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Confidential © 2005 eBay Inc. All rights reserved. eBay and the eBay logo are registered trademarks of eBay Inc. Faceted Metadata for Information Architecture and Search CHI 2006 - April 24, 2006 Marti Hearst, UC Berkeley School of Information Preston Smalley & Corey Chandler, eBay User Experience & Design

Confidential © 2005 eBay Inc. All rights reserved. eBay and the eBay logo are registered trademarks of eBay Inc. Faceted Metadata for Information Architecture

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Confidential © 2005 eBay Inc. All rights reserved. eBay and the eBay logo are registered trademarks of eBay Inc.

Faceted Metadata for Information Architecture and Search

CHI 2006 - April 24, 2006

Marti Hearst, UC Berkeley School of Information

Preston Smalley & Corey Chandler, eBay User Experience & Design

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Session II: Agenda

• Highlights from Session 1 (5 min)

• Interactive exercise (20 min)

• Evolution of IA at eBay (10 min)

• Demo of latest eBay design (5 min)

• Lessons learned at eBay (35 min)

• Discussion and Q&A (15 min)

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Highlights from Session I

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Interactive Exercise

• 20 minute interactive exercise

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Evolution of IA at eBay

Flat Hierarchy(2000 and earlier)

Clothing, Shoes & Accessories

•ShoesWomen’s Shoes

- Boots - Pumps - Sandals

SCREENSHOT

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Evolution of IA at eBay

Issues with approach: Here

Flat Hierarchy(2000 and earlier)

Clothing, Shoes & Accessories

•ShoesWomen’s Shoes

- Boots - Pumps - Sandals

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+ Product Facets(2001 – 2004)

Clothing, Shoes & Accessories

•Shoes– Women’s Shoes

- Style (Boots, Pumps, Sandals…) - Size (6, 6.5, 7, 7.5…) - Color (Black, Red, Tan…) - Condition (New, Used…)

Evolution of IA at eBay

Added Facets (flat)

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Evolution of IA at eBay

Issues with approach: Here

+ Product Facets(2001 – 2004)

Clothing, Shoes & Accessories

•Shoes– Women’s Shoes

- Style (Boots, Pumps, Sandals…) - Size (6, 6.5, 7, 7.5…) - Color (Black, Red, Tan…) - Condition (New, Used…)

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Evolution of IA at eBay

Faceted Metadata

(2005 and beyond)

Clothing, Shoes & Accessories

•Shoes– Women’s Shoes

- Style (Boots, Pumps, Sandals…) - Size (6, 6.5, 7, 7.5…) - Color (Black, Red, Tan…)

- Condition (New, Used…) - Brand (Nine West, Coach…)

•Brands– Nine West– Coach

•Materials– Cotton– Leather

Added Hierarchical Facets

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Methodology

Qualitative:

• RITE Method (2 days testing, 1 day to iterate design)

• n = 48 users (over 9 months)

• 10 versions of the design

• 3 domains: Shoes, TVs, and Collective Glass

Quantitative:

• A/B Test on the live site for 3 weeks[n = 73k searches in test environment compared to current site]

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Lessons Learned at eBay

• Data Design– Facets– Dependencies– Flexibility of Facets vs. Hierarchy

• Presentation– Integrating “browse” and “search”– Control Placement– Facet Presentation– Breadcrumbs

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Facets

Lesson: Users desire facets above the domain

SCREENSHOT(force domain selection vs.

allow facets)

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Dependencies

Lesson: Users understand result of removing a parent facet (dependant facets also removed)

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Flexibility of Facets vs. Hierarchy

Lesson: Users expect multiple entry points into a domain (tickets under sports)

Tickets?

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Lessons Learned at eBay

• Data DesignFacetsDependenciesFlexibility of Facets vs. Hierarchy

• Presentation– Integrating “browse” and “search” – Control Placement– Facet Presentation– Breadcrumbs

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Integrating “browse” and “search”

Lesson: “Parsing” the query is a natural phenomenon (and the text in the search box is not sacred)

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Integrating “browse” and “search”

Lesson: People use facets less when they are not familiar with the domain

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Control Placement

Lesson: Controls placed along the top of the page are used more than when on the left side.

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Facet Presentation

Lesson: Users stop using refinements whena) not useful, and b) item count low enough

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Facet Presentation

Lesson: Prominently showing 4 facets is enough to cover most cases (but prioritization is important)

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Facet Presentation

Lesson: Shifting columns doesn’t disturb people

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Facet Presentation

Lesson: Truncated list of values per facet is okay(users know how to access the rest)

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Facet Presentation

Lesson: Showing sample values help users understand facets and can expose breadth

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Facet Presentation

Lesson: Users often want to select multiple facet values and are pleased when they can

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Breadcrumbs

Lesson: Traditional breadcrumbs don’t work here    

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Breadcrumbs

Lesson: Users understand the idea of applying and removing facets without instruction

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Lessons Learned at eBay

• Data DesignFacetsDependenciesFlexibility of Facets vs. Hierarchy

• PresentationIntegrating “browse” and “search”Control PlacementFacet PresentationBreadcrumbs

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Discussion and Q&A

• Your chance to make a comment on the subject or ask a question of the presenters.

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Acknowledgments

• eBay Product Team: Michael Morgan, Michelle Millis, Seema Shah, Kenny Pate, Sam Devins, Elaine Fung, Corey Chandler, Preston Smalley