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Georgia Tech CoC Brown Bag Kelly Braun October 2005

TM. Georgia Tech CoC Brown Bag Kelly Braun October 2005. eBay Inc. - Proprietary & Confidential. Kelly Braun. Georgia Tech grad ICS ’84 Bell-Northern Research Software Engineer, developer tools. Duke PhD Cognitive Psychology Nortel Human Factors Engineer Physical Design

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Georgia Tech CoC Brown Bag Kelly Braun October 2005

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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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