a taxonomist, a software engineer, and a ux researcher walk into a bar: bridging ai and user...
TRANSCRIPT
Bridging AI and UX Methods at Etsy_________
IA SummitMarch 25, 2017
GioStaff Engineer
JennyTaxonomist
JillStaff UX
Researcher
Etsy is a global marketplace where people around the world connect,both online and offline, to make, sell and buy unique goods.
3
By the Numbers
1.7Mactive sellersAS OF DECEMBER 31, 2016
28Mactive buyersAS OF DECEMBER 31, 2016
$2.84Bannual GMS
IN 2016
45+Mitems for sale
AS OF DECEMBER 31, 2016
Photo by Kirsty-Lyn Jameson
SELLERPursues craft, grows business
ETSYInvests in the platform and delivers a global base of buyers
ETSYFacilitates the
transaction
BUYERFinds unique
goods that are hard to find
elsewhere
ETSY EMPOWERMENT LOOPETSY EMPOWERMENT LOOP
6
SELLERPursues craft, grows business
ETSYInvests in the platform and delivers a global base of buyers
ETSYFacilitates the
transaction
BUYERFinds unique
goods that are hard to find
elsewhere
ETSY EMPOWERMENT LOOPETSY EMPOWERMENT LOOP
7
SEARCH
“e-Search”A case study
8
Frame the problem
“E-Search” - A case study
WINTER 2015
Iterative evaluation
Concepttesting
SPRING 2014 SUMMER 2014
“E-Search” - A Case Study
Parallel streams of effort
UX RESEARCH
UX Research
13
Etsy.com
What are people shopping for on Etsy?
People shop for ideas on Etsy
17
GIFTS LIFE EVENTS SEASONAL CELEBRATIONSSTYLE/EMOTION POP CULTURE/
TRENDS
NOT “known item” searches
People shop for ideas on Etsy
18
GIFTS LIFE EVENTS STYLE/EMOTION
NOT “known item” searches
Often, using broad, thematic search terms
SEASONALCELEBRATIONS
POP CULTURE/TRENDS
Framing the problem
19
Existing “browse”pages were low performers, i.e.
not converting.
PROBLEM HOW MIGHT WE…
Make finding on Etsy easier with a combination
of search & browse improvements?
20
Customers are doing broad searches and
getting “overwhelmed” with search results.
PROBLEM HOW MIGHT WE…
Turn broad search queries into satisfying experiences of finding
and discovery?
21
UX research as the new kid in town
FEB2014
MARCH2014 MARCH
2015JUNE2015
JULY2014
AUGUST2014
● Etsy was founded in 2005
● No UX Research until 2014 (Thick data)
● Since 2010, data-driven design and evaluation (Big data) RESEARCH
BRAND DESIGN
PRODUCT DESIGN
Etsy almost solely relied on AI and
experimentation to frame and solve problems.
PROBLEM HOW MIGHT WE…
Use this new research capacity to help frame the
problem and build a better product?
23
Jewelry8M items
Necklaces3M items
GOAL:
Observe “jewelry” search behavior on- and off- Etsy to introduce product teams to shoppers’ expectations and needs
TEST STIMULI:
- The Internet
- Self-guided searches
Contextual observation (2x)
Goals
1 2 3
UX InsightsSearching on Etsy is conceptually different
Goals
1 2 3
Highly visual
UX InsightsSearching on Etsy is conceptually different
“I’m not on track”
“I’m looking for something to catch my eye”
Goals
1 2 3
Highly visual Use search to browse
UX InsightsSearching on Etsy is conceptually different
“I’m not on track”
“I’m looking for something to catch my eye”
“6PM is like running into the drugstore. On Etsy, I’m always finding surprises.”
“It’s like watching Reality TV. I like the process.”
Goals
1 2 3
Highly visual Use search to browse
UX InsightsSearching on Etsy is conceptually different
“I’m not on track”
“I’m looking for something to catch my eye”
“6PM is like running into the drugstore. On Etsy, I’m always finding surprises.”
“It’s like watching Reality TV. I like the process.”
FOMO
“Even if it were $10,000. I want to know about it.”
“Patience on Etsy is rewarded.”
Guiding Principles
VisualExploratory
SurpriseJOMO
E-Search
SINGLE CATEGORY: JEWELRY > NECKLACE CROSS-CATEGORY: MID-CENTURY MODERN, MOTHER’S DAY
Concept testing (2x)
Goals
1 2 3
UX InsightsUntil items feel more similar than different, the more categorization the better
Goals
1 2 3
Less FOMO
UX Insights
"It lets me see how it's organized and go on.
It guides you."
"It's nice the categories are right here. It prompts me to narrow
down an extremely broad search."
Until items feel more similar than different, the more categorization the better
Goals
1 2 3
Less FOMO
UX Insights
"It lets me see how it's organized and go on.
It guides you."
"It's nice the categories are right here. It prompts me to narrow
down an extremely broad search."
Until items feel more similar than different, the more categorization the better
More intuitive
“I’m making more progress with minimal effort.”
Goals
1 2 3
Less FOMO
UX Insights
"It lets me see how it's organized and go on.
It guides you."
"It's nice the categories are right here. It prompts me to narrow
down an extremely broad search."
Until items feel more similar than different, the more categorization the better
More intuitive
“I’m making more progress with minimal effort.”
More “Etsy”
“Expands for me what is on Etsy because I haven't
thought of that being there.”
UX Vision
Find more, search less
Ye Olde Librarian Knowledge
Berrypicking
“the query is satisfied...by a series of selections of individual
references and bits of information at each stage of the ever-modifying search...retrieval
of this sort is here called berrypicking.”
Source: Marcia Bates (1989). "The Design of Browsing and Berrypicking Techniques for the Online Search Interface."
UX Vision
Question: Can we build that?
Jousting Windmills
43
Jewelry
“silver necklace” AI Jewelry!
Query Classification
Query Classification
Document Classification
Jewelry > Necklaces > Charm Necklaces
Document Classification
49
Disaster
50
Goals
1 2 3
Data is Noisy
Disaster
AI
Data is Noisy
AI
Data is Noisy
54
“turtle costume”
55
“turtle costume”
56
“hose”
57
“hose”
58
“chair”
59
“chair”
Goals
1 2 3
Data is Noisy
Disaster
Expensive False Positives
“sunglasses”
“shoes”
Goals
1 2 3
Data is Noisy
Disaster
Expensive False Positives
Sellers Last
Sellers last
64
Jousting Windmills
UX RESEARCH
AI
Reboot
GOOD DATA USER AGENCY
Reboot
TAXONOMY
Reboot
UX RESEARCH
AIUX+AI+TAXO
Reboot
69
A taxonomy to serve both user groups
70
TAXONOMY
MERCH MARKETING POLICY
ENG MAKERS
LEGAL DATAUX
Hat?
● Handmade > Clothing > Dresses● Handmade > Women > Clothing >
Dresses● Handmade>Weddings>Dresses● Vintage > Clothing > Dresses● Vintage > Women > Clothing >
Dresses● Weddings > Dresses● Women > Clothing > Dresses
titleKnitting Technique
Glass Material
Geekery Subculture
Vintage Age
Children Who
Holidays When
Old Categories Aspect
Seller Control is Good UX
Not One. Two Taxonomies
Seller Control
Metadata is Emotional
Sellers
Buyers
Communication is Product
• Transparent
• Art not SEO
• Translatable
• Flexible
• Evolves
• Buyer Friendly
• Powers Structured Data
85
The Power of Two Taxonomies
AI + Inventory
Data
TaxonomyAI + Search
Epilogue
87
Takeaways
89
Data is queen.
90
TAKEAWAYS
AI is not enough.
91
TAKEAWAYS
Holistic solutions require multi-disciplinary thinking.
92
TAKEAWAYS
Respect and trust your users.
93
TAKEAWAYS
Thanks!
