The document discusses an approach to innovation that integrates three disciplines: design methods, business analytics, and customer insights. It describes how Cheskin Added Value and eBay Product Health work together to synthesize customer research findings. Their approach identifies five guiding principles for eBay's product development: build trust, simplify, be relevant, provide value, and connect people through commerce. The principles are then applied to develop recommendations for simplifying eBay's selling formats, registration process, and homepage experience to improve users' engagement with the site.

1. Prepared for: IIR The Market Research EVENT Lee Shupp Kathleen Chattin Rian Van Der Merwe Date: October 2008 Cheskin Added Value & eBay Driving Change and Innovation

6. New Synergies at the Convergence of Each Discipline Translating insights into product/service/ brand concepts The integrated approach to innovation leverages the synergies at the intersection of these disciplines Decision tools Reconciling customer insights with industry trends and corporate strategies Design methods Business analytics Customer insights

11. Approach Synthesized Product Health research reports Identified guiding principles to address customer pain points Developed site model to identify site experiences Applied guiding principles to improve site experience 1 2 3 4

13. 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

14. 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: | Buy/Sell connections | My eBay connections | Seller path | Visitor, Buyer path | Page size = traffic | Shipping issues appear

15. 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

16. 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

17. 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 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