"Crafting Seamless Customization on Etsy's Mobile Application"
Introduction
Etsy is an online global marketplace that specializes in handmade or vintage items and various craft supplies.
Etsy connects people looking for unique goods with independent sellers around the world.
I helped conceptualize and visualize the creation of a new feature for Etsy's Mobile application.
The Challenge
Etsy buyers need a feature that allows them to request custom items on the Etsy mobile app and choose between seller’s proposals.
CLIENT
Etsy Concept
MY ROLE
User Researcher
Interviewer
Prototyping
UI Design
TIMELINE
2 week sprint
TOOLS
Axure
Sketch
Project Goals
Strategic Approach
We began our approach by creating a project plan - outlining the timeline and schedule down to the day. We accounted for roadblocks that may occur and the time that would possibly be lost at various stages in the process.
Current Etsy User Interviews
Our main focus was to gather insights on the current “custom item creation” experience from customers and artisans with a focus on financial fairness and quality goals.
We conducted 7 user interviews and contextual inquiries on both buyers and sellers.
Our goal was to understand the buyer and seller needs that exist in the Etsy mobile app.
From information gathered from interviews, we discovered that buyers must reach out to artisans individually when proposing a custom item. This process seemed to be lacking a variety options for the buyer.
I expect good communication and an ability to reference past
communication
I think this feature is relevant to the app
Price and complexity might prevent me from using this
I want a simple
check out process
I had problems buying
artisan goods online
I want to be able to browse for artisan goods
I use the app when I'm looking for specific
artisan items
I'm willing to buy
artisan goods online
I'm would be willing to use this feature if I can review sample work
I use Etsy to buy personal
and unique items
Personas
From our artisan and buyer interviews, we formed two personas to fit the average Etsy application user. One was similar to an average Etsy buyer looking to purchase a gift for a friend and the other related to a devoted Etsy seller who was interested in selling his or hers personal custom work.
Takeaways
Buyers use Etsy to find personal and unique items. They are willing to take their time to do research about the shops and items to find something they like.
Buyers want to communicate with sellers if they have questions and good communication facilitates a sale.
Buyers who want to buy custom items on Etsy would use a custom feature that would give them a more direct process to request custom items. Buyers would expect to see details about product proposals and examples of similar products offered by the store.
Competitive Analysis
Initial Findings
In the market research phase we discovered early on that key features could be found across the "industry leaders" of craft goods.
We focused in on these features and prioritized them on our navigation system.
We wanted the service to have a filtered search, messaging feature, mobile application and multiple payment options.
We found these features were available on the majority of similar platforms
The most important takeaway is that other similar services don't always allow for users to request custom goods, therefore there is a need in the market for this service.
Sketching
We translated our ideas onto paper in the initial design studio process. Three sets of 5 minute illustration sessions lead to our first iterations of the application. We agreed upon a number of key features and interactions that would integrate with the existing Etsy system.
The team had different interpretations of how to the app would look, feel and perform, which was beneficial to see the answer to a problem from multiple angles. Through discussion and common ideology, we synthesized our concepts and together created the skeleton that would become Etsy Custom.
First Iterations
Our first iteration of the digital wireframe and appmap initially consisted of a two-step process in which the buyer would send an advertised request to a community of artisans. Upon seeing that request those artisans would "bid" by providing imagery or samples of their work to see if the style fit the buyers desired bid.
Users were first introduced to a tutorial walk-through. The idea was to educate the user of the new service and to guide their journey to requesting their own custom item.
Usability Testing
Multiple rounds of user testing lead us to believe that this two step process was confusing users and halting their expected progress when requesting a custom item. Users consistently were unaware that they had to continue the process to request a proposal item directly from a custom store.
Our team responded by removing this process. The initial "equally fair for both sides" system was removed as a result. The decision was made to ultimately side with the buyer as they are driving the sale for their demand of custom items. Future iterations may incorporate this original design when the logistics are archived.
Revised Site & Flow
A much user friendly app-map was drafted as well as user flows.
Tests showed that users responded much more favorably to the new design.
Key Takeaways
Users who considered themselves buyers on the Etsy app were pleased with the considerations the design team made in regards to their convenience.
Since buyers are driving the sale- they themselves are the predominate user of the Etsy application. Sellers on the other hand have been relocated to "Sell on Etsy"- which is the home of seller stores.
The most important takeaway is that other similar services don't always allow for users to request custom goods, therefore there is a need in the market for this service.
Next Steps
First of the next steps is to combine features of "Etsy" and "Sell on Etsy". Although selling and buying items on Etsy are two different markets, it makes the users who do both have to navigate away from one platform to the next in order to use both services.
Another "clear and obvious" next step is to revisit the two-step process of the buyer/seller interaction.
The current state flow dictates that the buyer casts
a wide net and sellers are at their mercy of buyer demands in order to make a sale. This is not an ideal solution when tackling a UX problem with two different personas.
Interactive Prototype
