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Enhancing User Experience: Insights from eBay User Research

Discover the user experience research insights from eBay, including revenue optimization through usability improvements and ROI calculations. Learn about skills, data analysis, and case studies shaping eBay's design strategies.

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Enhancing User Experience: Insights from eBay User Research

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  1. TM Georgia Tech CoC Brown BagKelly BraunOctober 2005 eBay Inc. - Proprietary & Confidential

  2. Kelly Braun • Georgia Tech grad ICS ’84 • Bell-Northern Research Software Engineer, developer tools. • Duke PhD Cognitive Psychology • Nortel Human Factors Engineer Physical Design • Oracle Usability Engineer, Database Administration tools. • eBay Usability Engineering/User Experience Research. • PayPal User Research.

  3. UED | Overview eBay User Experience & Design (UED): • Content Management • Creative Design • Prototyping • User Experience Research • User Interface Design Current eBay Marketplace organization is 100+ people

  4. Q3 2005 statistics • 10.8 billion GMV (Gross Merchandise Volume) • 6.7 billion TPV (Total Payment Volume) • 458.6 million listings (32% YoY growth) • 2005 ACNeilsen: • 724,000 use eBay as their primary or secondary source of income. • 1.5 million say they supplement their income

  5. Computing 2005 • 121 primary databases • View Item pages: 346 million page views / day • 2.267 billion queries managed across 40 different databases. • One day in August 2004: 5.31 billion queries; • Same day in 2005: 14.82 billion queries • 2 petabytes of data (2,251,000,000,000,000) • Search • 70 million listed items • 3800 queries / sec • 500 changes / sec

  6. Skills beyond computing • Working well with others • Conflict resolution, negotiation, prioritization, reliability • Verbal and Written communication skills • Written skills are vital: email. • Basic understanding of business • Learn to express the value of your work to the business • Return on Investment (ROI)

  7. Calculating ROI • Demonstrating value requires planning • What is important - Savings? Revenue? Both? • Need to gather baseline data • Need business data (usually company confidential)

  8. Data needed • ROI calculations • Cost of missed revenue opportunities • Cost of answering users’ question • Design insight • Page statistics to find where users get diverted • Success metrics: Post-design • page statistics • increased revenue

  9. Sell Your Item (SYI) form • Look at page statistics and see where people leave process • Estimate usability impact • Use data to gain insight for re-design • We assumed the complexity of the page was contributing to the drop out rate. • How much revenue could be generated if we reduced the drop off rate by 1%?

  10. 2002 SYI Revenue increase calculations • Reduce drop out by 1%  Increase # of listings by 1% • 1.1 million listings per day  11,000 more listings per day. • Minimum listing fee = $0.30; 11,000 listings x $0.30 = $3,300 per day • $1,204,500 in listing fees per year • Final Value Fees (FVF) • All items that sell on eBay pay a final value fee (FVF) • 11,000 more listings x item sold rate x average FVF • Low estimate = $1,063,975. • Savings in Customer Support costs

  11. Research • eBay “Lite” • International

  12. eBay “Lite” • As eBay becomes more complex for new users, do we need to create a separate site for them? • CEO, COO, Sr. VP engineering • Research request: $300K, 6 months, 2 researchers • Got $150K, 3 months and 1 researcher • Question to answer: Why do people leave the site without buying an item? • Pop-up on exit surveys from 20 different pages in 4 countries. • Brought down survey vendor site.

  13. International • China • Korea • Europe

  14. TM eBay Inc. - Proprietary & Confidential

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