1. ETSY
PROPOSAL
On-­Site
Trading
Feature
Peter
Brown
–
Advanced
Web
Design

2. PROBLEMS
1
With
Current
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
Peter
Brown
–
Advanced
Web
Design

3. PROBLEMS
2
With
Current
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
proKile
content
is
separated.
Peter
Brown
–
Advanced
Web
Design

4. IMPETUS
1
For
Proposal
How
can
shop
owners
increase
their
online
experience
with
Etsy?
• Currently,
shops
are
limited
to
selling
and
displaying
some
text
and
links.
• The
browsing
experience
is
tailored
towards
shopping,
not
networking
• Think
of
ways
to
expand
the
role
of
the
shop
owner
into
a
source
of
information
and
respect
Peter
Brown
–
Advanced
Web
Design

5. IMPETUS
2
For
Proposal
How
can
the
site
blend
the
role
of
producer
and
consumer?
• Etsy
should
Kind
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
Peter
Brown
–
Advanced
Web
Design

6. 1
PROPOSAL
Develop
a
new
item
trading
feature
that
builds
on
the
existing
community’s
voice
&
needs.
Find
a
way
to
Lit
this
feature
into
Etsy’s
existing
business
model.
Peter
Brown
–
Advanced
Web
Design

7. PRECEDENTS
1
Sites
that
Assess
Similar
Problems
Swaptree
• 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
Peter
Brown
–
Advanced
Web
Design

8. PRECEDENTS
2
Sites
that
Assess
Similar
Problems
Craigslist
• Informal
layout
and
interaction
• Varied
listings
• Anonymous
listings
and
contact
• Promotes
exploration
by
large
feed
• Familiar
interface
for
Craigslist
users
• Facilitates
needs
quickly
Peter
Brown
–
Advanced
Web
Design

9. PRECEDENTS
3
Sites
that
Assess
Similar
Problems
The
Freesound
Project
• Community-­based
music
service
• Upload
audio
samples
• Creative
commons
–
promotes
sharing
• Producers
and
consumers
are
blended
• Shared
content
Peter
Brown
–
Advanced
Web
Design

10. PRECEDENTS
4
Sites
that
Assess
Similar
Problems
EtsyTraders
• Created
by
Etsy
Community
• Database
of
users
willing
to
trade
• Listings
and
discussion
on
barter
and
trade
• Items
on
shops
have
‘tradable’
in
title
Peter
Brown
–
Advanced
Web
Design

11. PRECEDENTS
5
Sites
that
Assess
Similar
Problems
Caretotrade
• Trade
and
barter
features
• Focus
on
housing
market
• Clean
interface/functionality
• Limited
depth
as
standalone
service
Peter
Brown
–
Advanced
Web
Design

12. PRECEDENTS
6
Sites
that
Assess
Similar
Problems
TradeAway
• Post
and
request
items/services
• Informal
methods
of
interaction
• Promotes
browsing
and
exploration
Peter
Brown
–
Advanced
Web
Design

13. PRECEDENTS
7
Sites
that
Assess
Similar
Problems
Etsy
Trade-­‐A-­‐Holics
• Trading
blog
for
Etsy
users
• Showing
shops
that
are
willing
to
trade
• Highlighting
new
items
for
trade/swap
• Developed
by
existing
Etsy
members
Peter
Brown
–
Advanced
Web
Design

14. PRECEDENTS
8
Sites
that
Assess
Similar
Problems
Wikipedia
• Community-­produced
content
• Producers
are
also
consumers
• Informal
watchdog
groups
Peter
Brown
–
Advanced
Web
Design

15. PRECEDENTS
9
Sites
that
Assess
Similar
Problems
AtOncer
• Site
functionality
divided
by
task
(buy,
sell
trade)
• Users
must
be
members
to
see
trading
section
• Trading
isn’t
a
main
focus
to
the
site’s
identity
but
is
a
welcomed
addition
Peter
Brown
–
Advanced
Web
Design

16. PRECEDENTS
10
Sites
that
Assess
Similar
Problems
Last.fm
• 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
Peter
Brown
–
Advanced
Web
Design

17. COMMUNITY
1
Response
to
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)
Peter
Brown
–
Advanced
Web
Design

18. COMMUNITY
2
Response
to
Problem
• Using
seller’s
feedback
to
assess
trust
and
security
• Using
shop
bio
to
advertise
openness
to
trading
• Issues
with
bartering
versus
Kixed-­price
trading
Peter
Brown
–
Advanced
Web
Design

19. COMMUNITY
3
Response
to
Problem
The
community
has
voiced
that
adding
a
trading
feature
to
the
site
would
be
a
welcome
enhancement.
Many
users
already
trade
informally.
Peter
Brown
–
Advanced
Web
Design

20. COMMUNITY
4
Response
to
Problem
However,
they
have
complained
that
the
inherent
problems
to
trading
are
not
wanting
what
the
other
seller
is
offering,
lack
of
trust
and
not
making
a
‘sale.’
Peter
Brown
–
Advanced
Web
Design

21. PERSONAS
1
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.
Peter
Brown
–
Advanced
Web
Design

22. PERSONAS
2
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.’
Peter
Brown
–
Advanced
Web
Design

23. TRADING
2
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
Peter
Brown
–
Advanced
Web
Design

24. BENEFITS
1
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
Peter
Brown
–
Advanced
Web
Design

25. DOWNSIDES
1
Of
Trading
• Issues
of
trust
• Items
traded
away
from
potential
buyers
• Divisions
between
selling
community
and
passive
shoppers
• Economic
Sustainability
for
shop
owners
Peter
Brown
–
Advanced
Web
Design

26. SOLUTIONS
1
Strategies
&
Initial
Ideas
Optional
trading
feature
for
users
who
are
interested
• Won’t
force
the
user
to
implement
the
feature
if
it
doesn’t
Kit
their
intentions
• Similar
to
adding
a
shop
as
a
Kirst
time
user;
won’t
affect
main
experience
• Added
functionality
on
sellers’
proKiles
Peter
Brown
–
Advanced
Web
Design

27. SOLUTIONS
2
Strategies
&
Initial
Ideas
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
Peter
Brown
–
Advanced
Web
Design

28. SOLUTIONS
3
Strategies
&
Initial
Ideas
Integrated
traders’
blog/page
• Keep
users
on
Etsy
by
adding
a
resource
of
all
shop
owners
who
are
interested
in
making
trades
with
other
users
• On-­site
resource
as
a
response
to
trading
blogs
such
as
EtsyTraders
• Allow
users
to
still
trade
informally,
but
facilitate
the
interaction
on
Etsy
Peter
Brown
–
Advanced
Web
Design

29. SOLUTIONS
4
Strategies
&
Initial
Ideas
Improve
seller
proLiles.
• Add
customization
options
to
deepen
shop
owners
level
of
investment.
• Streamline
item
listing
process
as
well
as
having
to
re-­list
items.
• Implement
a
user
feed
of
recently
purchased
items
and
favorites
Peter
Brown
–
Advanced
Web
Design

30. CONCLUSIONS
1
Where
does
Etsy
come
in?
Feature
has
to
be
4inancially
lucrative
for
Etsy.
• 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.
Peter
Brown
–
Advanced
Web
Design

31. CONCLUSIONS
2
Where
does
Etsy
come
in?
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.
Peter
Brown
–
Advanced
Web
Design

32. CONCLUSIONS
2
Where
does
Etsy
come
in?
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
–
Advanced
Web
Design