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Final, refined presentation proposing an on-site trading feature for Etsy.com
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On-‐Site Trading Feature Problems Proposal User Scenarios Prototypes
ETSY:
Peter Brown MICA -‐ Advanced Web Design
2010
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
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.
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
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.
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)
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
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.
Personas Designing for needs
• Catering to different types of people
• Recognizing a need within the community
• Trading will go on regardless if feature is implemented.
• There are sellers looking to interact with other shops on a deeper level.
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.’
Precedents
• Trading blog for Etsy users • Showing shops that are willing to trade • Highlighting new items for trade/swap • Developed by existing Etsy members
Etsy Trade-‐A-‐Holics • Created by Etsy Community • Database of users willing to trade • Listings and discussion on barter and trade • Items on shops have ‘tradable’ in title
Etsy Traders Blog
Precedents
• Trade and barter features • Focus on housing market • Clean interface/functionality • Limited depth as standalone service
Caretotrade • Post and request items/services • Informal methods of interaction • Promotes browsing and exploration
TradeAway
• Site functionality divided by task (buy, sell trade) • Trading isn’t a main focus to the site’s identity but is a welcomed addition
atOncer
Precedents
• Community-produced content • Producers are also consumers • Informal watchdog groups
Wikipedia • Trade music, books, DVDs, games etc. • Post items you own • Search by items wanted or items owned • Database makes connections for the user • Great business model
Swaptree • Informal layout and interaction • Varied listings • Anonymous listings and contact • Promotes exploration by large feed • Familiar interface for Craigslist users • Facilitates needs quickly
Craigslist
Precedents
• Community-based music service • Track songs played from computer • Use community’s listening history to make connections and relationships to new music • User-generated artist information and showtimes
Last.fm • Community-produced content • Producers are also consumers • Informal watchdog groups
Wikipedia • Community-based music service • Upload audio samples • Creative commons – promotes sharing • Producers and consumers are blended • Shared content
Freesound
Trading on-site versus off-site
• Protection through Paypal, etc. • Price is locked-in • Increase feedback score • Strengthen community • Etsy retains hosting fee • Potential for more normal sales
On Etsy Off Etsy • Anonymity • Lack of purchase protection • No standardization • Etsy is not involved • External sites/services • User loyalty suffers
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
Downsides of trading
• Issues of trust • Items traded away from potential buyers • Divisions between selling community and passive shoppers • Economic Sustainability for shop owners
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
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
Mockups
• Log into your account
• Go to “Your Etsy” section
• Look for “Trading Setup” on the left-side nav
Mockups
• You’re given a few options for this feature
• Slide the button to activate the shop
• Select items that will be eligible for trade
• The Trade Cart icon will appear on the top
Mockups
• You can also set items as tradable in the “Currently for Sale” section.
• Check and uncheck the “T” icon next to items
Mockups
• Items that are open to be traded are given the tag “totrade,” making it easy to search only for tradable products.
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.
Mockups
• Select whether you’d like to offer store credit or an item from your store
• Click “Request” to move onto the messaging window.
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
User-Scenario Login
Requesting a Trade
Go to “Your Etsy”
Have a store?
yes no
Go to trading setup
Set up a store in se9ngs Ac<vate trading
feature
Select items for trade
Search by “totrade” tag
Shop as normal
Add item to trade cart
Go to trade cart on top
Trade for
credit
Trade for item
Hit ‘request’
Fill out message form
Send request to seller
Approved? yes
no
Complete transac<on as normal
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.
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.
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.
Peter Brown MICA -‐ Advanced Web Design
2010
Thanks