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Bridging AI and UX
Methods at Etsy
_________
IA Summit
March 25, 2017
Gio
Staff Engineer
Jenny
Taxonomist
Jill
Staff UX
Researcher
Etsy is a global marketplace where people around the world connect,
both online and offline, to make, sell and buy unique goods.
3
By the Numbers
1.7M
active sellers
AS OF DECEMBER 31, 2016
28M
active buyers
AS OF DECEMBER 31, 2016
$2.84B
annual GMS
IN 2016
45+M
items for sale
AS OF DECEMBER 31, 2016
Photo by Kirsty-Lyn Jameson
SELLER
Pursues craft,
grows business
ETSY
Invests in the
platform and delivers
a global base of
buyers
ETSY
Facilitates the
transaction
BUYER
Finds unique
goods that are
hard to find
elsewhere
ETSY EMPOWERMENT LOOP
ETSY EMPOWERMENT LOOP
6
SELLER
Pursues craft,
grows business
ETSY
Invests in the
platform and delivers
a global base of
buyers
ETSY
Facilitates the
transaction
BUYER
Finds unique
goods that are
hard to find
elsewhere
ETSY EMPOWERMENT LOOP
ETSY EMPOWERMENT LOOP
7
SEARCH
“e-Search”
A case study
8
Frame the
problem
“E-Search” - A case study
WINTER 2015
Iterative
evaluation
Concept
testing
SPRING 2014 SUMMER 2014
“E-Search” - A Case Study
Parallel streams of effort
UX RESEARCH
UX Research
13
Etsy.com
What are people
shopping for on Etsy?
People shop for ideas on Etsy
17
GIFTS LIFE EVENTS
SEASONAL
CELEBRATIONS
STYLE/EMOTION
POP CULTURE/
TRENDS
NOT “known item” searches
People shop for ideas on Etsy
18
GIFTS LIFE EVENTS STYLE/EMOTION
NOT “known item” searches
Often, using broad, thematic search terms
SEASONAL
CELEBRATIONS
POP CULTURE/
TRENDS
Framing the problem
19
Existing “browse”pages
were low performers, i.e.
not converting.
PROBLEM HOW MIGHT WE…
Make finding on Etsy
easier with a combination
of search & browse
improvements?
20
Customers are doing
broad searches and
getting “overwhelmed”
with search results.
PROBLEM HOW MIGHT WE…
Turn broad search
queries into satisfying
experiences of finding
and discovery?
21
UX research as the new kid in town
FEB
2014
MARCH
2014 MARCH
2015
JUNE
2015
JULY
2014
AUGUST
2014
● Etsy was founded in 2005
● No UX Research until 2014 (Thick data)
● Since 2010, data-driven design and evaluation (Big data)
RESEARCH
BRAND
DESIGN
PRODUCT
DESIGN
Etsy almost solely
relied on AI and
experimentation to frame
and solve problems.
PROBLEM HOW MIGHT WE…
Use this new research
capacity to help frame the
problem and build
a better product?
23
Jewelry
8M items
Necklaces
3M items
GOAL:
Observe “jewelry” search
behavior on- and off- Etsy
to introduce product teams
to shoppers’ expectations
and needs
TEST STIMULI:
- The Internet
- Self-guided searches
Contextual observation (2x)
Goals
1 2 3
UX Insights
Searching on Etsy is conceptually different
Goals
1 2 3
Highly visual
UX Insights
Searching on Etsy is conceptually different
“I’m not on track”
“I’m looking for something
to catch my eye”
Goals
1 2 3
Highly visual Use search to browse
UX Insights
Searching on Etsy is conceptually different
“I’m not on track”
“I’m looking for something
to catch my eye”
“6PM is like running into
the drugstore. On Etsy, I’m
always finding surprises.”
“It’s like watching Reality TV.
I like the process.”
Goals
1 2 3
Highly visual Use search to browse
UX Insights
Searching on Etsy is conceptually different
“I’m not on track”
“I’m looking for something
to catch my eye”
“6PM is like running into
the drugstore. On Etsy, I’m
always finding surprises.”
“It’s like watching Reality TV.
I like the process.”
FOMO
“Even if it were $10,000.
I want to know about it.”
“Patience on Etsy
is rewarded.”
Guiding Principles
Visual
Exploratory
Surprise
JOMO
E-Search
SINGLE CATEGORY: JEWELRY > NECKLACE CROSS-CATEGORY: MID-CENTURY MODERN, MOTHER’S DAY
Concept testing (2x)
Goals
1 2 3
UX Insights
Until items feel more similar than different, the more categorization the better
Goals
1 2 3
Less FOMO
UX Insights
"It lets me see how it's
organized and go on.
It guides you."
"It's nice the categories are right
here. It prompts me to narrow
down an extremely broad search."
Until items feel more similar than different, the more categorization the better
Goals
1 2 3
Less FOMO
UX Insights
"It lets me see how it's
organized and go on.
It guides you."
"It's nice the categories are right
here. It prompts me to narrow
down an extremely broad search."
Until items feel more similar than different, the more categorization the better
More intuitive
“I’m making more progress
with minimal effort.”
Goals
1 2 3
Less FOMO
UX Insights
"It lets me see how it's
organized and go on.
It guides you."
"It's nice the categories are right
here. It prompts me to narrow
down an extremely broad search."
Until items feel more similar than different, the more categorization the better
More intuitive
“I’m making more progress
with minimal effort.”
More “Etsy”
“Expands for me what is
on Etsy because I haven't
thought of that being
there.”
UX Vision
Find more, search less
Ye Olde Librarian Knowledge
Berrypicking
“the query is satisfied...by
a series of selections of individual
references and bits of
information at each stage of the
ever-modifying search...retrieval
of this sort is here called
berrypicking.”
Source: Marcia Bates (1989). "The Design of Browsing and Berrypicking
Techniques for the Online Search Interface."
UX Vision
Question:
Can we build that?
Jousting Windmills
43
Jewelry
“silver necklace”
AI Jewelry!
Query Classification
Query Classification
Document Classification
Jewelry > Necklaces > Charm Necklaces
Document Classification
49
Disaster
50
Goals
1 2 3
Data is Noisy
Disaster
AI
Data is Noisy
AI
Data is Noisy
54
“turtle costume”
55
“turtle costume”
56
“hose”
57
“hose”
58
“chair”
59
“chair”
Goals
1 2 3
Data is Noisy
Disaster
Expensive False
Positives
“sunglasses”
“shoes”
Goals
1 2 3
Data is Noisy
Disaster
Expensive False
Positives
Sellers Last
Sellers last
64
Jousting Windmills
UX RESEARCH
AI
Reboot
GOOD DATA USER AGENCY
Reboot
TAXONOMY
Reboot
UX RESEARCH
AI
UX+AI+TAXO
Reboot
69
A taxonomy to serve
both user groups
70
TAXONOMY
MERCH MARKETING POLICY
ENG MAKERS
LEGAL DATAUX
Hat?
● Handmade > Clothing > Dresses
● Handmade > Women > Clothing >
Dresses
● Handmade>Weddings>Dresses
● Vintage > Clothing > Dresses
● Vintage > Women > Clothing >
Dresses
● Weddings > Dresses
● Women > Clothing > Dresses
title
Knitting Technique
Glass Material
Geekery Subculture
Vintage Age
Children Who
Holidays When
Old Categories Aspect
Seller Control is Good UX
Not One. Two Taxonomies
Seller Control
Metadata is Emotional
Sellers
Buyers
Communication is Product
• Transparent
• Art not SEO
• Translatable
• Flexible
• Evolves
• Buyer Friendly
• Powers Structured Data
85
The Power of Two Taxonomies
AI +
Inventory
Data
Taxonomy
AI + Search
Epilogue
87
Takeaways
89
Data is queen.
90
TAKEAWAYS
AI is not enough.
91
TAKEAWAYS
Holistic solutions require
multi-disciplinary thinking.
92
TAKEAWAYS
Respect and trust your users.
93
TAKEAWAYS
Thanks!
Gio
giokincade@gmail.com
@giokincade
Jenny
jbenevento@etsy.com
@jennybento
Jill
jfruchter@etsy.com
@jillfruchter

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