Etsy, Seller Performance Initiative
Product design
Make the Etsy selling platform the best place for sellers to grow their businesses.
Key results
→ Repeat purchase rate
→ Orders per buyer
Broad outcome
Buyers have better experiences with Etsy sellers, growing their trust in the marketplace.
Buyer outcomes
In order to achieve the broad outcome, I worked with my PM to establish buyer outcomes we would measure in relation to our goals.
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As a buyer, the Star Seller badge gives me greater confidence in the Etsy marketplace as a whole, which helps me to invest greater trust in Etsy as a place to shop.
Key result → Orders per buyer
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As a buyer, the Star Seller badge motivates me to pick one seller over another when I’m on a shopping mission.
Key result → Percent (%) of GMS that goes to Star Sellers
How might we…
Iterate on the application of the star seller badge and its signals to increase awareness of the program for buyers.
Star seller buyer motivation
We saw a lift on percent of browsers ordering from Star Sellers. This suggests that when buyers are better educated on what a Star Seller is, they are more likely to make a purchase from that seller.
Metric-specific badging
on shop home
The experiment had no detectable impact on general purchasing metrics.
Badge variants survey
Less than 20% of respondents noticed the Star Seller badge.
In a following experiment, the updated styling of the Star Seller badge was noticed about twice as often (36%) as in the previous (17%).
Results
Launched Auto-Reply feature with a 9% adoption rate in the first month of launch
Launched Star Seller search filter, increasing conversion by 3% during the experiment period
Role details
Role: Lead product designer,
Seller performance
Year: 2022
Remote
Thrived in a test & iterate environment; delivered on quick wins and key learnings
Collaborated cross-functionally in product discovery and delivery modes
Conducted user research and analyzed data in parallel with data science team
Received Guiding Principle Award: We commit to our craft
With over 10 years’ experience, I have a lot more to show.