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ProStores RedesignContent Strategy
Prepared by Ana Varela
eBay Inc. confidential2
Outline
A successful business delivers useful and compelling content in new and
surprising ways.
eBay Inc. confidential3
Outline
I. Content Strategy Overview
II. ProStores Background
III. ProStores Content Objectives
IV. Competitive Opportunity
V. Content Model
VI. Content Types & Sourcing
VII. Voice + Tone
eBay Inc. confidential4
Content Strategy Overview
eBay Inc. confidential5
Content Strategy Overview | What is Content?
Content comes in many forms: text, video, images, audio, links, and more.
eBay Inc. confidential6
Content Strategy Overview | Definition
Content Strategy is the process of analyzing the information needs of
the user and creating solutions through the language, sourcing,
presentation, and delivery of content.
eBay Inc. confidential7
Content | Conceive, Design, & Execute Phase
• Site Text– Instructional text
– Nomenclature
• Email– Email templates
• Help– Architecture
– Writing/editing
– Tools
– Process for managing help content
• Voice & Tone– Style Guide: Content section
eBay Inc. confidential8
ProStores Background
eBay Inc. confidential9
Business and UED Objectives
Objectives1. Redesign user experience from top to bottom to create a complete and
easy-to-use e-commerce solution that does the following:• Provides clear and consistent site navigation• Provides feedback and guidance using page-level messages and a global help system • Allows users to customize features• Surfaces relevant content as needed
2. Re-position ProStores brand to appeal to all user segments.
GoalImprove usability in the ProStores application to reduce churn and improve customer satisfaction for all user segments.
TeamBU has provided funds for a 100% dedicated UED team to perform a holistic redesign of ProStores starting in Q1 2006.
eBay Inc. confidential10
Revenue Objectives
• Deliver $4.6 MM in total revenue for 2006
• Secure 36K total subscribers
eBay Inc. confidential11
Process and Methodology
Propel Process:
Q1- Understand and Define phase
• Research
• Personas (draft)
• Information architecture and page frameworks
• Brand architecture (draft)
• Creative design exploration
eBay Inc. confidential12
Process and Methodology
Propel Process
Q2 - Conceive and Design phase
• Personas (final)
• Brand architecture (final)
• Redesign Design Studio module (wireframes, usability testing, revisions, PRD)
• Content and Help strategy
• Style guide framework
• Mood boards and creative design templates
eBay Inc. confidential13
Target Segment Goals and Prioritization
Target segments in order of priority:
1. Small eBay seller2. Large eBay seller3. Offline retailer4. Online retailer
eBay Inc. confidential14
Target Segment Personas
• eBay Sellers– “Small eBay Sellers”
• Annual sales approx 20K
• Use eBay to supplement income, but are now ready to run a full-time business
• Sell mainly new collectible items, but occasionally used items
• Desire to sell through a sales channel that is less expensive than eBay
• Are typically a sole proprietorship but may have 1 to 3 helpers
– “Large eBay Sellers”
• Annual sales approx 200K
• Seek a lower cost channel than eBay
• Sells items that are in the same or related categories (eg. digital cameras and accessories)
• Can be a sole proprietorship, C, LLC, or S and employ 1-3 part-time people
• Non-eBay Sellers (DRAFTS: IN PROGRESS)– “Offline Non-eBay Sellers”
• Monthly sales $500-2500
• Least tech savvy of all the segments
• Sell items that are in the same or related categories; not much diversity in product catalog
– “Online Non-eBay Sellers”
• Monthly sales $500-2500
• Most tech savvy of all the segments
• Sells items that are in the same or related categories (e.g. digital cameras, camera accessories, and parts)
eBay Inc. confidential15
ProStores Content Objectives
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Content Objectives
Goal
Merchants will view ProStores as a partner that enables them to design, manage, and drive traffic to their own unique ProStores Web store.
Objectives• Give sellers the tools and information to start and/or grow a successful business.
(“stickiness” factor)
• Provide succinct product and help content that drives action.• Provide content that speaks in one voice which is accessible and avoids
technical jargon.• Minimize page exits and calls to customer support by providing one global help
system that includes contextual help, which enables users to successfully complete store-related tasks.
• Retain and grow eBay seller base while meeting the needs of offline and online non-eBay sellers.
eBay Inc. confidential17
Competitive Opportunity
eBay Inc. confidential18
Competitive Opportunity | Content
To set ourselves apart from the competition, ProStores needs to be a complete e-commerce solution that is easy to use.
eBay Inc. confidential19
Competitive Opportunity | Differentiation
• Give users the opportunity to customize information on hub, list, and form pages by controlling how much information surfaces, as well as how and where it appears.
• Provide users with “hub” pages that serve as a control panel for each module. Each includes specific resources and tools related the module.
• Avoid overwhelming users with too much information.
• Use of “capture technology” to show users how to perform complex tasks (TBD).
• Create and maintain a consistent voice/tone that support the brand promise.
eBay Inc. confidential20
Content Types & Sourcing
eBay Inc. confidential21
High-Level Information Architecture
eBay Inc. confidential22
Content Types & Sourcing | Sources
Content Type Source
Product and Help ProStores-Generated
Marketing and Educational Content ProStores-Generated and third party
Discussion Board Community-Generated
Small Business RSS Feed Third Party
(entrepreneur.com)
eBay Inc. confidential23
Voice and Tone
eBay Inc. confidential24
Voice | What is it?
Voice is …
• …the written representation of the brand.
• …the how you say it rather than the what you say.
• …the attitude of the site.
eBay Inc. confidential25
Voice | Relationship to Brand
Brand is an experience built upon the consistent and complimentary development of the creative design, interaction model, and voice.
Voice
CreativeDesign
Interaction Model
eBay Inc. confidential26
Voice | Examples
Compare descriptions of the same product….
eBay Inc. confidential27
Voice | Examples
From Apple
Apple conveys
the coolness of the product through the tone of the product description. It’s entertaining, fun, and useful. It clearly conveys the voice of the Apple brand.
eBay Inc. confidential28
From Circuit City
Voice | Examples
Circuit City describes the product features and specs, but fails to convey the essence of the product itself. The tone is flat – it’s not entertaining or fun to read.
eBay Inc. confidential29
Voice | Examples
Even with few words, language conveys the brand essence of luxury and quality.
eBay Inc. confidential30
Voice | The ProStores Voice
The voice of ProStores will be developed upon its brand attributes.
eBay Inc. confidential31
Voice/Tone | ProStores Attributes
• Engaging– Personal
• Credible– Honest
– Reliable
– Dependable
• Partner– Helpful
– Accessible
– Coach
• Professional– Experienced
– Knowledgeable
– Focused
eBay Inc. confidential32
Voice/Tone | ProStores Voice Description
The ProStores voice is engaging, accessible, and helpful. It communicates
that ProStores is a partner who can empower users to create, manage, and
market their own online Web store.
*As we plan for global expansion, our voice conveys our global outlook by
being easily translatable.
eBay Inc. confidential33
Voice/Tone | Voice Scale
Far Left Sweet Spot Far Right
Boring Engaging Overbearing
Formal Personal “Chummy”
Censored Credible Unbelievable
Indirect Honest Naïve
Controlling Reliable/Dependable Blameworthy/Flakey
Exclusive Partner Subordinate
Curt Helpful Patronizing
Too technical Accessible Simplistic
Dictatorial Coach Passive
Impersonal Professional “Kooky”
Intimidating Experienced Novice
Posturing Knowledgeable Obsessive
Irrelevant Focused Overloaded
ProStores Attributes
eBay Inc. confidential34
Voice/Tone | Style Guide
• Content Direction : High Level
– ProStores voice & personality
• ProStores Style Guide (Content Section): Detailed
– ProStores voice statement
– Tone variations by touch point (product, help, marketing)
– Usage standards for official names, terminology, and commonly used words
– Examples to help writers apply standards and guidelines consistently