Etsy Customised: Project 3 Case Study

Project 3 for General Assembly UX Design Immersive.

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
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.
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