Brenna Lynch: Crafting Insights - How Etsy does research outside the lab
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Crafting Insights: How Etsy Does Research Outside the Lab BRENNA LYNCH UX RESEARCH MANAGER
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Transcript of Brenna Lynch: Crafting Insights - How Etsy does research outside the lab
Crafting Insights: How Etsy Does Research Outside the Lab BRENNA LYNCH
UX RESEARCH MANAGER
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21%
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2014 ETSY PROGRESS REPORT
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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
AGENDA
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The Etsy research team
Ethnographic research
Mobile diary study
Prototype groups
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The Etsy research team
Shop: MinPinShop
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12
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2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
# of
rese
arch
ers
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 SURVEY
95% of sellers run their Etsy
shop from home 2014 ETSY SELLER SURVEY
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HOW AN ETSY SELLER SPENDS HER TIME
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2014 ETSY SELLER SURVEY
ShippingOther
Marketing
Communications
Accounting
Inventory Management
Making
ROLLING RESEARCH SESSIONS
11Photo by someone?
CHALLENGES
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A/B testing Context and workflow
CHALLENGES
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A/B testing Context and workflow
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Ethnographic research
Shop: MinPinShop
ETHNOGRAPHIC RESEARCH
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Shop: MarinskiHeartmades
ETHNOGRAPHIC RESEARCH
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SECTION TITLE
17Shop: MsSpanner
Intro Text
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Mobile diary study
Shop: MinPinShop
MOBILE DIARY STUDY
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MOBILE DIARY STUDY
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ROUNDUP
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ROUNDUP
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FINDINGS
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Customer service Undiscoverable features
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Prototype groups
Shop: MinPinShop
PROTOTYPE GROUPS
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Shop: harllee
PROTOTYPE GROUPS
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PROTOTYPE GROUP
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PROTOTYPE GROUP
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PROTOTYPE GROUP
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PROTOTYPE GROUP
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In conclusion
Shop: MinPinShop
OUR APPROACH
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Rolling 1:1s
Ethno Ethno
Diary study
Prototype group
Rolling 1:1s Rolling 1:1s Rolling 1:1s
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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
Thank you.
Brenna Lynch @brennybot
