Etsy Custom Design

OBJECTIVE: I was part of a team tasked with solving a two-pronged problem for Etsy's mobile app: we needed to create a function that would allow buyers to submit custom orders and allow multiple artisans to bid on orders submitted.

Project: Etsy Custom Design App

Team: Dylan Ginoza, Omri Nir, Jared Miller, Milton Lin

Role: User research, wireframe annotations

Time Frame: Two weeks

Competition

I helped conduct competitive analysis which found that Etsy was lagging behind two large competitors, Zazzle and CafePress, both of whom allowed custom orders on a mobile platform.

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Improvement Journey

I took part in creating two separate user journeys, one for the buyer and one for the seller. The main pain points were poor options for filtering through sellers and problems communicating with the seller once on order was placed. For the seller or artisan, the primary pain point was communication issues once the product order was requested.

Trending Now

Interviews I conducted with buyers and sellers yielded several shared trends, most prominently that sellers should have some degree of creative freedom and that communications between buyers and sellers should happen by email.

Go With The Flow

Based on the user research, I collaborated on simple user flow iterations for submitting custom designs, submitting bids on those designs and accepting submitted bids.

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Initial Design - Buyer

I collaborated on creating a series of low-fidelity wireframes to illustrate the custom design buyer flow. The designs were based upon the trends from user interviews. The buyer was taken from the entry point of the custom design function, filling out a form, receiving confirmation, checking on bids received for that order, then choosing a bid to accept.

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Final Design - Buyer

I took a lead role in annotations for the hi-fi wireframes. Several pages were added at this step to reflect results gleaned from further user testing with the low-fidelity wireframes. A page was added that let the user review their order before submitting it. Another page was added showing a rollover-left menu where the buyer could navigate to the bids-submitted page. The last page was an addition that let the buyer visit the seller's Etsy store page to see other items that seller had available to compare styles.

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Initial Design - Seller

The low-fi wireframes were not nearly as involved for the seller flow. The first part of the wireframes incorporated the design already present on the Etsy app, then added new designs for a form to place a bid and check design requests.

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Final Design - Seller

The final hi-fi wireframes for the seller flow adhered quite closely the low-fidelity wireframes. I took the lead role in writing annotations for these wireframes as well.

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