Etsy - Final Trading Proposal

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Final, refined presentation proposing an on-site trading feature for Etsy.com

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Etsy - Final Trading Proposal

  1. 1. ETSY:   On-­‐Site   Trading  Feature   Problems   Proposal   User  Scenarios   Prototypes   Peter  Brown   MICA  -­‐  Advanced  Web  Design   2010  
  2. 2. Problems   with  current  model/design   • Many  shop  owners  are  also  buyers.     • Etsy  fosters  a  community  while  at  the  same  time     promoting  a  competitive  sales  environment.   • There  are  multiple  types  of  users,  each  having  different     needs  and  expectations  based  on  their  interests  and   personalities    
  3. 3. Problems   with  current  model/design   • Users  have  expressed  interest  in  added  functionality  and     communication  between  one-­another.     • Sellers/members  are  forming  off-­site  services  to  facilitate     needs   • Store  and  proAile  content  is  separated.      
  4. 4. Impetus   for  proposal   How  can  the  site  blend  the  role  of   producer  and  consumer?   • Find  ways  to  cater  to  those  who  both  buy  and  sell     • Explore  different  types  of  users’  experiences  on  the  site     • Build  a  stronger  on-­site  community    
  5. 5. Proposal   Develop  a  new  item  trading  feature   that  builds  on  the  existing   community’s  voice  &  needs.   Find  a  way  to  Nit  this  feature  into   Etsy’s  existing  model.  
  6. 6. Community   responses  to  the  problem   • Off-­site  blogs  and  community  sites  such  as  EtsyTraders  and     the  Trade-­A-­Holics   • Members  trading  via  private  messaging  and  other  websites     • Forums  and  Discussion  Boards  (Debates/tips  on  subject)    
  7. 7. Community   responses  to  the  problem   • Using  seller’s  feedback  to  assess  trust  and  security       • Using  shop  bio  to  advertise  openness  to  trading     • Issues  with  bartering  versus  Aixed-­price  trading    
  8. 8. Community   responses  to  the  problem   The  community  has  voiced  that   adding  a  trading  feature  to  the  site   would  be  a  welcome  enhancement.   Many  users  already  trade  informally.  
  9. 9. Personas   Designing  for  needs   • Catering  to  different  types  of  people     • Recognizing  a  need  within  the  community     •  rading  will  go  on  regardless  if  feature  is  implemented.   T • There  are  sellers  looking  to  interact  with  other  shops  on  a     deeper  level.  
  10. 10. Personas   Designing  for  needs   • Those  who  are  willing  to  trade  items  are  also  willing  to     connect  with  the  community  past  a  quick  transaction   • Shop  owner  who  is  an  active  buyer  on  the  site.  Wants  to     use  their  own  goods  as  ‘currency.’  
  11. 11. Precedents   Etsy  Traders  Blog   Etsy  Trade-­‐A-­‐Holics   • Created  by  Etsy  Community     • Trading  blog  for  Etsy  users     • Database  of  users  willing  to  trade     • Showing  shops  that  are  willing  to  trade     • Listings  and  discussion  on  barter  and  trade     • Highlighting  new  items  for  trade/swap     • Items  on  shops  have  ‘tradable’  in  title       • Developed  by  existing  Etsy  members    
  12. 12. Precedents   Caretotrade   TradeAway   • Trade  and  barter  features     • Post  and  request  items/   • Focus  on  housing  market     services   atOncer   • Clean  interface/functionality     • Informal  methods  of     • Limited  depth  as  standalone     interaction   • Site  functionality     service     • Promotes  browsing  and     divided  by  task  (buy,   exploration   sell  trade)   •  rading  isn’t  a  main   T focus  to  the  site’s   identity  but  is  a   welcomed  addition  
  13. 13. Precedents   Swaptree   Craigslist   •  rade  music,  books,   T • Informal  layout  and  interaction     DVDs,  games  etc.   • Varied  listings     Wikipedia   • Post  items  you  own     • Anonymous  listings  and  contact     • Community-­produced  content     • Search  by  items     • Promotes  exploration  by  large     wanted  or  items   • Producers  are  also  consumers     feed   owned   • Informal  watchdog  groups       • Familiar  interface  for  Craigslist     • Database  makes     users   connections  for  the   • Facilitates  needs  quickly       user   • Great  business     model      
  14. 14. Precedents   Last.fm   Freesound   Wikipedia   • Community-­based  music  service     • Community-­based  music     • Community-­produced  content     • Track  songs  played  from     service   • Producers  are  also  consumers     computer   • Upload  audio  samples     • Informal  watchdog  groups       • Use  community’s  listening     • Creative  commons  –     history  to  make  connections  and   promotes  sharing   relationships  to  new  music   • Producers  and  consumers     • User-­generated  artist     are  blended   information  and  showtimes     • Shared  content    
  15. 15. Trading   on-­site  versus  off-­site   On  Etsy   Off  Etsy   • Protection  through  Paypal,  etc.     • Anonymity     • Price  is  locked-­in     • Lack  of  purchase  protection     • Increase  feedback  score     • No  standardization     • Strengthen  community     • Etsy  is  not  involved     • Etsy  retains  hosting  fee     • External  sites/services     • Potential  for  more  normal  sales     • User  loyalty  suffers    
  16. 16. Bene=its   of  trading   • Self-­Promotion     • Cross-­user  marketing     • Richer  community     • Using  items/goods  as  currency     • Deeper  investment  with  site  and  services     • Support  for  fellow  shops/users    
  17. 17. Downsides   of  trading   • Issues  of  trust     • Items  traded  away  from  potential  buyers     • Divisions  between  selling  community  and  passive  shoppers     • Economic  Sustainability  for  shop  owners    
  18. 18. Solutions   Optional  trading  feature  for  users   who  are  interested   • Won’t  force  the  user  to  implement  the  feature  if  it  doesn’t  Ait  their  intentions     • Similar  to  adding  a  shop  as  a  Airst  time  user;  won’t  affect  main  experience     • Added  functionality  on  sellers’  proAiles    
  19. 19. Solutions   Gain  store  credit  instead  of  making   a  typical  trade.     • If  a  user  uses  the  trade  feature  and  buys  an  item  from  your  shop,  you  are     credited  the  same  amount  of  money  to  use  at  their  shop.   • Moves  away  from  the  conventional  idea  of  trading       • Etsy  still  makes  a  cut  from  the  items  being  hosted    
  20. 20. Mockups   • Log  into  your  account     • Go  to  “Your  Etsy”  section     •  ook  for  “Trading  Setup”   L on  the  left-­side  nav  
  21. 21. Mockups   • You’re  given  a  few     options  for  this  feature   •  lide  the  button  to   S activate  the  shop   •  elect  items  that  will  be   S eligible  for  trade   •  he  Trade  Cart  icon  will   T appear  on  the  top  
  22. 22. Mockups   • You  can  also  set  items  as     tradable  in  the  “Currently   for  Sale”  section.   • Check  and  uncheck  the     “T”  icon  next  to  items  
  23. 23. Mockups   • Items  that  are  open  to  be     traded  are  given  the  tag   “totrade,”  making  it  easy   to  search  only  for  tradable   products.  
  24. 24. Mockups   • Shop  as  you  normally     would,  once  you’ve   activated  trading  on  your   page.   • To  request  a  trade  for     this  item,  click  the  T  icon   next  to  the  cart  button.  
  25. 25. Mockups   • Select  whether  you’d  like     to  offer  store  credit  or  an   item  from  your  store   • Click  “Request”  to  move     onto  the  messaging   window.    
  26. 26. Mockups   • Choose  the  amount  of     store  credit   • Type  a  message  to  the     seller   • Sending  the  request  goes     to  the  seller  for  approval     • Seller’s  reply  appears  in     “Conversations”  page  
  27. 27. User-­Scenario   Requesting  a  Trade   Search  by   Shop  as   Add  item  to   Login   Go  to  “Your  Etsy”   “totrade”  tag   normal   trade  cart   Have  a  store?   Go  to  trade   cart  on  top   Set  up  a  store   no   yes   in  se9ngs   Ac<vate  trading   feature   Trade   Trade   for   for   credit   item   Go  to  trading   Select  items   setup   for  trade   Hit  ‘request’   no   yes   Send  request   Fill  out  message   Approved?   to  seller   form   Complete  transac<on  as   normal  
  28. 28. Conclusions   Feature  has  to  be  =inancially   lucrative.   • Ensure  that  only  items  that  have  already  been  listed  are  eligible  for  trade  and     swap.   • The  feature  has  to  make  sense  within  the  site.  Adding  it  without  considering     the  context  in  which  it  ‘lives’  will  make  it  lose  all  relevancy  with  the   community.   • Develop  ways  for  the  act  of  trading  to  compensate  the  website  in  a  similar     way  to  the  fees  for  posting  items.        
  29. 29. Conclusions   If  items  are  going  to  be  traded   regardless,  the  feature  should  be   realized.   • The  community  has  made  it  clear  that  trading  is  a  necessary  aspect  to     homemade  good  creation  and  sale.   • Find  a  balance  between  catering  to  the  needs  of  the  community  while     retaining  a  solid  identity  and  model  for  sales.    
  30. 30. Conclusions   A  trading  feature  has  the  potential  to   lead  more  passive  buyers  to  become   shop  owners  themselves.   • Giving  a  select  users  a  special  type  of  functionality  builds  an  incentive  to  sell       • Shoppers  may  become  sellers  to  be  able  to  deepen  there  experience  on  the     site   • Inevitably,  this  phenomenon  could  help  Etsy  gain  more  items  being  listed     sales  being  made  over  time.  
  31. 31. Thanks   Peter  Brown   MICA  -­‐  Advanced  Web  Design   2010  

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