Seller success with data-driven insights

Etsy

Seller success with data-driven insights

Creating a system of personalized insights to motivate Etsy sellers to take growth actions.

Project Overview

Personalized, data-driven insights drive growth for Etsy. We figured out how to leverage them at scale.

After several experiments with personalized shop insights that I designed to drive adoption of growth tools, we knew that insights were positive drivers of growth for sellers and for Etsy. To enable other designers and teams to drive adoption for their initiatives, I created and led governance for a flexible and streamlined seller insights engine, enabling sellers to receive the right data-driven nudges to take their next best action without overwhelming them with competing messages.

Additionally, I developed an internal seller communications map to align messaging across teams, streamlining communication types and design patterns to create a more cohesive and effective seller experience.

The Challenge

How might we show sellers their next-best, most impactful growth action for their unique shop?
How might we set guidelines for teams to launch new insights in the seller insights module and system to ensure quality and seller trust?
How might we help sellers focus on the most important information on their dashboards and key shop manager pages, amidst the many messages internal teams have to send them?

Impact

At least 5 teams used our governance model to launch new insights into the system we created, generating wins for Etsy while ensuring sellers received compelling asks that were most relevant to them. This governance model and seller communications map created a better seller experience, and empowered designers to work more efficiently in delivering their messages and asks to sellers.