Etsy Customised: Project 3 Case Study

Transcript

1. UXDi PROJECT 3 SEB + CHESCA + KATIE + PAMELA

   Customised

2. WHO IS ETSY? AGENDA • Who is Etsy? • Business

   and competitive analysis • User research • Prototype • Design iterations • The future

3. WHO IS ETSY? WHO IS ETSY? A marketplace where people

   connect to make, buy and sell unique goods. More than 30 million listings at this very moment.

4. WHO IS ETSY? WHO IS ETSY? David has turned into

   Goliath….

5. WHO IS ETSY? “I want to know there’s a woman

   in Kent or somewhere, not a factory, making my product.” Penny, Etsy buyer

6. BUSINESS ANALYSIS “We’ve heard from buyers that Etsy can feel

   overwhelming.” “Sellers [ … ] spend hours working on their listings in an attempt to get found on the massive site.” Jaime DeLanghe, senior product manager for search at Etsy. Carolyn Edlund, Artsy Shark

7. COMPETITIVE ANALYSIS Direct Competition Indirect Competition

8. COMPETITIVE ANALYSIS Well organised No custom-made section Good contact process

   Well organised No clear ratings Helpful search filters Easy to find products Unclear search filters Clear custom made section Good bidding system Uninspiring visuals Well thought-out process Very visual Disorganised linking system Easy to organise your content No clear shipping Unclear ratings True to handmade roots

9. KEY TAKEAWAYS Facilitate buyer-seller communication Filter input and optimise bidding

   system Only allow sellers with high ratings

10. THE BRIEF Create a feature that allows customers to post

    a product request and receive quotes from sellers.

11. COMPETITIVE ANALYSIS USER RESEARCH How often do you buy on

    Etsy? Weekly Monthly Every few months Twice a year Less often How often do you sell on Etsy? Weekly Monthly Every few months Twice a year Less often

12. WHO ARE OUR USERS? Mostly accessing Etsy at home Looking

    for custom-made items and/ or gifts Primarily female, median age is 39

13. COMPETITIVE ANALYSIS WHO ARE OUR USERS? 73.7% 78.9% Of sellers

    would like to quote on requests Visit Etsy if they want a custom- made product Of buyers want to request custom- made items 91.7%

14. Jay, 46, London “I get a kick out of creating

    something unique that the client will love.” • Ambitious plans for my business • Like being my own boss • Hate following the crowd • Trying to stand out • Unclear brief from clients • Time-consuming listing process HOW I LIVE FRUSTRATIONS BRANDS I LIKE COMPETITIVE ANALYSIS THE FULL-TIME SELLER

15. Jess, 35, Manchester “When I buy something custom-made it is

    unique and therefore priceless.” • Buy unique products • Support independent businesses • Etsy early-adopter • Difficult to find what I want • Lack of quality photos • Overwhelmed by choice HOW I LIVE FRUSTRATIONS BRANDS I LIKE COMPETITIVE ANALYSIS THE ‘ONE-OF-A-KIND’ SHOPPER

16. COMPETITIVE ANALYSIS JESS’S PROBLEM Needs gift for sister. Same old,

    same old… Etsy is the solution! But… so much stuff!

17. COMPETITIVE ANALYSIS DEVELOPING THE USER FLOWS TASK ANALYSIS & USER

    JOURNEY

18. COMPETITIVE ANALYSIS DEVELOPING THE USER FLOWS

19. COMPETITIVE ANALYSIS DEVELOPING THE USER FLOWS

20. None

21. WHO IS ETSY? THE PROPOSAL We believe that Etsy Customised

    will connect buyers looking for that ‘one-of-a-kind’ item directly with talented makers who can create it for them. … a return to Etsy's handmade, unique, community roots.

22. COMPETITIVE ANALYSIS PROTOTYPE https://marvelapp.com/3911c9g

23. COMPETITIVE ANALYSIS DESIGN STUDIO

24. COMPETITIVE ANALYSIS PAPER PROTOTYPE TESTING

25. COMPETITIVE ANALYSIS LANDING PAGE ITERATIONS

26. COMPETITIVE ANALYSIS BUYER REQUEST FORM ITERATIONS

27. COMPETITIVE ANALYSIS THE FUTURE • Introduce a Quick Bid form

    for sellers. • Champion video testimonials. • Develop chat feature between maker and buyer. • Integrate Pinterest instead of Etsy Treasury Boards.
28. None

29. COMPETITIVE ANALYSIS THANK YOU! Katie Valentine // katievalentineux.tumblr.com Sebastian Swainsbury

    // arankinux.tumblr.com Chesca Mutuc // fm-ga.tumblr.com Pamela Wang // theuxworld.tumblr.com