails Offers a returns policy Actively resolves buyer issues and cases Actively monitors Detailed Seller Ratings and reactseB Achieves eBayay Top Rated SellerIn Statuscconfide Becomes anti Powerselleral eBay Inc. confidential 13
  • 14. Summary of Content Audit findings • We’ve lost the authority over our own • It is, however, covering the right content parts of the seller journeys • Our content is often “invisible”: hidden, out of context and not surfaced and point of need. • Only the latest content is on-brand, on- tone and in line with current design guidelines • Our content can’t easily be exported to or shared between several channels • It is often wrong • It is often out of date • It certainly isn’t sexy or personalised (at least not consistently) eBay Inc. confidential 14
  • 15. Deep Dive: Desk Research – Learning Preferences15 eBay Inc. confidential
  • 16. Executive SummaryDesk Research • Learning is a very high goal, and the focus needs to be learning to sell successfully, especially online. • Motivation to progress and the ability to progress is different for different sellers, so content should be tailored and targeted to account for effective triggers appropriately. • Support is looked at a holistic entity and should be  Contextual Top  Timely Insights  Easily discoverable  Accessible • To facilitate better learning, content should be  Consistent  Hierarchical  Easy to scan  Adaptable to multiple formats  Available via different channels 16 eBay Inc. confidential
  • 17. Deep Dive: User Research Interviews17 eBay Inc. confidential
  • 18. Executive SummarySeller Interviews Learning is contextual and sellers look at eBay as a selling platform and not an educational one • Preference is to learn by actually ‘doing’. • None of them had looked at ‘Help’ to figure out how to get started, preferred learning by actually doing. • Common practice seemed to be learning by ‘trial and error’. • Most sellers said they looked at other sellers’ listings for inspiration and guidance and to identify keywords Top • Apart from online research, friends and families cited as primary sources for information. Insights • No specific or concrete learning sources when it comes to understanding eBay processes. • Few of them cited ‘forums and communities’ to be a good source of information while looking to find answers for specific issues. • Few used social media such as Facebook and Twitter as a supplementary tool advertise their eBay products. • b2c sellers that had some retail background had no active expectations from eBay (in terms of content) to help them progress. eBay Inc. confidential
  • 19. Sellers didn’t articulate any learning needs• No active training needs*  None of the sellers seemed to have any expectations w.r.t learning  Most of the sellers felt the onus was really on them to succeed and did not have any active expectations from eBay regarding training.  However, a couple of sellers said expanding meant adding to their workforce. And they felt the training cost (time and effort) associated with hiring new members is a deterrent. At least they felt they did not have the time on their to train some one new, especially when they were trying hard to establish a successful business. • In these instances they felt some help from eBay or otherwise in hiring people that had the working knowledge of eBay, or in help training them would be very welcome.* Again needs to be kept in mind that we spoke mostly to non-novice, b2c sellers. Could be different for novice sellers and for c2c 19 eBay Inc. confidential
  • 20. Yet we identified many latent needs• Market themselves better • Manage buyer expectations  Importance of good listing  Importance of clear and honest communication with buyers • Looking at other seller listings • Accurate description and item conditions • Keywords • Good photographs • Shipping time• Increase efficiency Proactive communication of delays or  Increasing awareness of tools problems with shipment • Listing tools • Timely response to queries • Fee calculator • Pulse  Monitor and manage inventory • Benefits  Why sign up as a business seller?  Automatic relisting  Why become a ‘Power seller’ or ‘eTRS’? • Timely response to queries  Why PayPal? 20 eBay Inc. confidential
  • 21. Overarching recommendations for content (1) [sic]• Liaise with the respective product/business teams to identify key task flows to determine how content can be effectively designed and surfaced at the appropriate times.  Proactively inform users of the processes and guide them as necessary through these processes.  Consider using different formats (video, text, images, etc.) to effectively communicate and guide the users, especially beginners  Consider designing wizards to guide new users through key processes  Registration, Listing, etc.  Be aware of key initiatives roadmap of different teams and proactively communicate proposed changes through the website• Dedicate a portion of the page consistently to surface context-sensitive guidance and support information  Also design a ‘content hub’ to allow for searching persistent information• Use the website to mirror and complement any relevant offsite communication. 21 eBay Inc. confidential
  • 22. Overarching recommendations for content (2) [sic]• Design content to cater to different media/devices  Almost all sellers commented on using tablets and smartphones for monitoring and communications related purposes.• Consider using external channels such as ‘YouTube’, ‘Facebook’, etc. to increase visibility• Also consider partnering with external elements such as ‘Google, ‘about.com’, ‘ask.com’, ‘eHow’, etc. to become part of the conversation regarding information available outside eBay.  Most sellers said that while they do not look into specific web sources, ‘Google’ is their starting point in research and depending on the context of need, they go wherever it takes them (blogs, forums, online communities, etc.) 22 eBay Inc. confidential
  • 23. User Research revealed changed behaviours when itcomes to consuming informationLast research (Dec 2008) New research (Jan 2012)• Users were happy with a “one- • Users no longer wanted to look for stop” problem-solving hub information on “how to eBay” – learning is now much more• Once they “knew their way immediate; learning is doing around” they were happy to look for an answer and then return to • They wanted any helpful content their task surfacing in context• Though they could get “distracted” • “Help” now seen only as a way to by “interesting content” on the way contact customer support if they weren’t that experienced • Users have several other sources to consult for information on eBay • They want information in several formats for all platforms/ devices23 eBay Inc. confidential
  • 24. CollectActivitiesGlobal: • Acquire- Re-write content in UK pilot • Author/Edit (on global source model), to • Version/Localise new Tone of Voice • Metadata- Curate information from other eBay/non-eBay sources- Create with localisation in mind- Metadata CollectLocal:- Produce/curate ~20% to local requirements 24 eBay Inc. confidential
  • 25. ManageActivitiesGlobal:- Pitching for a global, Manage integrated content architecture- To include CMS, content component • Modeling/typing repository, taxonomy • Configure/ and translation components management tools • Structure /standardsLocal: • Repository- Drupal “Sticking Plaster” 25 eBay Inc. confidential
  • 26. Publish Activities Global: Publish - Success definition and measurement - Iteration (driven by global product changes) - Share learnings• Aggregate/Transform• Publish/Syndicate• Evaluate Local:• Iterate or sunset - Evaluation - Iteration (driven by local business reqs.) 26 eBay Inc. confidential - Staged publication
  • 27. Deep Dive: Measurement Framework27 eBay Inc. confidential
  • 28. Overview of Global Help KPIs C2C selling/% Content Centre of GMV Selection Reduce BBE buyers who sell Increase CBT Excellence Produce online resources to help customer sell, which are accessible, relevant, useful, accurate and complete. Implement so that Content Centre of Excellence established with stakeholders. Relevance / Scalability / Brand / Tone Findability * Segmentation: reports Helpfulness Maintainability /Style should allow us to view visits, sessions, time on page by: • Business vs. Private sellers SEO / search Feedback Each item Survey/ • By main Categories/Vertical rankings box (“Y/N” & checked per Brand (the barriers to scaling sales comments) half tracker? in CSA are different to H&G or Tech…)* • Domestic vs. International Volume of Survey Processes (site of registration, would visits exist for new Internal give us an idea of the content types audit interest in this content to Type of visitor CBT sellers from outside (customer seg) UK) Benchmarking Time on page • Applications used (SYI, 3rd level of effort party tools, …)* per item * Category and AppId is only Type of visitor available on a listing basis (customer seg) eBay Inc. confidential
  • 29. “Quantified” (Measure) Draft Data Collection Plan – Global Help Pilot UKWhat Current Target Who How When SEO analysis n/a 1st-2nd place per Michael / tbd Google / Monthly target query Adwords Analytics Visits, Available Tbd Michael / tbd Data Monthly segmentation, Warehousefeedback box data Feedback Available n/a Ben, Helen, Pip Data Each page’scomments analysis Warehouse comments reviewed once per quarter Survey / Brand (Need to review Tbd Tbd Tbd Monthly? tracker whether OCS surveys can help here) Internal audit 42% of All pages meet Ben, Helen, Pip Expert review Each page, reviewed pages Brand, Tone & (+ RLYL?) once per quarter met standards Style guidelines eBay Inc. confidential
  • 30. Content Scorecards: Visualising success for the Execteam Findability: Voice of the 2.1 overall average Search Performance Position of Seller 3.25 average page Customer On page feedback Hub pages in natural rating (out of 5) Average rating of search rankings. 1.0 1.4- 6.1 Seller Hub pages Tested manually 4.1 4.3- 1.8 target range (1 star = very poor / against key terms, target range 5 stars = excellent). monthly. Progress Plans Progress Plans - Updated - Paid search - Updated - Paid search metadata on CBT terms launched metadata on CBT terms launched pages for CBT pages pages for CBT pages - Identified 4 new - Identified 4 new key terms to key terms to track track 30 eBay Inc. confidential
  • 31. Content Scorecards: Visualising success for the Execteam Engagement Engagement 2.1 Time on mins Page 3.2k Volume of visits average time total visits (Sept) on page Average length of Total visits for Seller stay on page. Centre per month 4.1 0.3- 5.8 4.1k 2.3k target range target (Aug) Progress Plans Progress Plans - Launch of new - Delete page XYZ - Inserted in flow - Add page w/ CBT video (high bounce links to CBT video tutorial on rate) pages from SYI topic XYZ - Launched new RTM banner on Home Page31 eBay Inc. confidential
  • 32. Measuring success over time• Impact • HealthPost-launch focus OngoingTime-bound Can incorporate “Impact” metrics once time constraint isShould reflect specific strategic overbusiness priorities Should reflect broader strategicCould support other initiatives prioritiesTypically take form of specific Generally independent ofKPIs initiatives and projectsAim: to measure the success of Typically used as trend datathe particular project or initiativeand whether the changes Aim: to measure the ongoingproduced ROI/ cost reduction effectiveness of content as part32 eBay Inc. confidential of the user experience
  • 33. Content strategy: It’s not just about the contentBusiness require- Process Personas, ments models scenariossummary Gap User Wire- analysis research frames Govern- Content Flow ance matrix diagrams model Message Content Writing architec- model Templates ture Content Editorial Contentinventory calendar migration Custom, Content Delivery personal plan design views Localiz- Content Standards ation audit guidelines strategy Metadata Link Training strategy strategy aids Sunset/ Versioning iterate eBay Inc. confidential Credit: The Content Strategy Paradox, Rahel Bailie
  • 34. Personas New Seller Private Seller Top-Rated Business Seller Seller34 eBay Inc. confidential
  • 35. Validating the IA using Treejack35 eBay Inc. confidential
  • 36. Design36 eBay Inc. confidential
  • 37. Proposed initiative: redesign of content architectureKey principles of COPE: Key benefits of COPE:• Build content management • Ability to manage full content systems (CMS), not web lifecycle, not just launch, publishing tools (WPT) without developer intervention• Separate content from display • Ability to update content and presentation independently of• Ensure content modularity each other• Ensure content portability • Ability to re-use and re-imagine content x-channel and x- platform • Ability to port and export content independent of design and code37 eBay Inc. confidential