Post on 14-Apr-2017
Humanizing Data Bridging UX Research and Analytics"
Alex Wright Director of Research, Etsy awright@etsy.com | @alexgrantwright
2
“Production by the masses, not mass production.” - Gandhi
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
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.
wfs2015wfs2015
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Credit: Mike Brittain
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WE DEPLOY THE SITE ~30 TIMES PER DAY
Credit: Dan McKinley
CI Status (1 hour)
End-User (1 hour)
Error Logs (All) (1 hour)
Other Errors (1 hour)
Business Graphs (1 hour)
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)
Gearman (1 hour)
Memcache (1 hour)
Master01 Database Activity (1 hour)
DBShard Database Activity (1 hour)
For more detailed shard information see the MySQL Shards Dashboard
DBIndex Database Activity (1 hour)
Outgoing Bandwidth (1 hour)
..................................................................
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rbateman
on qa6m since 7, 2012 9:54
Three-Armed Sweaterserror pages · historical
clip Akamai Whoopsiesorigin failures · historical
clip Edgecast Whoopsiesorigin failures · historical
clip Screwed Usersunique users · historical
clip
All
File or Script Not Foundcurrent · historical
clip Exceptionscurrent · historical
clip Fatalscurrent · historical
clip Errorscurrent · historical
clip Warningscurrent · historical
clip
Segmentation Faultscurrent · historical
clip PHP Allowed MemorySize Exhaustedcurrent · historical
clip PHP Maximum ExecutionTimecurrent · historical
clip Memcache ConnectionFailurescurrent · historical
clip Thrift Exceptionscurrent · historical
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StatsDpacket receive errors · historical
clip CSRF Mismatchcurrent · historical
clip CSRF Missingcurrent · historical
clip Client Side (JS) Errorscurrent · historical
clip Empty Image URLsgrey.gif · Default Avatars
clip
Registrationsfacebook · facebook (historical) · other · other (historical)
clip Logins (82.00%)logins · logins (historical) · errors · errors (historical)
clip Checkouts (97.81%)success · failure
clip
Post Checkoutscurrent · historical
clip Mobile CheckoutsiOS · mobile web
clip Direct Checkout Checkouts (98.00%)success · failure
clip
Listings Creation/RenewalNew & Copied · Renewed
clip Requestslogged-out · logged-in
clip CDN Requests Balanceakamai · edgecast · direct-origin
clip
Search AdsRequests · Responses · Logged
clip Forum Postsbugs 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 timelisting · shop · profile · search · homepage
clip lognormal load timelisting · shop · profile · search · homepage
clip
CI Status (1 hour)
End-User (1 hour)
Error Logs (All) (1 hour)
Other Errors (1 hour)
Business Graphs (1 hour)
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)
Gearman (1 hour)
Memcache (1 hour)
Master01 Database Activity (1 hour)
DBShard Database Activity (1 hour)
For more detailed shard information see the MySQL Shards Dashboard
DBIndex Database Activity (1 hour)
Outgoing Bandwidth (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 qa6m since 7, 2012 9:54
Three-Armed Sweaterserror pages · historical
clip Akamai Whoopsiesorigin failures · historical
clip Edgecast Whoopsiesorigin failures · historical
clip Screwed Usersunique users · historical
clip
All
File or Script Not Foundcurrent · historical
clip Exceptionscurrent · historical
clip Fatalscurrent · historical
clip Errorscurrent · historical
clip Warningscurrent · historical
clip
Segmentation Faultscurrent · historical
clip PHP Allowed MemorySize Exhaustedcurrent · historical
clip PHP Maximum ExecutionTimecurrent · historical
clip Memcache ConnectionFailurescurrent · historical
clip Thrift Exceptionscurrent · historical
clip
StatsDpacket receive errors · historical
clip CSRF Mismatchcurrent · historical
clip CSRF Missingcurrent · historical
clip Client Side (JS) Errorscurrent · historical
clip Empty Image URLsgrey.gif · Default Avatars
clip
Registrationsfacebook · facebook (historical) · other · other (historical)
clip Logins (82.00%)logins · logins (historical) · errors · errors (historical)
clip Checkouts (97.81%)success · failure
clip
Post Checkoutscurrent · historical
clip Mobile CheckoutsiOS · mobile web
clip Direct Checkout Checkouts (98.00%)success · failure
clip
Listings Creation/RenewalNew & Copied · Renewed
clip Requestslogged-out · logged-in
clip CDN Requests Balanceakamai · edgecast · direct-origin
clip
Search AdsRequests · Responses · Logged
clip Forum Postsbugs 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 timelisting · shop · profile · search · homepage
clip lognormal load timelisting · shop · profile · search · homepage
clip
CI Status (1 hour)
End-User (1 hour)
Error Logs (All) (1 hour)
Other Errors (1 hour)
Business Graphs (1 hour)
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)
Gearman (1 hour)
Memcache (1 hour)
Master01 Database Activity (1 hour)
DBShard Database Activity (1 hour)
For more detailed shard information see the MySQL Shards Dashboard
DBIndex Database Activity (1 hour)
Outgoing Bandwidth (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 qa6m since 7, 2012 9:54
Three-Armed Sweaterserror pages · historical
clip Akamai Whoopsiesorigin failures · historical
clip Edgecast Whoopsiesorigin failures · historical
clip Screwed Usersunique users · historical
clip
All
File or Script Not Foundcurrent · historical
clip Exceptionscurrent · historical
clip Fatalscurrent · historical
clip Errorscurrent · historical
clip Warningscurrent · historical
clip
Segmentation Faultscurrent · historical
clip PHP Allowed MemorySize Exhaustedcurrent · historical
clip PHP Maximum ExecutionTimecurrent · historical
clip Memcache ConnectionFailurescurrent · historical
clip Thrift Exceptionscurrent · historical
clip
StatsDpacket receive errors · historical
clip CSRF Mismatchcurrent · historical
clip CSRF Missingcurrent · historical
clip Client Side (JS) Errorscurrent · historical
clip Empty Image URLsgrey.gif · Default Avatars
clip
Registrationsfacebook · facebook (historical) · other · other (historical)
clip Logins (82.00%)logins · logins (historical) · errors · errors (historical)
clip Checkouts (97.81%)success · failure
clip
Post Checkoutscurrent · historical
clip Mobile CheckoutsiOS · mobile web
clip Direct Checkout Checkouts (98.00%)success · failure
clip
Listings Creation/RenewalNew & Copied · Renewed
clip Requestslogged-out · logged-in
clip CDN Requests Balanceakamai · edgecast · direct-origin
clip
Search AdsRequests · Responses · Logged
clip Forum Postsbugs 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 timelisting · shop · profile · search · homepage
clip lognormal load timelisting · shop · profile · search · homepage
clip
“When the point of contact between the product and the people becomes a point of friction, then the designer has failed. “ - Henry Dreyfuss
Seller onboarding"
Data analysis
95.09% completed step 1 (shop name)
72.77% went on to list an item
Hypothesis: Seller onboarding is overwhelming
Seller onboarding"
Data analysis
24% increase in new shops opened within 7 days
Data analysis
24% increase in new shops opened within 7 days
BUT fewer listings, and fewer sales
Sold orders"
41
Sold orders"
Exploratory search"
Data analysis"32 million listings
21.7 million buyers
High incidence of low-intent search queries
Minimal use of category trees
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?
Taxonomy
PrototypeExperiment
Final release
Regenerative entrepreneurship"
w
sure we can bushwicksure we can bushwick
Rethinking “Capital”"
Financial capital
Social capital
Natural capital
Spiritual capital