THE ORIGINAL QUESTION
How do we improve seller sentiment?
THE CREATIVE QUESTION
How do we build trust with our sellers?
How do Etsy sellers define trust? What are the levers of trust? What are the emotional drivers that influence our sellers’ decision-making and perceptions of Etsy? What should we do to deliver the biggest positive impact on trust? How does sentiment translate to behavior?
A CREATIVE ANSWER
As they grow their shops, sellers want their relationship with Etsy to evolve. When starting on the platform, sellers want/expect support from Etsy, but as they continue to grow on it, they want guidance and advice for taking their business to the next level.
Also as their businesses grow, sellers want more control over their relationship with their buyers and over their brand, but feel (warranted or not) that they don’t have free reign over either one. To grow trust, we worked with Etsy to develop strategies to help sellers exercise the right control over their buyer relationships and brand for their respective growth level, and worked with Etsy to create new ways to offer guidance and advisory tools for sellers at all growth levels.
WHAT WE DID DIFFERENTLY:
Applied our proprietary Trust Levers™ framework to give parameters to an amorphous topic
Hosted a Whatshop™ with seven cross-functional teams—a session built to define the essential project questions
Created a new form of deliverable: Persona Accordion, a tactile form of our findings to socialize and apply the learnings and implications