UX STRAT USA 2015 presentation by Alex Wright, Etsy Director of Research

1. Humanizing Data
Bridging UX Research and Analytics"
Alex Wright
Director of Research, Etsy
awright@etsy.com | @alexgrantwright

2. 2

5. “Production by the masses, not mass production.”
- Gandhi

6. BY THE NUMBERS
6
1.5M
active sellers
AS OF JUNE 30, 2015
21.7M
active buyers
AS OF JUNE 30, 2015
$1.93B
annual GMS
IN 2014
32M
items for sale
AS OF JUNE 30, 2015
Photo by Kirsty-Lyn Jameson

7. Etsy is proud to be a certified B Corporation — a new
kind of company that uses the power of business to
solve social and environmental problems.

11. wfs2015
wfs2015

16. 16
Credit: Mike Brittain

17. 17
WE DEPLOY THE SITE ~30 TIMES PER DAY

21. Credit: Dan McKinley

22. CI Status (1 hour)
End-User (1 hour)
Error Logs (All) (1 hour)
..................................................................
Deploy Dashboard Git Commits Princess Supergrep Supergrep Forum Watcher
Time: 1 hour Until: Now Hide Deploys Deploys hidden: Config Web / Api / Atlas Search Photos Blog Chef (prod) Schemanator
Push
rbateman
on qa
6m since 7, 2012 9:54
Three-Armed Sweaters
error pages · historical
clip Akamai Whoopsies
origin failures · historical
clip Edgecast Whoopsies
origin failures · historical
clip Screwed Users
unique users · historical
clip
All
File or Script Not Found
current · historical
clip Exceptions
current · historical
clip Fatals
current · historical
clip Errors
current · historical
clip Warnings
current · historical
clip
Segmentation Faults
current · historical
clip PHP Allowed Memory
Size Exhausted
current · historical
clip PHP Maximum Execution
Time
current · historical
clip Memcache Connection
Failures
current · historical
clip Thrift Exceptions
current · historical
clip

23. Page Performance by Site Section (1 hour)
Post Checkouts
current · historical
clip Mobile Checkouts
iOS · mobile web
clip Direct Checkout Checkouts (98.00%)
success · failure
clip
Listings Creation/Renewal
New & Copied · Renewed
clip Requests
logged-out · logged-in
clip CDN Requests Balance
akamai · edgecast · direct-origin
clip
Search Ads
Requests · Responses · Logged
clip Forum Posts
bugs forum · help forum
clip Seller Registration (100.00%)
success · failure
clip
PHP time (median)
listing · shop · profile · search · homepage
clip PHP time (95th percentile)
listing · shop · profile · search · homepage
clip webpagetest front-end time
listing · shop · profile · search · homepage
clip lognormal load time
listing · shop · profile · search · homepage
clip

24. Page Performance by Site Section (1 hour)
Statistics displayed represent signed in page requests. See Page Performance Dashboard for more detail.
Web Cluster (1 hour)
API Cluster (1 hour)
PHP time (median)
listing · shop · profile · search · homepage
clip PHP time (95th percentile)
listing · shop · profile · search · homepage
clip webpagetest front-end time
listing · shop · profile · search · homepage
clip lognormal load time
listing · shop · profile · search · homepage
clip

25. “When the point of contact between the product
and the people becomes a point of friction, then
the designer has failed. “ - Henry Dreyfuss

26. Seller onboarding"

32. Data analysis
95.09% completed step 1 (shop name)
72.77% went on to list an item
Hypothesis: Seller onboarding is overwhelming

33. Seller onboarding"

35. Data analysis
24% increase in new shops opened within 7 days

36. Data analysis
24% increase in new shops opened within 7 days
BUT fewer listings, and fewer sales

39. Sold orders"

41. 41

42. Sold orders"

45. Exploratory search"

47. Data analysis
"
32 million listings
21.7 million buyers
High incidence of low-intent search queries
Minimal use of category trees

48. Qualitative insights
"
Searching on Etsy feels overwhelming
Buyers want to narrow results, but there’s FOMO
Search is used as a browse experience - Buyers expect/
enjoy discovery and surprise
Buyers seemed to gravitate to browse paths on other
retail sites. What were we missing?

49. Taxonomy

50. PrototypeExperiment

51. Final release

55. Regenerative entrepreneurship"

56. w

57. sure we can bushwick
sure we can bushwick

59. Rethinking “Capital”"

60. Financial capital

61. Social capital

62. Natural capital

63. Spiritual capital

65. Thank you"
"
Alex Wright"
awright@etsy.com | @alexgrantwright