Final, refined presentation proposing an on-site trading feature for Etsy.com

1. ETSY:
On-­‐Site
Trading
Feature
Problems
Proposal
User
Scenarios
Prototypes
Peter
Brown
MICA
-­‐
Advanced
Web
Design
2010

2. Problems
with
current
model/design
• Many
shop
owners
are
also
buyers.
• Etsy
fosters
a
community
while
at
the
same
time
promoting
a
competitive
sales
environment.
• There
are
multiple
types
of
users,
each
having
different
needs
and
expectations
based
on
their
interests
and
personalities

3. Problems
with
current
model/design
• Users
have
expressed
interest
in
added
functionality
and
communication
between
one-­another.
• Sellers/members
are
forming
off-­site
services
to
facilitate
needs
• Store
and
proAile
content
is
separated.

4. Impetus
for
proposal
How
can
the
site
blend
the
role
of
producer
and
consumer?
• Find
ways
to
cater
to
those
who
both
buy
and
sell
• Explore
different
types
of
users’
experiences
on
the
site
• Build
a
stronger
on-­site
community

5. Proposal
Develop
a
new
item
trading
feature
that
builds
on
the
existing
community’s
voice
&
needs.
Find
a
way
to
Nit
this
feature
into
Etsy’s
existing
model.

6. Community
responses
to
the
problem
• Off-­site
blogs
and
community
sites
such
as
EtsyTraders
and
the
Trade-­A-­Holics
• Members
trading
via
private
messaging
and
other
websites
• Forums
and
Discussion
Boards
(Debates/tips
on
subject)

7. Community
responses
to
the
problem
• Using
seller’s
feedback
to
assess
trust
and
security
• Using
shop
bio
to
advertise
openness
to
trading
• Issues
with
bartering
versus
Aixed-­price
trading

8. Community
responses
to
the
problem
The
community
has
voiced
that
adding
a
trading
feature
to
the
site
would
be
a
welcome
enhancement.
Many
users
already
trade
informally.

9. Personas
Designing
for
needs
• Catering
to
different
types
of
people
• Recognizing
a
need
within
the
community
• rading
will
go
on
regardless
if
feature
is
implemented.
T
• There
are
sellers
looking
to
interact
with
other
shops
on
a
deeper
level.

10. Personas
Designing
for
needs
• Those
who
are
willing
to
trade
items
are
also
willing
to
connect
with
the
community
past
a
quick
transaction
• Shop
owner
who
is
an
active
buyer
on
the
site.
Wants
to
use
their
own
goods
as
‘currency.’

11. Precedents
Etsy
Traders
Blog
Etsy
Trade-­‐A-­‐Holics
• Created
by
Etsy
Community
• Trading
blog
for
Etsy
users
• Database
of
users
willing
to
trade
• Showing
shops
that
are
willing
to
trade
• Listings
and
discussion
on
barter
and
trade
• Highlighting
new
items
for
trade/swap
• Items
on
shops
have
‘tradable’
in
title
• Developed
by
existing
Etsy
members

12. Precedents
Caretotrade
TradeAway
• Trade
and
barter
features
• Post
and
request
items/
• Focus
on
housing
market
services
atOncer
• Clean
interface/functionality
• Informal
methods
of
• Limited
depth
as
standalone
interaction
• Site
functionality
service
• Promotes
browsing
and
divided
by
task
(buy,
exploration
sell
trade)
• rading
isn’t
a
main
T
focus
to
the
site’s
identity
but
is
a
welcomed
addition

13. Precedents
Swaptree
Craigslist
• rade
music,
books,
T • Informal
layout
and
interaction
DVDs,
games
etc.
• Varied
listings
Wikipedia
• Post
items
you
own
• Anonymous
listings
and
contact
• Community-­produced
content
• Search
by
items
• Promotes
exploration
by
large
wanted
or
items
• Producers
are
also
consumers
feed
owned
• Informal
watchdog
groups
• Familiar
interface
for
Craigslist
• Database
makes
users
connections
for
the
• Facilitates
needs
quickly
user
• Great
business
model

14. Precedents
Last.fm
Freesound
Wikipedia
• Community-­based
music
service
• Community-­based
music
• Community-­produced
content
• Track
songs
played
from
service
• Producers
are
also
consumers
computer
• Upload
audio
samples
• Informal
watchdog
groups
• Use
community’s
listening
• Creative
commons
–
history
to
make
connections
and
promotes
sharing
relationships
to
new
music
• Producers
and
consumers
• User-­generated
artist
are
blended
information
and
showtimes
• Shared
content

15. Trading
on-­site
versus
off-­site
On
Etsy
Off
Etsy
• Protection
through
Paypal,
etc.
• Anonymity
• Price
is
locked-­in
• Lack
of
purchase
protection
• Increase
feedback
score
• No
standardization
• Strengthen
community
• Etsy
is
not
involved
• Etsy
retains
hosting
fee
• External
sites/services
• Potential
for
more
normal
sales
• User
loyalty
suffers

16. Bene=its
of
trading
• Self-­Promotion
• Cross-­user
marketing
• Richer
community
• Using
items/goods
as
currency
• Deeper
investment
with
site
and
services
• Support
for
fellow
shops/users

17. Downsides
of
trading
• Issues
of
trust
• Items
traded
away
from
potential
buyers
• Divisions
between
selling
community
and
passive
shoppers
• Economic
Sustainability
for
shop
owners

18. Solutions
Optional
trading
feature
for
users
who
are
interested
• Won’t
force
the
user
to
implement
the
feature
if
it
doesn’t
Ait
their
intentions
• Similar
to
adding
a
shop
as
a
Airst
time
user;
won’t
affect
main
experience
• Added
functionality
on
sellers’
proAiles

19. Solutions
Gain
store
credit
instead
of
making
a
typical
trade.
• If
a
user
uses
the
trade
feature
and
buys
an
item
from
your
shop,
you
are
credited
the
same
amount
of
money
to
use
at
their
shop.
• Moves
away
from
the
conventional
idea
of
trading
• Etsy
still
makes
a
cut
from
the
items
being
hosted

20. Mockups
• Log
into
your
account
• Go
to
“Your
Etsy”
section
• ook
for
“Trading
Setup”
L
on
the
left-­side
nav

21. Mockups
• You’re
given
a
few
options
for
this
feature
• lide
the
button
to
S
activate
the
shop
• elect
items
that
will
be
S
eligible
for
trade
• he
Trade
Cart
icon
will
T
appear
on
the
top

22. Mockups
• You
can
also
set
items
as
tradable
in
the
“Currently
for
Sale”
section.
• Check
and
uncheck
the
“T”
icon
next
to
items

23. Mockups
• Items
that
are
open
to
be
traded
are
given
the
tag
“totrade,”
making
it
easy
to
search
only
for
tradable
products.

24. Mockups
• Shop
as
you
normally
would,
once
you’ve
activated
trading
on
your
page.
• To
request
a
trade
for
this
item,
click
the
T
icon
next
to
the
cart
button.

25. Mockups
• Select
whether
you’d
like
to
offer
store
credit
or
an
item
from
your
store
• Click
“Request”
to
move
onto
the
messaging
window.

26. Mockups
• Choose
the
amount
of
store
credit
• Type
a
message
to
the
seller
• Sending
the
request
goes
to
the
seller
for
approval
• Seller’s
reply
appears
in
“Conversations”
page

27. User-­Scenario
Requesting
a
Trade
Search
by
Shop
as
Add
item
to
Login
Go
to
“Your
Etsy”
“totrade”
tag
normal
trade
cart
Have
a
store?
Go
to
trade
cart
on
top
Set
up
a
store
no
yes
in
se9ngs
Ac<vate
trading
feature
Trade
Trade
for
for
credit
item
Go
to
trading
Select
items
setup
for
trade
Hit
‘request’
no
yes
Send
request
Fill
out
message
Approved?
to
seller
form
Complete
transac<on
as
normal

28. Conclusions
Feature
has
to
be
=inancially
lucrative.
• Ensure
that
only
items
that
have
already
been
listed
are
eligible
for
trade
and
swap.
• The
feature
has
to
make
sense
within
the
site.
Adding
it
without
considering
the
context
in
which
it
‘lives’
will
make
it
lose
all
relevancy
with
the
community.
• Develop
ways
for
the
act
of
trading
to
compensate
the
website
in
a
similar
way
to
the
fees
for
posting
items.

29. Conclusions
If
items
are
going
to
be
traded
regardless,
the
feature
should
be
realized.
• The
community
has
made
it
clear
that
trading
is
a
necessary
aspect
to
homemade
good
creation
and
sale.
• Find
a
balance
between
catering
to
the
needs
of
the
community
while
retaining
a
solid
identity
and
model
for
sales.

30. Conclusions
A
trading
feature
has
the
potential
to
lead
more
passive
buyers
to
become
shop
owners
themselves.
• Giving
a
select
users
a
special
type
of
functionality
builds
an
incentive
to
sell
• Shoppers
may
become
sellers
to
be
able
to
deepen
there
experience
on
the
site
• Inevitably,
this
phenomenon
could
help
Etsy
gain
more
items
being
listed
sales
being
made
over
time.

31. Thanks
Peter
Brown
MICA
-­‐
Advanced
Web
Design
2010