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UX STRAT USA, Alex Wright, "Etsy: Bridging UX Research and Data Analytics to Drive Design"

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

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UX STRAT USA, Alex Wright, "Etsy: Bridging UX Research and Data Analytics to Drive Design"

  1. 1. Humanizing Data
 Bridging UX Research and Analytics" 
 Alex Wright
 Director of Research, Etsy
 awright@etsy.com | @alexgrantwright
  2. 2. 2
  3. 3. “Production by the masses, not mass production.”
 - Gandhi
  4. 4. 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
  5. 5. 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.
  6. 6. wfs2015 wfs2015
  7. 7. 16 Credit: Mike Brittain
  8. 8. 17 WE DEPLOY THE SITE ~30 TIMES PER DAY
  9. 9. Credit: Dan McKinley
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. “When the point of contact between the product and the people becomes a point of friction, then the designer has failed. “ - Henry Dreyfuss

  14. 14. Seller onboarding"
  15. 15. Data analysis 95.09% completed step 1 (shop name) 72.77% went on to list an item Hypothesis: Seller onboarding is overwhelming
  16. 16. Seller onboarding"
  17. 17. Data analysis 24% increase in new shops opened within 7 days
  18. 18. Data analysis 24% increase in new shops opened within 7 days BUT fewer listings, and fewer sales
  19. 19. Sold orders"
  20. 20. 41
  21. 21. Sold orders"
  22. 22. Exploratory search"
  23. 23. Data analysis " 32 million listings
 21.7 million buyers
 High incidence of low-intent search queries
 Minimal use of category trees
  24. 24. 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?
  25. 25. Taxonomy
  26. 26. PrototypeExperiment
  27. 27. Final release
  28. 28. Regenerative entrepreneurship"
  29. 29. w
  30. 30. sure we can bushwick sure we can bushwick
  31. 31. Rethinking “Capital”"
  32. 32. Financial capital
  33. 33. Social capital
  34. 34. Natural capital
  35. 35. Spiritual capital
  36. 36. Thank you" " Alex Wright" awright@etsy.com | @alexgrantwright

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