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Customer Researchers As Health Professionals
 

Customer Researchers As Health Professionals

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An overview of eBay's Product Health Strategy, which uses a wide variety of user experience research methodologies to track the health of the eBay product over time.

An overview of eBay's Product Health Strategy, which uses a wide variety of user experience research methodologies to track the health of the eBay product over time.

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Customer Researchers As Health Professionals Customer Researchers As Health Professionals Presentation Transcript

  • Customer Researchers as Health Professionals How eBay Uses Research to Improve Product Health Christian Rohrer Director, Customer Intelligence – Product Rian Van Der Merwe Manager, Customer Intelligence – Product Customer Intelligence eBay, Inc. © 2007 eBay Inc. All rights reserved. eBay and the eBay logo are registered trademarks of eBay Inc. Other trademarks are the property of their respective owners. Please don’t take our picture or record this class without first obtaining permission.
    • Context at eBay
  • The elements of user experience Marketing campaigns It starts by being useful… Functionally, people must be able to use it… The way it looks must be pleasing … This plays a major role in creating the overall brand experience Executing well on all of these areas is what creates a great user experience. Research is needed for each. Brand experience My overall feeling about a brand/product (in the abstract) is good. I like the way the product looks and feels. Desirability Usability I am able to use the product easily. Utility It is useful to me. It meets my needs.
  • User Experience Research and Market Research User Experience Research Market Research - How to get people to come to the product - Who we want to target - What do people want? - Attitudes and potential buying habits
    • Once people are at the product, do they understand what to do?
    - Motivations and potential usage patterns
      • - User requirements: goals & behaviors
    - How should the product be designed? - Who should we build this for?
      • - User insights throughout the product development process
      • - Buying triggers
    - Industry trends - What should we build?
      • - Competitive user experience designs & usability
  • Product Development Stages and Classes of Research
    • Role: New design ideas, discovery, product or business opportunities
    • Innovation & strategy
    • METHODS
    • Ethnography: user needs (tacit & explicit)
    • Competitive analysis
    • Feature/task analysis
    • Concept development & assessments
    • Role: Improve, refine, and the design
    • Design, reduce risk
    • METHODS
    • Usability inspections
    • Participatory design
    • Rapid, iterative design & testing (RITE method, paper prototyping)
    • Desirability studies
    • Usability (lab) studies
    • Field studies
    • Role: Measure or compare against self or competition
    • Primarily quantitative
    • METHODS
    • Product Health/Tracker
    • Online User Experience Assessments (Keynote)
    • Data mining analysis
    • Live (A/B) Testing
    • Product surveys
    • Customer Satisfaction
    • Other Trackers
    STRATEGIC (Inspire) DESIGN RESEARCH (Inform) TRACK (Assess) Understand Conceive Design Develop Launch
  • Business Levers Available to eBay
    • “ 2007 is the year of user experience” – Meg Whitman
    • Longest to implement
    • Complex effects
    • Has the most untapped potential
    • Site improvements
    • Generates more transactions that feed pricing lever
    Product (website)
    • Seasonal or based on current needs
    • Immediate effect, but fast decay
    • Internet Marketing
    • Direct Marketing
    • Brand campaigns (TV, radio, print)
    Marketing
    • Periodic revisions based on pricing research
    • Immediate effect once implemented
    • Positive & negative effect
    • Fee structure
    • Pricing changes
    • Based on revenue model
    Pricing Usage and Results Description Business Lever
  • Org Changes: Customer Intelligence - Product Customer Intelligence Market Research Analytics
    • Product Health
    • Product Health Strategy Overview
    • Product Health Synthesis
    • Beyond the slides: driving product strategy
  • Product Health Strategy Overview
    • What is Product Health?
        • A suite of user experience research projects that, as a whole, provides an ongoing, holistic assessment of all different areas of our site, with specific focus on the key flows.
    • Why are we doing it?
        • We believe there is a genuine need for a holistic, cross-GXT view of our product to help guide us as a company to focus our development efforts for existing products and new ideas on those areas that will fulfill the most important unmet user needs.
    • What is this Product Health Synthesis report about?
        • Five key guiding principles for product development based on key insights from the Product Health components along with a visual model that maps these principles to the eBay site experience.
        • These insights also help us create concrete examples of what products might look like when we apply these guiding principles
    • What should all of this be used for?
        • Each individual research component should be used by GXT leaders and their teams to develop and prioritize their product roadmaps.
        • The guiding principles from the Product Health synthesis should be used by executives to provide focus and clarity to the holistic site experience design and development process
    Product Health drives global product strategy and resource allocation through insights from comprehensive, ongoing, methodologically robust user assessments of our site experience.
  • Product Health Communication Strategy Detailed Findings Detailed Findings Detailed Findings Detailed Findings Detailed Findings Detailed Findings Product Health Synthesis 5 guiding principles for a desirable site experience Product Tracker Key Flow Exit Surveys True Intent Research In-Page Diagnostics Open Web Research Technical Issues Core Product Health research components Distribute findings Distribute findings Executives Etc SYI & Seller Tools Conversion Shipping Finding E2E Desirable site experience GXT Teams Product Health work sessions with GXTs
    • Resource allocation
    • Overall product focus
    • Product strategy
    • Product roadmap
  • Product Health Strategy Overview Product Health drives global product strategy and resource allocation
    • Product Health Studies
    • Product Tracker
    • Tracks users’ attitudes and usage.
    • Key Flow Exit Surveys
    • Captures reasons why users exit eBay.
    • Qualitative Based Insights
    • Provides the “why” behind the quant data.
    • True Intent Research
    • Maps actual usage against intended usage.
    • Analytics
    • Provides key metrics for tracking eBay performance.
    • Technical Issues Research
    • Uncovers technical issues experienced by users.
    • Real-Time Online Qual
    • Captures in-the-moment feedback.
    • In-Page Diagnostics
    • Pin points problem areas on eBay.
    What users say What users do Targeted decisions Long term strategy What it’s best used for Type of data
    • Product Health Synthesis:
    • Sample Results
  • eBay Site Experience Model Search results View item Auction + Fixed Price: BUY/SELL PLATFORMS LIST & PROMOTE BUY Visitor, Buyer path Seller path Express Home Core site Register SYI Seller tools Check out Bid Buy it now Watch & track Watch & track Stores Community hub Help hub R&G The typical paths of Sellers and of Visitors & Buyers are shown below. Page sizes indicate relative volume of traffic. B S FIND My eBay V KEY: | Seller path | Visitor, Buyer path | Page size = traffic | Shipping issues appear
  • eBay Site Experience Model Search results View item Auction + Fixed Price: BUY/SELL PLATFORMS LIST & PROMOTE BUY Visitor, Buyer path Seller path Express Home Core site Register My eBay SYI Seller tools Check out Bid Buy it now Watch & track Watch & track Stores Help hub R&G My eBay is a major nexus that provides a personal space from which to interact with eBay’s marketplace. My eBay is often the starting point for experienced users. V B S FIND Community hub KEY: | My eBay connections | Seller path | Visitor, Buyer path | Page size = traffic | Shipping issues appear
  • eBay Site Experience Model Search results View item Auction + Fixed Price: BUY/SELL PLATFORMS LIST & PROMOTE BUY Visitor, Buyer path Seller path FIND Express Home Core site Register SYI Seller tools Check out Bid Buy it now Watch & track Watch & track Stores Help hub R&G The combined Buy/Sell Platforms make up another major nexus where users connect to each other, as well as eBay’s marketplace. B S My eBay Community hub V KEY: | Buy/Sell connections | My eBay connections | Seller path | Visitor, Buyer path | Page size = traffic | Shipping issues appear
  • eBay Site Experience Model Search results View item Auction + Fixed Price: BUY/SELL PLATFORMS LIST & PROMOTE BUY Visitor, Buyer path Seller path Express Home Core site Register SYI Seller tools Check out Bid Buy it now Watch & track Watch & track Stores Help hub R&G Other pages have the potential to play a more significant role in the relationships among Visitors, Buyers, Sellers and eBay. B S FIND My eBay Community hub V KEY: | Buy/Sell connections | My eBay connections | Seller path | Visitor, Buyer path | Page size = traffic | Shipping issues appear
  • eBay Site Experience Model Search results View item Auction + Fixed Price: BUY/SELL PLATFORMS LIST & PROMOTE BUY Visitor, Buyer path Seller path Express Home Core site Register SYI Seller tools Check out Bid Buy it now Watch & track Watch & track Stores Help hub R&G This model will be used throughout this report to illustrate insights. V B S FIND My eBay Community hub KEY: | Buy/Sell connections | My eBay connections | Seller path | Visitor, Buyer path | Page size = traffic | Shipping issues appear
  • Product Health Synthesis | 5 Guiding Principles for Product Development Guiding principles Guiding principles to provide focus and clarity to the site experience design and development process
    • Build Trust
    • Be responsive to customer needs for security and service.
    • Ensure the quality and accuracy of the information available on the site.
    • Build responsibility and accountability in the eBay community.
    • Simplify
    • Streamline and clarify processes, navigation, site performance issues and fees that make the customer’s experience unnecessarily complex and impact commerce.
    • Be Relevant
    • Design an experience around how people naturally explore, evaluate and purchase items.
    • Provide relevant, quality information that supports this experience.
    • Provide value
    • Align buyers and sellers with a common means of determining item value and shipping fees.
    • Treat sellers as “paying customers” who deserve value-added service for the fees they pay.
    • Connect people through commerce
    • Support sellers in using eBay to market their items more effectively to reach their prospective buyers.
    • Leverage My eBay and other areas on the site to connect people with common interests through commerce.
  • Product Health Synthesis | Executive Summary
      • Other sites
      • Search engines
    Build Trust Connect People Through Commerce
      • Be Relevant
      • Provide quality info on eBay to keep users from going to other sites to do research.
    • Simplify
    • Clarify which selling formats are appropriate for Sellers’ businesses.
    • Provide Value
    • Align Buyers and Sellers on the benefits and value of different selling formats.
    • Connect People Through Commerce
    • Help Sellers and Buyers connect to those with similar interests.
    • Be Relevant
    • Improve the relevancy of Search Results, and design an experience that maps to users’ natural ways of searching and browsing.
      • Simplify
      • Provide Value
    • Be relevant
    • Streamline the Home Page experience so Buyers and Visitors are not overwhelmed.
    • Build Trust
    • Provide Value
    • Provide proactive, responsive customer support, useful help content and better guidance through key flows.
      • Build Trust
      • Provide a clear, trustworthy registration process.
      • Simplify
      • Streamline the registration process.
    • Connect People Through Commerce
    • Leverage the popularity of My eBay to connect users to the larger eBay community.
    • Leverage the user community and partner assets (e.g., ePinions) to provide trustworthy, relevant, quality product information.
    • Leverage the user community to help regulate the site.
      • Provide simple, clear fee structures packaged with useful, easy-to-use selling tools; specific focus needed on shipping costs
    • Simplify
    • Show buyers the information they need to see to make the best buying decision; don’t overload the page
    • Beyond the slides
    • Driving product strategy
  • Beyond the slides – Driving Product Strategy
    • Each individual Product Health component is communicated extensively
          • Specific recommendations for product changes
          • Start with leaders of functional teams responsible for change
          • Communicate with each of their teams separately
    • Product Health Synthesis is communicated from the top down and teams are immersed in it
          • Provides guidelines for Product design
          • Start with SVP and above – owners of Product Strategy
          • Communicate with functional teams
          • Workshops and brainstorming sessions to develop product solutions based on product design guidelines
    • Principles for effective communication and change
          • Bring vendors into your circle – in-person work sessions are essential
          • Be partners with internal teams, not consultants coming in to “set them straight”
          • Tell stories, don’t give presentations
          • Get executive buy-in without alienating functional teams
    • For more information
    • Christian Rohrer: [email_address]
    • Rian Van Der Merwe: [email_address]
    • Vendor partnerships
    • Hall & Partners
    • Cheskin
    Avenue A | Razorfish iModerate Keynote SirValUse