Rapid User Mental Modeling (RUMM) at eBay.com: A Case Study

說eBay是歷史的創造者，沒有人會質疑。不過當我在這場演講中聽到eBay在執行這項計畫之前，從未大規模地檢視他們使用者的心智模型，來據以決定其資訊架構時，我還是相當驚訝。當然要設計出一套資訊架構符合全體使用者的心智模型絕對不是件容易的事，尤其是對全球有3,400萬名經常性使用者的eBay來說，而且其中有買方有賣方、有新手有老手、有玩票有全職、有個人有團體，更不要說全球性會有的地域文化差異。

以Larry Cornett與Ido Dan為首的eBay網站設計團隊，希望能設計出一套新的資訊架構達到以下幾個目的：
1. 支持網站全球經濟民主化的視野
2. 符合廣大多樣使用人口的目標與心智模型
3. 具備未來性，能有計畫改變與成長的彈性
4. 採演化而非革命方式進行，必須照顧到目前對現有網站非常熟悉的人

除此之外，他們面對的另一個大挑戰是為了說服高層網站架構有大改的必要，他們必須先提出強有力的證明（想想那在一家已經這麼成功的公司會有多難！）。而他們可用來作背景研究以尋找證據的時間只有六個禮拜。

雖然只有短短的六週，但專案團隊還是劃分了探索、瞭解與驗證／微調三個階段。在探索階段中，他們訪問了使用者、管理階層以及設計團隊，最後得出大約三百件的工作，再經過分類整理與篩選後剩下一百件。然後在第二階段中，他們邀請了28名參與者，以Open card sorting的方式，用這eBay上一百件常見的工作來建立心智模型，得出有五個最上層類別的初步資訊架構。在第三個驗證與微調階段，他們更找了1000名的使用者，以Online closed card sorting的方式，將一百件工作分別擺進五個最上層類別中。

由於Open與Closed card sorting所產生的心智模型有些差別，因此他們也知道得到的資訊架構並不是一個萬靈丹，而是各種不同的可能做法。進一步的調整則得依靠設計，或檢視品牌與商業目標來完成。不過不管如何，這項計畫已經成功說服高階經營者網站架構有大改的必要，同時也提供了一整套網站模型來進行長期的更新與短期調整計畫。講義在此

Comments

[阿妮奇]

在那個時候的網站成立時，可能都很難想到資訊架構等問題，等網站成功了，有一定規模時，要更改就不易了。很多公司都會遇到這個問題，不過看完你的文章，很佩服ebay願意這樣去做，而且看來是有採用研究方法進行。因為研究方法與技術是很容易解決的，倒是公司文化與偏見，常常阻礙了許多創新。

p.s. 知世網絡，好像之前有認識兩位優秀的網路人也在那而工作過呢。

[alexchiu]

阿妮奇說得對！很多人對自己沒有聽過、看過或讀過的做法常會抱持懷疑的態度，不知道自己所面對問題的最佳解決方式，其實不是靠自己過去已有的經驗或習慣做法的。

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