What features could be added to Etsy's mobile app to improve the shopping experience for on-the-go customers?

Introduction

To improve the shopping experience for on-the-go customers using Etsy's mobile app, we need to focus on enhancing features that cater to the unique needs of mobile users. I'll approach this by first clarifying our objectives, then analyzing user segments and pain points, generating solutions, and finally prioritizing and measuring our proposed improvements.

Step 1

Clarifying Questions (5 mins)

• Looking at Etsy's position as a marketplace for unique and handmade items, I'm thinking about the balance between browsing and targeted shopping. Could you help me understand the current split between users who come to the app with a specific purchase in mind versus those who are casually browsing?

Why it matters: This will help us determine whether to focus on improving search and filtering capabilities or enhancing discovery features. Expected answer: About 60% browsing, 40% targeted shopping. Impact on approach: If browsing is dominant, we'd prioritize features that enhance serendipitous discovery and engagement.

• Considering the mobile context, I'm curious about the typical usage patterns. Can you share insights on the average session duration and frequency of app opens for our mobile users?

Why it matters: This information will guide us in optimizing the user experience for either quick, frequent interactions or longer, immersive sessions. Expected answer: Average session duration of 8 minutes, with users opening the app 3-4 times a week. Impact on approach: Short, frequent sessions would lead us to focus on quick access to key features and personalized recommendations.

• Given Etsy's unique position in handmade and vintage items, I'm wondering about the current conversion rate on mobile compared to desktop. Do we see a significant difference, and if so, what are the primary factors contributing to this gap?

Why it matters: This will help us identify if there are mobile-specific barriers to purchase that we need to address. Expected answer: Mobile conversion rate is 20% lower than desktop, primarily due to checkout friction and limited product information display. Impact on approach: We'd prioritize streamlining the mobile checkout process and improving product information presentation.

• Considering the competitive landscape, I'm interested in understanding how Etsy's mobile app performance compares to other e-commerce platforms. Are there any specific areas where we're falling behind or excelling?

Why it matters: This will help us benchmark our app and identify areas for improvement or differentiation. Expected answer: We excel in seller-buyer communication but lag in AR/VR features for product visualization. Impact on approach: We might focus on enhancing our strengths while also exploring innovative features to close the gap with competitors.