Video Adoption
Details
Etsy • 2023 • Product Designer
Details
Etsy • 2023 • Product Designer
XFN
PM, EM, Eng, Ads Leadership, Seller Experience Teams
XFN
PM, EM, Eng, Ads Leadership, Seller Experience Teams
Ownership
Phased experimentation, workshop and strategy development, cross-team coordination
Ownership
Phased experimentation, workshop and strategy development, cross-team coordination
With over 100M items on Etsy, a listing video is a quick differentiator, yet less than 15% of active listings had one. My goal was to drive more uploads while building a longer-term video strategy.
With over 100M items on Etsy, a listing video is a quick differentiator, yet less than 15% of active listings had one. My goal was to drive more uploads while building a longer-term video strategy.
Impact
$1.4M+ quarterly GMS
Impact
$1.4M+ quarterly GMS
231,000+ videos uploaded
231,000+ videos uploaded
3 experiments designed across 5 weeks
3 experiments designed across 5 weeks
Facilitated 24-person workshop
Facilitated 24-person workshop
~40 feature ideas generated and grouped
~40 feature ideas generated and grouped
Impact
20hr per deal efficiency gain (35hrs → 15hrs)
Audit-ready documentation
Streamlined deal cycle
We knew listings with video get 2x as many orders. But sellers didn't believe it, with less than 28% of them using videos. My goal was to drive more uploads while building a longer-term video strategy. We believe sharing the value of video with Sellers will result in more video uploads to their listings.
We knew listings with video get 2x as many orders. But sellers didn't believe it, with less than 28% of them using videos. My goal was to drive more uploads while building a longer-term video strategy. We believe sharing the value of video with Sellers will result in more video uploads to their listings.
To move efficiently, I ran two parallel tracks: progressive experimentation for immediate GMS impact, and a facilitated discovery to build a durable roadmap.
To move efficiently, I ran two parallel tracks: progressive experimentation for immediate GMS impact, and a facilitated discovery to build a durable roadmap.
I designed three multivariate experiments targeting different placements, increasingly personalized messaging, and building on previous learnings. Each placement lived outside my team's scope, so I coordinated with three partner teams to surface constraints early and keep iterations moving.
I designed three multivariate experiments targeting different placements, increasingly personalized messaging, and building on previous learnings. Each placement lived outside my team's scope, so I coordinated with three partner teams to surface constraints early and keep iterations moving.
In parallel with experimentation I facilitated a 24-person discovery workshop to inform longer-term video strategy. Day 1 focused on insight collection while Day 2 was for idea generation.
In parallel with experimentation I facilitated a 24-person discovery workshop to inform longer-term video strategy. Day 1 focused on insight collection while Day 2 was for idea generation.
The workshop generated ~40 feature ideas which team leads and I prioritized into five themes and eight features. This informed the majority of the upcoming roadmap in just 3 weeks. I also drafted initial video quality guidelines grounded in existing knowledge and research findings.
The workshop generated ~40 feature ideas which team leads and I prioritized into five themes and eight features. This informed the majority of the upcoming roadmap in just 3 weeks. I also drafted initial video quality guidelines grounded in existing knowledge and research findings.
Ali Fujii
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