ETSY	
  PROPOSAL	
  
   On-­Site	
  Trading	
  Feature	
  




       Peter	
  Brown	
  –	
  Advanced	
  Web	
  Design	
  
PROBLEMS	
                                                                               1	
  
With	
  Current	
  Design	
...
PROBLEMS	
                                                                             2	
  
With	
  Current	
  Design	
  ...
IMPETUS	
                                                                                                                1...
IMPETUS	
                                                                                                    2	
  
For	
  ...
1	
  
PROPOSAL	
  
Develop	
  a	
  new	
  item	
  trading	
  feature	
  
that	
  builds	
  on	
  the	
  existing	
  
commu...
PRECEDENTS	
                                                                                         1	
  
Sites	
  that	
...
PRECEDENTS	
                                                                                          2	
  
Sites	
  that	...
PRECEDENTS	
                                                                                      3	
  
Sites	
  that	
  A...
PRECEDENTS	
                                                                                           4	
  
Sites	
  that...
PRECEDENTS	
                                                                                           5	
  
Sites	
  that...
PRECEDENTS	
                                                                                    6	
  
Sites	
  that	
  Ass...
PRECEDENTS	
                                                                                            7	
  
Sites	
  tha...
PRECEDENTS	
                                                                                          8	
  
Sites	
  that	...
PRECEDENTS	
                                                                                              9	
  
Sites	
  t...
PRECEDENTS	
                                                                                         10	
  
Sites	
  that	...
COMMUNITY	
                                                                                 1	
  
Response	
  to	
  Proble...
COMMUNITY	
                                                                            2	
  
Response	
  to	
  Problem	
  ...
COMMUNITY	
                                                                            3	
  
Response	
  to	
  Problem	
  ...
COMMUNITY	
                                                                            4	
  
Response	
  to	
  Problem	
  ...
PERSONAS	
                                                                                        1	
  
Designing	
  for	
...
PERSONAS	
                                                                                       2	
  
Designing	
  for	
 ...
TRADING	
                                                                                                           2	
  
...
BENEFITS	
                                                                         1	
  
Of	
  Trading	
  



• Self-­Prom...
DOWNSIDES	
                                                                        1	
  
Of	
  Trading	
  



• Issues	
  ...
SOLUTIONS	
                                                                                                               ...
SOLUTIONS	
                                                                                                               ...
SOLUTIONS	
                                                                                                               ...
SOLUTIONS	
                                                                                                    4	
  
Strat...
CONCLUSIONS	
                                                                                                             ...
CONCLUSIONS	
                                                                                                         2	
 ...
CONCLUSIONS	
                                                                                                             ...
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Etsy On-Side Trading

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Etsy On-Side Trading

  1. 1. ETSY  PROPOSAL   On-­Site  Trading  Feature   Peter  Brown  –  Advanced  Web  Design  
  2. 2. PROBLEMS   1   With  Current  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     Peter  Brown  –  Advanced  Web  Design  
  3. 3. PROBLEMS   2   With  Current  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  proKile  content  is  separated.       Peter  Brown  –  Advanced  Web  Design  
  4. 4. IMPETUS   1   For  Proposal   How  can  shop  owners  increase  their   online  experience  with  Etsy?   • Currently,  shops  are  limited  to  selling  and  displaying  some  text  and  links.     • The  browsing  experience  is  tailored  towards  shopping,  not  networking     • Think  of  ways  to  expand  the  role  of  the  shop  owner  into  a  source  of     information  and  respect   Peter  Brown  –  Advanced  Web  Design  
  5. 5. IMPETUS   2   For  Proposal   How  can  the  site  blend  the  role  of   producer  and  consumer?   • Etsy  should  Kind  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     Peter  Brown  –  Advanced  Web  Design  
  6. 6. 1   PROPOSAL   Develop  a  new  item  trading  feature   that  builds  on  the  existing   community’s  voice  &  needs.   Find  a  way  to  Lit  this  feature  into   Etsy’s  existing  business  model.   Peter  Brown  –  Advanced  Web  Design  
  7. 7. PRECEDENTS   1   Sites  that  Assess  Similar  Problems   Swaptree   • Trade  music,  books,  DVDs,  games  etc.     • Post  items  you  own     • Search  by  items  wanted  or  items  owned     • Database  makes  connections  for  the  user     • Great  business  model         Peter  Brown  –  Advanced  Web  Design  
  8. 8. PRECEDENTS   2   Sites  that  Assess  Similar  Problems   Craigslist   • Informal  layout  and  interaction     • Varied  listings     • Anonymous  listings  and  contact     • Promotes  exploration  by  large  feed     • Familiar  interface  for  Craigslist  users     • Facilitates  needs  quickly       Peter  Brown  –  Advanced  Web  Design  
  9. 9. PRECEDENTS   3   Sites  that  Assess  Similar  Problems   The  Freesound   Project   • Community-­based  music  service     • Upload  audio  samples     • Creative  commons  –  promotes  sharing     • Producers  and  consumers  are  blended     • Shared  content     Peter  Brown  –  Advanced  Web  Design  
  10. 10. PRECEDENTS   4   Sites  that  Assess  Similar  Problems   EtsyTraders   • Created  by  Etsy  Community     • Database  of  users  willing  to  trade     • Listings  and  discussion  on  barter  and  trade     • Items  on  shops  have  ‘tradable’  in  title       Peter  Brown  –  Advanced  Web  Design  
  11. 11. PRECEDENTS   5   Sites  that  Assess  Similar  Problems   Caretotrade   • Trade  and  barter  features     • Focus  on  housing  market     • Clean  interface/functionality     • Limited  depth  as  standalone  service       Peter  Brown  –  Advanced  Web  Design  
  12. 12. PRECEDENTS   6   Sites  that  Assess  Similar  Problems   TradeAway   • Post  and  request  items/services     • Informal  methods  of  interaction     • Promotes  browsing  and  exploration     Peter  Brown  –  Advanced  Web  Design  
  13. 13. PRECEDENTS   7   Sites  that  Assess  Similar  Problems   Etsy   Trade-­‐A-­‐Holics   • Trading  blog  for  Etsy  users     • Showing  shops  that  are  willing  to  trade     • Highlighting  new  items  for  trade/swap     • Developed  by  existing  Etsy  members     Peter  Brown  –  Advanced  Web  Design  
  14. 14. PRECEDENTS   8   Sites  that  Assess  Similar  Problems   Wikipedia   • Community-­produced  content     • Producers  are  also  consumers     • Informal  watchdog  groups         Peter  Brown  –  Advanced  Web  Design  
  15. 15. PRECEDENTS   9   Sites  that  Assess  Similar  Problems   AtOncer   • Site  functionality  divided  by  task  (buy,  sell     trade)   • Users  must  be  members  to  see  trading     section   • Trading  isn’t  a  main  focus  to  the  site’s     identity  but  is  a  welcomed  addition   Peter  Brown  –  Advanced  Web  Design  
  16. 16. PRECEDENTS   10   Sites  that  Assess  Similar  Problems   Last.fm   • Community-­based  music  service     • Track  songs  played  from  computer     • Use  community’s  listening  history  to  make     connections  and  relationships  to  new  music   • User-­generated  artist  information  and     showtimes     Peter  Brown  –  Advanced  Web  Design  
  17. 17. COMMUNITY   1   Response  to  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)     Peter  Brown  –  Advanced  Web  Design  
  18. 18. COMMUNITY   2   Response  to  Problem   • Using  seller’s  feedback  to  assess  trust  and  security       • Using  shop  bio  to  advertise  openness  to  trading     • Issues  with  bartering  versus  Kixed-­price  trading     Peter  Brown  –  Advanced  Web  Design  
  19. 19. COMMUNITY   3   Response  to  Problem   The  community  has  voiced  that   adding  a  trading  feature  to  the  site   would  be  a  welcome  enhancement.   Many  users  already  trade  informally.   Peter  Brown  –  Advanced  Web  Design  
  20. 20. COMMUNITY   4   Response  to  Problem   However,  they  have  complained  that   the  inherent  problems  to  trading  are   not  wanting  what  the  other  seller  is   offering,  lack  of  trust  and  not  making   a  ‘sale.’       Peter  Brown  –  Advanced  Web  Design  
  21. 21. PERSONAS   1   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.   Peter  Brown  –  Advanced  Web  Design  
  22. 22. PERSONAS   2   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.’   Peter  Brown  –  Advanced  Web  Design  
  23. 23. TRADING   2   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     Peter  Brown  –  Advanced  Web  Design  
  24. 24. BENEFITS   1   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     Peter  Brown  –  Advanced  Web  Design  
  25. 25. DOWNSIDES   1   Of  Trading   • Issues  of  trust     • Items  traded  away  from  potential  buyers     • Divisions  between  selling  community  and  passive  shoppers     • Economic  Sustainability  for  shop  owners     Peter  Brown  –  Advanced  Web  Design  
  26. 26. SOLUTIONS   1   Strategies  &  Initial  Ideas   Optional  trading  feature  for  users   who  are  interested   • Won’t  force  the  user  to  implement  the  feature  if  it  doesn’t  Kit  their  intentions     • Similar  to  adding  a  shop  as  a  Kirst  time  user;  won’t  affect  main  experience     • Added  functionality  on  sellers’  proKiles     Peter  Brown  –  Advanced  Web  Design  
  27. 27. SOLUTIONS   2   Strategies  &  Initial  Ideas   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     Peter  Brown  –  Advanced  Web  Design  
  28. 28. SOLUTIONS   3   Strategies  &  Initial  Ideas   Integrated  traders’  blog/page   • Keep  users  on  Etsy  by  adding  a  resource  of  all  shop  owners  who  are     interested  in  making  trades  with  other  users   • On-­site  resource  as  a  response  to  trading  blogs  such  as  EtsyTraders     • Allow  users  to  still  trade  informally,  but  facilitate  the  interaction  on  Etsy       Peter  Brown  –  Advanced  Web  Design  
  29. 29. SOLUTIONS   4   Strategies  &  Initial  Ideas   Improve  seller  proLiles.   • Add  customization  options  to  deepen  shop  owners  level  of  investment.     • Streamline  item  listing  process  as  well  as  having  to  re-­list  items.     • Implement  a  user  feed  of  recently  purchased  items  and  favorites       Peter  Brown  –  Advanced  Web  Design  
  30. 30. CONCLUSIONS   1   Where  does  Etsy  come  in?   Feature  has  to  be  4inancially   lucrative  for  Etsy.   • 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.         Peter  Brown  –  Advanced  Web  Design  
  31. 31. CONCLUSIONS   2   Where  does  Etsy  come  in?   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.     Peter  Brown  –  Advanced  Web  Design  
  32. 32. CONCLUSIONS   2   Where  does  Etsy  come  in?   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.   Peter  Brown  –  Advanced  Web  Design  

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