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Crafting Insights: How Etsy Does Research Outside the Lab
BRENNA LYNCH
UX RESEARCH MANAGER
2
21%
4
2014 ETSY PROGRESS REPORT
5
We are a mindful,
transparent, and humane
business.
We plan and build
for the long term.
We value craftsmanship in
all w...
AGENDA
6
The Etsy research team
Ethnographic research
Mobile diary study
Prototype groups
7
The Etsy research team
Shop: MinPinShop
4
8
12
16
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
#ofresearchers
ETSY RESEARCH TEAM GROWTH
OUR SELLERS
Photo by Moira K. Lime
1.5M
active sellers
AS OF JUNE 30, 2015
86%
of sellers
are women
2014 ETSY SELLER SURVE...
HOW AN ETSY SELLER SPENDS HER TIME
10
2014 ETSY SELLER SURVEY
Shipping
Other
Marketing
Communications
Accounting
Inventory...
ROLLING RESEARCH SESSIONS
11
Photo by someone?
CHALLENGES
12
A/B testing
Context and workflow
CHALLENGES
13
A/B testing
Context and workflow
14
Ethnographic research
Shop: MinPinShop
ETHNOGRAPHIC RESEARCH
15
Shop: MarinskiHeartmades
ETHNOGRAPHIC RESEARCH
16
SECTION TITLE
17
Shop: MsSpanner
Intro Text
18
21
Mobile diary study
Shop: MinPinShop
MOBILE DIARY STUDY
22
MOBILE DIARY STUDY
23
ROUNDUP
24
ROUNDUP
25
FINDINGS
26
Customer service
Undiscoverable features
27
Prototype groups
Shop: MinPinShop
PROTOTYPE GROUPS
28
Shop: harllee
PROTOTYPE GROUPS
29
PROTOTYPE GROUP
30
PROTOTYPE GROUP
31
PROTOTYPE GROUP
32
PROTOTYPE GROUP
33
34
In conclusion
Shop: MinPinShop
OUR APPROACH
35
Rolling 1:1s
Ethno Ethno
Diary study
Prototype group
Rolling 1:1s Rolling 1:1s Rolling 1:1s
36
We are a mindful,
transparent, and humane
business.
We plan and build
for the long term.
We value craftsmanship in
all ...
Thank you.
Brenna Lynch
@brennybot
Brenna Lynch: Crafting Insights - How Etsy does research outside the lab
Brenna Lynch: Crafting Insights - How Etsy does research outside the lab
Brenna Lynch: Crafting Insights - How Etsy does research outside the lab
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Brenna Lynch: Crafting Insights - How Etsy does research outside the lab

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!

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Brenna Lynch: Crafting Insights - How Etsy does research outside the lab

  1. 1. Crafting Insights: How Etsy Does Research Outside the Lab BRENNA LYNCH UX RESEARCH MANAGER
  2. 2. 2
  3. 3. 21% 4 2014 ETSY PROGRESS REPORT
  4. 4. 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
  5. 5. AGENDA 6 The Etsy research team Ethnographic research Mobile diary study Prototype groups
  6. 6. 7 The Etsy research team Shop: MinPinShop
  7. 7. 4 8 12 16 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 #ofresearchers ETSY RESEARCH TEAM GROWTH
  8. 8. 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
  9. 9. HOW AN ETSY SELLER SPENDS HER TIME 10 2014 ETSY SELLER SURVEY Shipping Other Marketing Communications Accounting Inventory Management Making
  10. 10. ROLLING RESEARCH SESSIONS 11 Photo by someone?
  11. 11. CHALLENGES 12 A/B testing Context and workflow
  12. 12. CHALLENGES 13 A/B testing Context and workflow
  13. 13. 14 Ethnographic research Shop: MinPinShop
  14. 14. ETHNOGRAPHIC RESEARCH 15 Shop: MarinskiHeartmades
  15. 15. ETHNOGRAPHIC RESEARCH 16
  16. 16. SECTION TITLE 17 Shop: MsSpanner
  17. 17. Intro Text 18
  18. 18. 21 Mobile diary study Shop: MinPinShop
  19. 19. MOBILE DIARY STUDY 22
  20. 20. MOBILE DIARY STUDY 23
  21. 21. ROUNDUP 24
  22. 22. ROUNDUP 25
  23. 23. FINDINGS 26 Customer service Undiscoverable features
  24. 24. 27 Prototype groups Shop: MinPinShop
  25. 25. PROTOTYPE GROUPS 28 Shop: harllee
  26. 26. PROTOTYPE GROUPS 29
  27. 27. PROTOTYPE GROUP 30
  28. 28. PROTOTYPE GROUP 31
  29. 29. PROTOTYPE GROUP 32
  30. 30. PROTOTYPE GROUP 33
  31. 31. 34 In conclusion Shop: MinPinShop
  32. 32. OUR APPROACH 35 Rolling 1:1s Ethno Ethno Diary study Prototype group Rolling 1:1s Rolling 1:1s Rolling 1:1s
  33. 33. 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
  34. 34. Thank you. Brenna Lynch @brennybot

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