Turning goals into objectives
Turning goals into objectives
These translate the overarching product vision into clear, measurable objectives. They define precisely what your product aims to achieve, the timeframe for achieving it, and how you’ll measure success.
To turn these goals into meaningful objectives, start by understanding your users deeply. For eBay Ads this meant a meticulous parsing of relevant seller insights and grouping them into patterns. While foundational research informs general direction, a continuous discovery and validation of solutions calibrate the precision of the initial hypotheses.
Objective
1
Sellers want useful and usable advertising tools to accelerate their business on eBay.
1
To deliver a centralized, designated advertising hub that would contain key features for successful campaign creation and management.
2
Sellers want effective tools for promoting their inventory and increasing buyer reach.
2
To deliver clear and efficient means for creating ads campaigns across all current and upcoming programs.
3
Sellers want to clearly understand the available advertising products and be able to tailor ads strategy to their specific objectives.
3
To deliver a “Strategy” hub that would serve as a node for all current and upcoming ads products in a clear and understandable way.
4
Sellers want advertising to be a part of overall everyday seller journeys, not an isolated and obscure feature set.
4
To dive deep into the Seller toolset IA and ensure the visibility and contextuality of the new Advertising experience.
5
Sellers want transparent and quality performance data to be able to take profitable actions.
5
Provide sellers with detailed and accurate advertising performance data, both at-a-glance as well as granular listing level metrics.
Customer problem
1
Sellers want useful and usable advertising tools to accelerate their business on eBay.
2
Sellers want effective tools for promoting their inventory and increasing buyer reach.
3
Sellers want to clearly understand the available advertising products and be able to tailor ads strategy to their specific objectives.
4
Sellers want advertising to be a part of overall everyday seller journeys, not an isolated and obscure feature set.
5
Sellers want transparent and quality performance data to be able to take profitable actions.
Objective
1
To deliver a centralized, designated advertising hub that would contain key features for successful campaign creation and management.
2
To deliver clear and efficient means for creating ads campaigns across all current and upcoming programs.
3
To deliver a “Strategy” hub that would serve as a node for all current and upcoming ads products in a clear and understandable way.
4
To dive deep into the Seller toolset IA and ensure the visibility and contextuality of the new Advertising experience.
5
Provide sellers with detailed and accurate advertising performance data, both at-a-glance as well as granular listing level metrics.
Objectives-defined IA
These L1 objectives would eventually inform the IA blueprint of the current advertising experience at eBay. They would inform deep pockets of task-specific experiences that, in whole, would set in motion the ecosystem of creation and management of Ads for eBay.
