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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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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: 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: 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.