Etsy Collections
From 2022–2023, my squad focused on a single recommendations module—collections, which are user-generated groups of favorites.
My role: product design
Team: 1 PM · 5 engineers · 1 researcher · 1 data scientist
Highlights
In 2022, we ran experiments that drove $46M in revenue through improvements to UX, UI, module placement, and ranking.
By the end of the year, my squad had the highest experiment velocity at Etsy, and collections were the second most engaging recommendations module across Etsy.com.
Design evolution
One of my design principles is to find opportunities to simplify, because removing elements can draw attention to what remains. That principle applied perfectly to the Collections module.
At the beginning, the module included three items overlaid with an avatar and item-count badge, along with a collection title and arrow. Over several iterations, I simplified the design by removing the avatar, badge, and arrow, leaving the most essential information. Those cuts provided space to display a fourth item, which helped drive more engagement and clicks.
Experiment spotlight
Collections Sash
Prompted by the question—“How can we make it easier for customers to seamlessly shop from collections?”—I designed a novel feature to address it.
I started with the hypothesis that when people navigate from a collection recommendation to a listing page, allowing them to browse other listings from the collection would help them continue shopping.
My design introduced a module at the top of the listing page showcasing other items from the original collection, making it easy to shop and explore.
Navigating from a collection to a listing
