Combining user insights, analytics and design to drive change and product innovation

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

Introductions ,[object Object],[object Object],[object Object],[object Object]

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Approach to Innovation ,[object Object],[object Object],[object Object],[object Object],[object Object],Design Methods Business Analytics Customer Insights Innovation consulting

3 Perspectives on the Problem Space ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Design methods Business analytics Customer insights

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

Scope of Product Health Studies at eBay ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What users say What users do Targeted decisions Long term strategy What it’s best used for Type of data

Product Health Communication Strategy Product Health Synthesis 5 guiding principles for a desirable site experience Distribute findings Executives Desirable site experience ,[object Object],[object Object],Detailed Findings Detailed Findings Detailed Findings Detailed Findings Detailed Findings Detailed Findings Product Tracker Key Flow Exit Surveys True Intent Research In-Page Diagnostics Open Web Research Technical Issues Core Product Health research components Distribute findings Etc SYI & Seller Tools Conversion Shipping Finding E2E GXT Teams Product Health work sessions with GXTs ,[object Object],[object Object]

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

5 Guiding Principles for Product Development Guiding principles Guiding principles to provide focus and clarity to the site experience design and development process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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: | 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 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 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 | Executive Summary ,[object Object],[object Object],Build Trust Connect People Through Commerce ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Simplify | Insights ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],eBay is unnecessarily complex. “ I am very frustrated with Turbo Lister 2 software. [it] constantly freezes when I try to update or change descriptions. Happens all the time - even though I keep the software updated.” Video testimonials Insert “Simplify” video clip here and resize to fit over this box.

Simplify | Illustration ,[object Object],[object Object],[object Object],[object Object],S S S ,[object Object],[object Object],B V ,[object Object],[object Object],S ,[object Object],[object Object],V B S

Simplify | Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Driving Product Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],24 Additional information and several relevant case studies can be found at www.cheskin.com .

Combining user insights, analytics and design to drive change and product innovation

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Combining user insights, analytics and design to drive change and product innovation