prostores redesign content strategy prepared by ana varela

ProStores RedesignContent Strategy

Prepared by Ana Varela

eBay Inc. confidential2

Outline

A successful business delivers useful and compelling content in new and

surprising ways.


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


Content Strategy Overview


Content Strategy Overview | What is Content?

Content comes in many forms: text, video, images, audio, links, and more.


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.


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


ProStores Background


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.


Revenue Objectives

• Deliver $4.6 MM in total revenue for 2006

• Secure 36K total subscribers


Process and Methodology

Propel Process:

Q1- Understand and Define phase

• Research

• Personas (draft)

• Information architecture and page frameworks

• Brand architecture (draft)

• Creative design exploration


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


Target Segment Goals and Prioritization

Target segments in order of priority:

1. Small eBay seller2. Large eBay seller3. Offline retailer4. Online retailer


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)


ProStores Content Objectives


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.


Competitive Opportunity


Competitive Opportunity | Content

To set ourselves apart from the competition, ProStores needs to be a complete e-commerce solution that is easy to use.


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.


Content Types & Sourcing


High-Level Information Architecture


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)


Voice and Tone


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.


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


Voice | Examples

Compare descriptions of the same product….


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.


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.


Voice | Examples

Even with few words, language conveys the brand essence of luxury and quality.


Voice | The ProStores Voice

The voice of ProStores will be developed upon its brand attributes.


Voice/Tone | ProStores Attributes

• Engaging– Personal

• Credible– Honest

– Reliable

– Dependable

• Partner– Helpful

– Accessible

– Coach

• Professional– Experienced

– Knowledgeable

– Focused


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.


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


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

prostores redesign content strategy prepared by ana varela

Documents

kuse ebay

compelling content

content sectionebay

delivery of content

content strategy overviewebay

total subscribers ebay

user segments

sales channel