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.

1. 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.

3. 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.

7. Org Changes: Customer Intelligence - Product Customer Intelligence Market Research Analytics

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: | 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 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