Up until a few years ago, Etsy’s UX research efforts were ad hoc and provisional. They primarily relied on data and experimentation to understand our members’ behavior. That has changed now!

1. Crafting Insights: How Etsy Does Research Outside the Lab
BRENNA LYNCH
UX RESEARCH MANAGER

2. 2

4. 21%
4
2014 ETSY PROGRESS REPORT

5. 5
We are a mindful,
transparent, and humane
business.
We plan and build
for the long term.
We value craftsmanship in
all we make.
We believe fun should be
part of everything we do.
We keep it real, always.
OUR VALUES

6. AGENDA
6
The Etsy research team
Ethnographic research
Mobile diary study
Prototype groups

7. 7
The Etsy research team
Shop: MinPinShop

8. 4
8
12
16
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
#ofresearchers
ETSY RESEARCH TEAM GROWTH

9. OUR SELLERS
Photo by Moira K. Lime
1.5M
active sellers
AS OF JUNE 30, 2015
86%
of sellers
are women
2014 ETSY SELLER SURVEY
95%
of sellers run their Etsy
shop from home
2014 ETSY SELLER SURVEY
9

10. HOW AN ETSY SELLER SPENDS HER TIME
10
2014 ETSY SELLER SURVEY
Shipping
Other
Marketing
Communications
Accounting
Inventory Management
Making

11. ROLLING RESEARCH SESSIONS
11
Photo by someone?

12. CHALLENGES
12
A/B testing
Context and workflow

13. CHALLENGES
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A/B testing
Context and workflow

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Ethnographic research
Shop: MinPinShop

15. ETHNOGRAPHIC RESEARCH
15
Shop: MarinskiHeartmades

16. ETHNOGRAPHIC RESEARCH
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17. SECTION TITLE
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Shop: MsSpanner

18. Intro Text
18

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Mobile diary study
Shop: MinPinShop

22. MOBILE DIARY STUDY
22

23. MOBILE DIARY STUDY
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24. ROUNDUP
24

25. ROUNDUP
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26. FINDINGS
26
Customer service
Undiscoverable features

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Prototype groups
Shop: MinPinShop

28. PROTOTYPE GROUPS
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Shop: harllee

29. PROTOTYPE GROUPS
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30. PROTOTYPE GROUP
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31. PROTOTYPE GROUP
31

32. PROTOTYPE GROUP
32

33. PROTOTYPE GROUP
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In conclusion
Shop: MinPinShop

35. OUR APPROACH
35
Rolling 1:1s
Ethno Ethno
Diary study
Prototype group
Rolling 1:1s Rolling 1:1s Rolling 1:1s

36. 36
We are a mindful,
transparent, and humane
business.
We plan and build
for the long term.
We value craftsmanship in
all we make.
We believe fun should be
part of everything we do.
We keep it real, always.
OUR VALUES

37. Thank you.
Brenna Lynch
@brennybot