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Etsy: Shop the Look
Etsy: Shop the Look
Etsy: Shop the Look
Etsy: Shop the Look
Etsy is a global online marketplace known for its vast collection of handmade, vintage, and unique items.
Etsy is a global online marketplace known for its vast collection of handmade, vintage, and unique items.
Etsy is a global online marketplace known for its vast collection of handmade, vintage, and unique items.
Etsy is a global online marketplace known for its vast collection of handmade, vintage, and unique items.
Tools
Figma, FigJam. Miro
Tools
Figma, FigJam. Miro
Timeline
8 Weeks
Timeline
8 Weeks
Role
Sole UI/UX Designer & Researcher
Role
Sole UI/UX Designer & Researcher
Tools
Figma, Figjam, Miro
Tools
Figma, Figjam, Miro
Tools
Figma, Figjam, Miro
Timeline
8 Weeks
Timeline
8 Weeks
Timeline
8 Weeks
Role
Sole UI/UX Designer & Researcher
This project is an assignment for my UX Design class, where I chose to redesign the Etsy experience, focusing on refining the browsing process to help users seamlessly discover products that match their personal preferences.
This project is an assignment for my UX Design class, where I chose to redesign the Etsy experience, focusing on refining the browsing process to help users seamlessly discover products that match their personal preferences.
This project is an assignment for my UX Design class, where I chose to redesign the Etsy experience, focusing on refining the browsing process to help users seamlessly discover products that match their personal preferences.
This project is an assignment for my UX Design class, where I chose to redesign the Etsy experience, focusing on refining the browsing process to help users seamlessly discover products that match their personal preferences.
Project Overview
Project Overview
Project Overview
Role
Sole UI/UX Designer & Researcher
Role
Sole UI/UX Designer & Researcher
Role
Sole UI/UX Designer & Researcher
Role
Sole UI/UX Designer & Researcher
Etsy buyers experience decision fatigue due to the overwhelming number of similar products and lack of a personalized smart shopping assistant.
Etsy buyers experience decision fatigue due to the overwhelming number of similar products and lack of a personalized smart shopping assistant.
Etsy buyers experience decision fatigue due to the overwhelming number of similar products and lack of a personalized smart shopping assistant.
Etsy buyers experience decision fatigue due to the overwhelming number of similar products and lack of a personalized smart shopping assistant.
Etsy's market place features over 100 million items (sec.gov)
Problem
Problem
Problem
80% of consumers are likely to abandon their online shopping carts (Baymard Institute)
Etsy's market place features over 100 million items (sec.gov)
Etsy's market place features over 100 million items (sec.gov)
Etsy's market place features over 100 million items (sec.gov)
80% of consumers are likely to abandon their online shopping carts (Baymard Institute)
80% of consumers are likely to abandon their online shopping carts (Baymard Institute)
80% of consumers are likely to abandon their online shopping carts (Baymard Institute)
Implementing personalized shopping tools and enhancing curation with exploration will help users effortlessly discover complementary products.
Implementing personalized shopping tools and enhancing curation with exploration will help users effortlessly discover complementary products.
Implementing personalized shopping tools and enhancing curation with exploration will help users effortlessly discover complementary products.
Implementing personalized shopping tools and enhancing curation with exploration will help users effortlessly discover complementary products.
Solution
Solution
Solution
The solution introduces three key features: Shop the Look, which helps users find complementary items from ready-made lookbooks; Buy It With, suggesting frequently paired products; and Gift & Seasonal Bundles, curating themed collections for easier shopping.
The solution introduces three key features: Shop the Look, which helps users find complementary items from ready-made lookbooks; Buy It With, suggesting frequently paired products; and Gift & Seasonal Bundles, curating themed collections for easier shopping.
The solution introduces three key features: Shop the Look, which helps users find complementary items from ready-made lookbooks; Buy It With, suggesting frequently paired products; and Gift & Seasonal Bundles, curating themed collections for easier shopping.
The solution introduces three key features: Shop the Look, which helps users find complementary items from ready-made lookbooks; Buy It With, suggesting frequently paired products; and Gift & Seasonal Bundles, curating themed collections for easier shopping.
To address this challenge, I structured the approach into three phases, allowing for a deeper understanding of our users and the specific pain points we aimed to solve.
To address this challenge, I structured the approach into three phases, allowing for a deeper understanding of our users and the specific pain points we aimed to solve.
To address this challenge, I structured the approach into three phases, allowing for a deeper understanding of our users and the specific pain points we aimed to solve.
To address this challenge, I structured the approach into three phases, allowing for a deeper understanding of our users and the specific pain points we aimed to solve.
First, we needed to bridge the gap in understanding customer wants, needs, and expectations to identify key pain points and opportunities.
First, we needed to bridge the gap in understanding customer wants, needs, and expectations to identify key pain points and opportunities.
First, we needed to bridge the gap in understanding customer wants, needs, and expectations to identify key pain points and opportunities.
First, we needed to bridge the gap in understanding customer wants, needs, and expectations to identify key pain points and opportunities.
Empathize
Empathize
Empathize
How do Etsy buyers currently discover and decide on products?
What types of recommendations would be most valuable to both buyers and sellers?
Current frustrations and pain points?
How do Etsy buyers currently discover and decide on products?
What types of recommendations would be most valuable to both buyers and sellers?
Current frustrations and pain points?
How do Etsy buyers currently discover and decide on products?
What types of recommendations would be most valuable to both buyers and sellers?
Current frustrations and pain points?
How do Etsy buyers currently discover and decide on products?
What types of recommendations would be most valuable to both buyers and sellers?
Current frustrations and pain points?
72%
of users feel overwhelmed by too many similar listings.
85%
of users struggle with finding matching or similar sets that complement their purchased items.
78%
of users are uncertain how an item will really look before purchasing.
To better understand our User's I conducted 5 user interviews and 5 task analysis, here's what I learned.
To better understand our User's I conducted 5 user interviews and 5 task analysis, here's what I learned.
To better understand our User's I conducted 5 user interviews and 5 task analysis, here's what I learned.
To better understand our User's I conducted 5 user interviews and 5 task analysis, here's what I learned.
User Research
User Research
User Research
72%
72%
72%
of users feel overwhelmed by too many similar listings.
of users feel overwhelmed by too many similar listings.
of users struggle with finding matching or similar sets that complement their purchased item.
65%
65%
65%
of users struggle with finding matching or similar sets that complement their purchased item.
of users struggle with finding matching or similar sets that complement their purchased item.
78%
78%
78%
of users are uncertain how an item will really look before purchasing.
of users are uncertain how an item will really look before purchasing.
Competitor Analysis
Competitor Analysis
Competitor Analysis
Enhance product discoverability through personalized recommendations
Personalized gift bundles integrated with community exploration
Curated outfit/collection pairings to enhance discovery
Strengthen seller verification with better fraud prevention and analytics
Enhance product discoverability through personalized recommendations
Personalized gift bundles integrated with community exploration
Curated outfit/collection pairings to enhance discovery
Strengthen seller verification with better fraud prevention and analytics
Enhance product discoverability through personalized recommendations
Personalized gift bundles integrated with community exploration
Curated outfit/collection pairings to enhance discovery
Strengthen seller verification with better fraud prevention and analytics
Enhance product discoverability through personalized recommendations
Personalized gift bundles integrated with community exploration
Curated outfit/collection pairings to enhance discovery
Strengthen seller verification with better fraud prevention and analytics
To better understand existing patterns in secondhand and independent shopping platforms, I conducted a competitor analysis of Depop, Big Cartel, and Instagram Shopping. These platforms were selected because they cater to similar audiences—primarily Gen Z and Millennials—who value curation, aesthetic presentation, and direct engagement with sellers. By examining their strengths and limitations, I was able to identify gaps in the user experience and areas where my design could stand out.
Key Opportunities Identified
Key Opportunities Identified
Key Opportunities Identified
Discoverability in shopping is an enjoyable process
Customization enhances user engagement
Balance between curation and exploration creates an ideal shopping experience
Discoverability in shopping is an enjoyable process
Customization enhances user engagement
Balance between curation and exploration creates an ideal shopping experience
Discoverability in shopping is an enjoyable process
Customization enhances user engagement
Balance between curation and exploration creates an ideal shopping experience
Discoverability in shopping is an enjoyable process
Customization enhances user engagement
Balance between curation and exploration creates an ideal shopping experience
Key Takeaways
Key Takeaways
Key Takeaways
To refine the key features for implementation and clearly define the problem we aimed to solve, I utilized three evaluation methods to guide the conceptualization process.
To refine the key features for implementation and clearly define the problem we aimed to solve, I utilized three evaluation methods to guide the conceptualization process.
To refine the key features for implementation and clearly define the problem we aimed to solve, I utilized three evaluation methods to guide the conceptualization process.
To refine the key features for implementation and clearly define the problem we aimed to solve, I utilized three evaluation methods to guide the conceptualization process.
Conceputalize
Conceputalize
Conceputalize
After applying each evaluation method, we narrowed down the feature list into three distinct features to effectively address our problem.
After applying each evaluation method, we narrowed down the feature list into three distinct features to effectively address our problem.
After applying each evaluation method, we narrowed down the feature list into three distinct features to effectively address our problem.
After applying each evaluation method, we narrowed down the feature list into three distinct features to effectively address our problem.
MoSCoW Analysis
MoSCoW Analysis
Features List
Features List
Features List
Features List
Impact-Effort Matrix
Impact-Effort Matrix
Impact-Effort Matrix
Impact-Effort Matrix
MoSCoW Analysis
MoSCoW Analysis
MoSCoW Analysis
As Lily, a thoughtful decorator, I want to see item inspiration, so that I can visualize how the item will look in my own home.
As Lily, a thoughtful decorator, I want to see item inspiration, so that I can visualize how the item will look in my own home.
As Lily, a thoughtful decorator, I want to see item inspiration, so that I can visualize how the item will look in my own home.
As Lily, a thoughtful decorator, I want to see item inspiration, so that I can visualize how the item will look in my own home.
User Story & User Flow
User Story & User Flow
User Story & User Flow
Finally, I developed low-fidelity wireframes, conducted user testing to refine them, and created our MVP.
Finally, I developed low-fidelity wireframes, conducted user testing to refine them, and created our MVP.
Finally, I developed low-fidelity wireframes, conducted user testing to refine them, and created our MVP.
Finally, I developed low-fidelity wireframes, conducted user testing to refine them, and created our MVP.
Design
Design
Design
I researched how our competitors have designed and implemented Shop the Look and Buy It With features to understand the UI of existing features.
I researched how our competitors have designed and implemented Shop the Look and Buy It With features to understand the UI of existing features.
I researched how our competitors have designed and implemented Shop the Look and Buy It With features to understand the UI of existing features.
I researched how our competitors have designed and implemented Shop the Look and Buy It With features to understand the UI of existing features.
Low-Fidelity Wireframing
Low-Fidelity Wireframing
Low-Fidelity Wireframing
After developing my low-fidelity wireframes, I conducted two rounds of usability testing with five participants. Through observation and follow-up questions, I gained valuable insights into how users interpreted the features, navigated the interface, and interacted with shop the look experience. Based on their feedback, I identified key areas for improvement:
Confusion Between AI & Seller Picks (2/5) – Some users were unsure whether the outfit suggestions came from Etsy’s AI or the seller. This pointed to a need to visually and verbally differentiate “Styled by Etsy” (AI-generated) from “Seller’s Picks.”
Cluttered Product Page (3/5) – Participants noted that while they appreciated seeing outfit pairings, the page felt visually overwhelming. This highlighted the importance of improving the visual hierarchy to keep content organized without sacrificing utility.
Customization Request (2/5) – A few users expressed the desire to browse alternative outfit combinations. To address this, I added a “See More Similar Items” option to support deeper customization and exploration.
Pricing Clarity (3/5) – Users were occasionally confused about which price corresponded to which item, and some expected a summary of the total outfit cost. This insight led me to clarify individual prices and include a total cost summary.
After developing my low-fidelity wireframes, I conducted two rounds of usability testing with five participants. Through observation and follow-up questions, I gained valuable insights into how users interpreted the features, navigated the interface, and interacted with shop the look experience. Based on their feedback, I identified key areas for improvement:
Confusion Between AI & Seller Picks (2/5) – Some users were unsure whether the outfit suggestions came from Etsy’s AI or the seller. This pointed to a need to visually and verbally differentiate “Styled by Etsy” (AI-generated) from “Seller’s Picks.”
Cluttered Product Page (3/5) – Participants noted that while they appreciated seeing outfit pairings, the page felt visually overwhelming. This highlighted the importance of improving the visual hierarchy to keep content organized without sacrificing utility.
Customization Request (2/5) – A few users expressed the desire to browse alternative outfit combinations. To address this, I added a “See More Similar Items” option to support deeper customization and exploration.
Pricing Clarity (3/5) – Users were occasionally confused about which price corresponded to which item, and some expected a summary of the total outfit cost. This insight led me to clarify individual prices and include a total cost summary.
After developing my low-fidelity wireframes, I conducted two rounds of usability testing with five participants. Through observation and follow-up questions, I gained valuable insights into how users interpreted the features, navigated the interface, and interacted with shop the look experience. Based on their feedback, I identified key areas for improvement:
Confusion Between AI & Seller Picks (2/5) – Some users were unsure whether the outfit suggestions came from Etsy’s AI or the seller. This pointed to a need to visually and verbally differentiate “Styled by Etsy” (AI-generated) from “Seller’s Picks.”
Cluttered Product Page (3/5) – Participants noted that while they appreciated seeing outfit pairings, the page felt visually overwhelming. This highlighted the importance of improving the visual hierarchy to keep content organized without sacrificing utility.
Customization Request (2/5) – A few users expressed the desire to browse alternative outfit combinations. To address this, I added a “See More Similar Items” option to support deeper customization and exploration.
Pricing Clarity (3/5) – Users were occasionally confused about which price corresponded to which item, and some expected a summary of the total outfit cost. This insight led me to clarify individual prices and include a total cost summary.
After developing my low-fidelity wireframes, I conducted two rounds of usability testing with five participants. Through observation and follow-up questions, I gained valuable insights into how users interpreted the features, navigated the interface, and interacted with shop the look experience. Based on their feedback, I identified key areas for improvement:
Confusion Between AI & Seller Picks (2/5) – Some users were unsure whether the outfit suggestions came from Etsy’s AI or the seller. This pointed to a need to visually and verbally differentiate “Styled by Etsy” (AI-generated) from “Seller’s Picks.”
Cluttered Product Page (3/5) – Participants noted that while they appreciated seeing outfit pairings, the page felt visually overwhelming. This highlighted the importance of improving the visual hierarchy to keep content organized without sacrificing utility.
Customization Request (2/5) – A few users expressed the desire to browse alternative outfit combinations. To address this, I added a “See More Similar Items” option to support deeper customization and exploration.
Pricing Clarity (3/5) – Users were occasionally confused about which price corresponded to which item, and some expected a summary of the total outfit cost. This insight led me to clarify individual prices and include a total cost summary.
User Testing Key Takeaways
User Testing Key Takeaways
User Testing Key Takeaways
Shop the Look
Shop the Look
Shop the Look
Shop the Look
Shop the Look feature implemented at the Navigation Bar
Collection is broken down into most popular themes for easy filtering and discovery
CTA allows users to easily enter and look at collections,
Shop the Look feature implemented at the Navigation Bar
Collection is broken down into most popular themes for easy filtering and discovery
CTA allows users to easily enter and look at collections,
Shop the Look feature implemented at the Navigation Bar
Collection is broken down into most popular themes for easy filtering and discovery
CTA allows users to easily enter and look at collections,
Shop the Look feature implemented at the Navigation Bar
Collection is broken down into most popular themes for easy filtering and discovery
CTA allows users to easily enter and look at collections,
Prototype
Prototype
Prototype
Prototype
Buy it With
Buy it With
Buy it With
Buy it with feature is seamlessly integrated into the product page
Product page is simplified for easy readability and information retention.
Checkbox allows for choice for Users
Buy it with feature is seamlessly integrated into the product page
Product page is simplified for easy readability and information retention.
Checkbox allows for choice for Users
Buy it with feature is seamlessly integrated into the product page
Product page is simplified for easy readability and information retention.
Checkbox allows for choice for Users
Gift & Seasonal Bundle
Gift & Seasonal Bundle
Gift & Seasonal Bundle
Gift & Seasonal Bundle
Gift and Seasonal Bundle at bottom of Product Page
Keywords allow for less decision fatigue, letting users know exactly what to search for.
Gift and Seasonal Bundle at bottom of Product Page
Keywords allow for less decision fatigue, letting users know exactly what to search for.
Gift and Seasonal Bundle at bottom of Product Page
Keywords allow for less decision fatigue, letting users know exactly what to search for.
Buy it With
Buy it with feature is seamlessly integrated into the product page
Product page is simplified for easy readability and information retention.
Checkbox allows for choice for Users
Gift & Seasonal Bundle
Gift and Seasonal Bundle at bottom of Product Page
Keywords allow for less decision fatigue, letting users know exactly what to search for.
Gathering more user testing from a diverse range of Etsy users.
To ensure the design solutions truly address user needs, the next step is to expand usability testing to a broader range of Etsy users. This will help uncover edge cases, refine accessibility improvements, and validate new features like personalized recommendations and buy it with recommendations. Incorporating these diverse perspectives will lead to more inclusive, well-rounded design solutions.
User research must challenge assumptions for better design decisions.
Key Takeaways
I really learned that challenging assumptions through user research is essential for making better design decisions. Initially, I assumed that independent designers prioritized quick searches over scrolling, but user interviews revealed that many enjoy browsing and discovering new items organically. This insight shifted my approach, leading me to focus on personalization features like look books and bundles, ultimately creating a more engaging and user-centric experience.
Gathering more user testing from a diverse range of Etsy users.
To ensure the design solutions truly address user needs, the next step is to expand usability testing to a broader range of Etsy users. This will help uncover edge cases, refine accessibility improvements, and validate new features like personalized recommendations and buy it with recommendations. Incorporating these diverse perspectives will lead to more inclusive, well-rounded design solutions.
To ensure the design solutions truly address user needs, the next step is to expand usability testing to a broader range of Etsy users. This will help uncover edge cases, refine accessibility improvements, and validate new features like personalized recommendations and buy it with recommendations. Incorporating these diverse perspectives will lead to more inclusive, well-rounded design solutions.
Gathering more user testing from a diverse range of Etsy users.
Gathering more user testing from a diverse range of Etsy users.
To ensure the design solutions truly address user needs, the next step is to expand usability testing to a broader range of Etsy users. This will help uncover edge cases, refine accessibility improvements, and validate new features like personalized recommendations and buy it with recommendations. Incorporating these diverse perspectives will lead to more inclusive, well-rounded design solutions.
Next Steps
Next Steps
Next Steps
Next Steps
I really learned that challenging assumptions through user research is essential for making better design decisions. Initially, I assumed that independent designers prioritized quick searches over scrolling, but user interviews revealed that many enjoy browsing and discovering new items organically. This insight shifted my approach, leading me to focus on personalization features like look books and bundles, ultimately creating a more engaging and user-centric experience.
I really learned that challenging assumptions through user research is essential for making better design decisions. Initially, I assumed that independent designers prioritized quick searches over scrolling, but user interviews revealed that many enjoy browsing and discovering new items organically. This insight shifted my approach, leading me to focus on personalization features like look books and bundles, ultimately creating a more engaging and user-centric experience.
I really learned that challenging assumptions through user research is essential for making better design decisions. Initially, I assumed that independent designers prioritized quick searches over scrolling, but user interviews revealed that many enjoy browsing and discovering new items organically. This insight shifted my approach, leading me to focus on personalization features like look books and bundles, ultimately creating a more engaging and user-centric experience.
Conclusion
Conclusion
Conclusion
Conclusion
Key Takeaways
Key Takeaways
Key Takeaways
User research must challenge assumptions for better design decisions.
User research must challenge assumptions for better design decisions.
User research must challenge assumptions for better design decisions.
see also
see also
see also
see also
