how ebay makes product content work globally
TRANSCRIPT
DeAnn Wright and Catharina Pawella, eBay
How eBay makes
product content
work globally
Our business
3
Selection
Transact
Browse
ListMoney Back
Guarantee
Receive or
Pick-Up
Feedback
Marketplace
Shipping
Connect
Give Back
Our strategy
4
C2C: an easy way to
sell and make moneyGreatest selection
Easily find, compare and
purchase
Most powerful selling platform
Best choice
Most relevance
New, rare and unique
items
Incredible deals
Personalized shopping
Simple and trustworthy
B2C: reach a
global audience
Partnership, not
competition
1.1BListings
167MBuyers
$21.1BGMV
eBay Marketplace at a glance
5
81%New items
67%Free shipping
(US, UK, DE)
Data as of Q4 2016
True global commerce
6
countries have our eBay App190
of commercial sellers engage in
exporting**95%
*Across eBay Inc., Data as of Q4 2016**Commercial sellers sell $10,000 or more/year
of eBay’s business is outside of the US*57%
localized eBay websites across the globe25
What we’ll discussHow eBay
makes
product
content work
globallySome product content essentials1
How we create product content
that works globally
2
How we measure success3
Key takeways4
8
UI
Content
Visual design
Product Content is a core element of the
user interface
Interaction
design
9
User Interface
Intuitive On brand Global
Product Content
1 2 3
Clear & Consistent Brand Voice & Tone Locally Adapted
1 2 3
Product Content needs to be well designed
to meet the needs of a global user interface
STATIC
A B C AB1
B2
B3C
DYNAMIC
OR
Product Content is multifaceted and complex
10
Menus & NavPage &
section titles
Information
architectureMessaging
Filed labelsStatus & error
messagesCall to actions
Field
descriptions
Alt-
Information
Help
bubblesEmail &
mobile notifications
Product Content terms to know
11
Translation Translation from the source language – in our
case US-English – to a local language
Factualization (F12n) Adaption of facts for a local market
Transcreation Adaption of voice and tone and messaging to
work in local markets and cultures
Localization (L10n) Process of extracting US-English content from
code, translating it and implementing back
into the code.
Internationalization (I18n) Standards and checks to enable a smooth
localization
How we make product content workglobally
12
Plan & Research
Design Develop Test Launch
LocalAssessment
LocalizeMocks
User Test
UX Design
Content Strategy
Product Mmgt.
Business Owner
Legal
Product
Development
UX Design
Content Strategy UX Design
Content Strategy
User Research
Product Mmgt.
Business Owner
Business Owner
Legal
Content Strategy
User Research
Content Strategy
L10n
Content Strategy
User Research
Product Mmgt.
UX Design
L10n
Business Owner
L10n
Content Strategy
L10n
Language QA
Content Strategy
L10n
Design Review Adapt User Test
13
Create content strategy
Review mocks and edit the content(optimal for the US market & inline with i18n standards)
Iterate based on user test findings and
requirement updates
Key Activities
when creating product content
1
2
3
Design Review Adapt User Test
14
Amount of
product content
Conflicting
requirements
Internal and external
consistency
Prioritization
P1: in depth support
Other: office hours
Empowerment
Governance
Make allies
Style guide, feature glossaries,
content pattern library
Domain expertise, know your users,
competitor analysis
Challenges & Solutions
when creating product content
Design Review Adapt User Test
15
Assess the product and the content strategy
Adapt strategy and product content where needed(internationalize US-source OR transcreate and implement additional local source)
Support L10n and liaise with Product Development to
ensure local content is correct
Key Activities
when ensuring that product content
works globally
1
2
3
Local Assessment
Localize Mocks
User Test
L10nLanguage
QA
Complexity of local
source implementation
16
Raise awareness
& evangelize i10n standards
Kanban way-of-working
Challenges & Solutions
when ensuring that product content
works globally
Content & language
know-how gapEnsure local user testing
in local language
Push for source
optimization rather than
transcreation
Governance
Work closely with
User Research and
UX Design
LocalAssessment
LocalizeMocks
User Test
L10nLanguage
QA
How we measure thesuccess of product content
17
Performance
Measurement
Iterative
User Testing
POST-LAUNCHPRE-LAUNCH
User test
findings
Product health
metrics
QUANTITATIVELYQUALITATIVELY
Measure the
performance of the
user interface
Test multiple
content options in
the same design
Example: User testbasedcontentoptimization
18
Example: Producthealthmetricsbasedcontentoptimization
19
Key takeaways
21
To create content that works globally
you need special people
Passion StaminaFlexibilityAttention
to detail
Contact
22
DeAnn Wright
Global Content, eBay
Catharina Pawella
Global Content, eBay
Thank you