Good products fulfill a need, great products create joy while doing so.
How Etsy has created an unrivaled global marketplace for small businesses to create real connections with their consumers.
In the field of product design I often find myself pondering what gives a product that “special sauce.” After all, what pushes a product from good to great? I believe Etsy is a prime example of what makes something “great” by creating a product that fosters human connection, inspires users to make a global impact, and is a universal platform for the niche market.
“The difference between a good and great product is the last 10%.” — Joshua Porter, Principles of Product Design
Human Connection
In a world of mass production and big commerce, consumers strive to find that human connection in the products that they use. Etsy’s platform allows consumers to connect with small businesses when searching for that special product. As an Etsy user myself, I continuously shop there when looking for gifts in particular. I always strive for something that comes from the heart. Giving a gift that is personalized or handmade elicits so much more emotion than something that was mass produced. Etsy also succeeds in grabbing the attention of the consumer by allowing users to connect with sellers. Users can read about the seller’s story and even message them directly. This one-on-one personalized experience is something that I can’t find when shopping elsewhere. Not only does Etsy provide the tangible (physical products) it also goes beyond that to provide the user with the intangible (the unique and special feeling). At the end of the day people buy with their heart, and that will ultimately keep them coming back for more.
At the end of the day people buy with their heart, and that will ultimately keep them coming back for more.
Global Impact
Consumers are becoming more and more aware of how their spending affects the world that we live in today. Shopping locally and supporting small businesses has been a major driving force in consumption recently. Etsy is able to provide a platform for consumers to make an impact by supporting small businesses. Additionally, Etsy is able to influence its consumers by promoting green compostable packaging. This is a great example of connecting with the consumer’s desire to be less wasteful and more environmentally conscious. In doing this Etsy has created additional value to users.
Universal Platform
Online shopping can quickly lose touch of that special experience we would traditionally get from shopping in person. Typically consumers would venture to craft fairs to find niche products. Etsy has fulfilled this need by creating a universal online platform for small businesses to reach consumers globally. When searching for custom or handcrafted, Etsy has become unrivaled. Not only has the need of uniquely crafted products been fulfilled, users know Etsy will be convenient and trustworthy. By solving the needs of consumers and creating reliability Etsy has surpassed “good” to become the ultimate “great” product.
