... so then no more
mobile web work
happened for a year.
Slide 15
Slide 15 text
It was a large
technical hurdle
Slide 16
Slide 16 text
Device sizes and
operating systems
grew more fragmented
Slide 17
Slide 17 text
mobile web
caring
shipping
teaching
}
Slide 18
Slide 18 text
Options
Slide 19
Slide 19 text
1. Give up
Slide 20
Slide 20 text
Source: StatCounter Global Stats, 6/14
% of Internet Traffic
Slide 21
Slide 21 text
1. Give up
2. Appoint mobile web cops/janitors
Slide 22
Slide 22 text
In 2013,
we appointed a new
Mobile Web Team...
Slide 23
Slide 23 text
... but feature teams know
how their feature
should work on mobile.
Slide 24
Slide 24 text
1. Give up
2. Appoint mobile web cops/janitors
3. Implement technical solutions
Slide 25
Slide 25 text
We built tools
to make it easy
to mobilize
features...
Slide 26
Slide 26 text
... but feature teams
still weren’t
mobilizing anything.
Slide 27
Slide 27 text
1. Give up
2. Appoint mobile web cops/janitors
3. Implement technical solutions
4. Enact culture change
Slide 28
Slide 28 text
We were trying to
solve a cultural problem
with just technology.
Slide 29
Slide 29 text
• Infrastructure Teams
• Performance
• Data engineering
• Autobots (testing)
• Mobile Web
• Feature Teams
• Listing page
• Seller tools
• Checkout
Slide 30
Slide 30 text
• Infrastructure Teams
• Data engineering
• Autobots (testing)
• Mobile Web
got
Slide 31
Slide 31 text
Mobile Web’s
parallel universe:
Performance at Etsy
Slide 32
Slide 32 text
Educated coworkers
Slide 33
Slide 33 text
No content
Slide 34
Slide 34 text
clear
Slide 35
Slide 35 text
No content
Slide 36
Slide 36 text
+160kb
Slide 37
Slide 37 text
Incentivized coworkers
Slide 38
Slide 38 text
No content
Slide 39
Slide 39 text
whoa!
Slide 40
Slide 40 text
Developers fixed it
Slide 41
Slide 41 text
whoa,
Slide 42
Slide 42 text
Performance hero
Slide 43
Slide 43 text
Performance hero
Slide 44
Slide 44 text
Empowered coworkers
Slide 45
Slide 45 text
People began
to do performance
caring
shipping
teaching
}
Slide 46
Slide 46 text
stan: hey bucky perf just jumped with
this deploy
bucky: looking now stan
stan: dashboards.etsycorp.com/
deploy.php#pageperf...
Slide 47
Slide 47 text
Yash: great catch stan, thanks for
vigilance
ross: thanks for seeing something &
saying something
bucky: stan
Slide 48
Slide 48 text
None of these people are
on the performance team.
Slide 49
Slide 49 text
Solving mobile web’s
culture problem
Slide 50
Slide 50 text
Educating coworkers
Slide 51
Slide 51 text
Lunch & Learn:
Mobile Web
Performance
Slide 52
Slide 52 text
Workshop:
How to Test on
Mobile
Slide 53
Slide 53 text
Lunch & Learn:
Designing for
Touch
Slide 54
Slide 54 text
Incentivizing coworkers
Slide 55
Slide 55 text
No content
Slide 56
Slide 56 text
No content
Slide 57
Slide 57 text
No content
Slide 58
Slide 58 text
Mobile Web Hack Week
Slide 59
Slide 59 text
Empowering coworkers
Slide 60
Slide 60 text
“We are a mobile-first company.”
- Chad Dickerson, Etsy CEO in a company meeting
Slide 61
Slide 61 text
Feature teams began to
care, ship, and teach
Slide 62
Slide 62 text
“Remember this win on desktop, where we
added some light copy changes and saw a
lift in conversion? As promised, we're
running this experiment on mobile web...”
(actual
Slide 63
Slide 63 text
No content
Slide 64
Slide 64 text
“Does this work on mobile? Absolutely! ...
We found that a one-template approach for
this page was much better for both user
experience and operational overhead...”
(another
Slide 65
Slide 65 text
No content
Slide 66
Slide 66 text
“...we’ve mobilized the Interactions
feature in the Activity Feed, which
wasn’t previously mobilized.”
(yet
Slide 67
Slide 67 text
No content
Slide 68
Slide 68 text
These are our
success metrics.
caring
shipping
teaching
}
Slide 69
Slide 69 text
Which of these
are you missing?
caring
shipping
teaching
}