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

Humanizing Data Bridging UX Research and Analytics"

Alex Wright Director of Research, Etsy [email protected] | @alexgrantwright

“Production by the masses, not mass production.” - Gandhi

BY THE NUMBERS

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

Credit: Mike Brittain

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)

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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

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

File or Script Not Foundcurrent · historical

clip Exceptionscurrent · historical

clip Fatalscurrent · historical

clip Errorscurrent · historical

clip Warningscurrent · historical

Segmentation Faultscurrent · historical

clip PHP Allowed MemorySize Exhaustedcurrent · historical

clip PHP Maximum ExecutionTimecurrent · historical

clip Memcache ConnectionFailurescurrent · historical

clip Thrift Exceptionscurrent · historical

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

Registrationsfacebook · facebook (historical) · other · other (historical)

clip Logins (82.00%)logins · logins (historical) · errors · errors (historical)

clip Checkouts (97.81%)success · failure

Post Checkoutscurrent · historical

clip Mobile CheckoutsiOS · mobile web

clip Direct Checkout Checkouts (98.00%)success · failure

Listings Creation/RenewalNew & Copied · Renewed

clip Requestslogged-out · logged-in

clip CDN Requests Balanceakamai · edgecast · direct-origin

Search AdsRequests · Responses · Logged

clip Forum Postsbugs forum · help forum

clip Seller Registration (100.00%)success · failure

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

CI Status (1 hour)

End-User (1 hour)

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rbateman

on qa6m since 7, 2012 9:54

CI Status (1 hour)

End-User (1 hour)

Gearman (1 hour)

Memcache (1 hour)

..................................................................

rbateman

on qa6m since 7, 2012 9:54

“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"

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"

sure we can bushwicksure we can bushwick

Rethinking “Capital”"

Financial capital

Social capital

Natural capital

Spiritual capital

Thank you""

Alex Wright"[email protected] | @alexgrantwright

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

Design

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