Just a couple weeks ago, I had the pleasure of meeting Randy J. Hunt at HelloEtsy in Eindhoven where he was a panel moderator. Now at DesignThinkers, Randy was presenting an in-depth look at how he, as creative director at Etsy, uses the incredible amount of data generated through the Etsy site to enhance and interpret the Etsy site experience. It is through a combination of "balancing intuitive choices with a set of criteria and constraints" with "making some gut calls".
Randy shared some case studies, notably how the simple act of moving a favourites button affected engagement with the Etsy site—as well as providing new insight to the Etsy team on how the site is used by its visitors. It was an interesting talk and I learned some things that I will try to implement on my own site to increase traffic over to magazine subscriptions.