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Etsy Website - Information Architecture Redesign

Scope

Personal Project

Roles

Sitemap Analyst, Content Re-orgnizer

Skills

Analyze Current Site Map, Create Future State Site Map, Re-group Content, Prioritize Content

Tools

Axure, Excel Sheet

I. Project Overview

Site:

www.etsy.com

Business Goal:

Increase revenue

Increase customers amount and market share

Increase the spread of word of mouth through improving user experience

Primary Group: 

Young people who like to have unique things. Age 15 – 35 years old.

People who like to buy handmade things or vintages. Age 25 – 70 years old.

Users' Tasks:

•Task 1: Buy necklace and earrings.

•Task 2: Buy personalized gifts (e.g. phone cases).

•Task 3: Buy handmade candles and soaps.

•Task 4: Buy handmade jewelry.

Project goal:

Redesign the information architecture for the mega menu to provide easier, clearer navigation to the users.

II. Information Architecture Issues of the Site

Low Findability:

 

Low Learnability:

​

Things are mixed together:

 

e.g. Bag items are under the menu of "Clothes & Shoes"  

e.g. There are 3 ways of categorization in the site mega menu.

Women clothing items are mixed in one group: shirts, pants, skirts...

III. Current State Site Map ​

Click Here to see the original state site map 

(Issues are in red)

Issue examples:

  • Phone cases is under the category of Bags & Purses

  • Wedding items appear in both Jewelry & Accessories and Wedding & Party

  • Bag & Purses is a subcategory of Clothing & Shoes

  • Items in Toys & Entertainment category shows the subcategories in a different location from other subcategories

IV. Future State Site Map ​

Click Here to see the future state site map

​What I changed：

  • Re-organized the labels and re-organized the content

  • Made Home & Living a location-oriented, so to make it easier to navigate

  • Re-named the Toys & Entertainment to Entertainment, make sure the subcategories's location is consistent with other  subcategories

  • Bag & Accessories became a separate category due to a large number of users are interested in buying bags and gadgets

V. Redesigned Maga Menu

The original menu:

The findability is low since items are grouped together

6 types of clothes listed and grouped all under women's subcategory.

The redesigned  menu layout:

To increase the findability I regrouped the clothing content

I separate women's clothing content into 4 groups: Top, Bottom, Occasions, Underwear.

This can reduce the information load for users, so they don't have to go through every content to find what they need

Click here to see the whole redesigned mega menu

VI. Another Example

Scenario: A user wants to buy a "bathroom mat" under $35

In the original site, the user needs to click 7 times to find the product she wants.

In the future state site, Mary only needs to click 3 times to find the product she wants.

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