Etsy Homepage Redesign

My role: product design, prototypes

The design challenge

We wanted to personalize Etsy’s homepage using a new LLM-powered dataset, but we knew the existing homepage design wouldn’t scale to support the new content. Each module operated independently with different layouts and content sources. And people noticed; in research, we consistently heard the page was “cluttered” and “overwhelming”.

My solution

I redesigned Etsy’s homepage by creating a scalable system that flexes to support any type of content, all personalized for millions of daily visitors.

Impact

Prototyping for research

To test the new design concept, I created a web-based prototype for user research.

Research feedback was definitive: 10 out of 10 participants described the new design as “easy to use, organized, and clearly laid out”.

View an early proof of concept:
Codepen: responsive scroller demo

Experiment results, v1 design

In a two-week A/B test, we saw strong results from the combination of the new design and personalized content:

Improvements through iteration

After the launch of the V1 redesign, we continued to iterate through experimentation:

• Refining design details, copy, and personalization resulted in an additional $3.1M GMS win
• We added 50,000 content groups and extended the new experience to signed out visitors, proving the design system could support a huge variety of users and content