Etsy Favorites on iOS

I led the redesign of favorites on iOS which drove increases to conversion, ad revenue, and page performance.

My role: product design & strategy
Team: 1 PM · 5 engineers

The design challenge

Through user research and experimentation, we found the tabbed UI of the control experience limited exploration. Internally, we called this ‘tab blindness’—people simply didn’t see the feature and left the screen without engaging.

My solution

• I removed tabs in favor of surfacing content on the landing screen, where people expected to find content.
• The four most recent favorites, rendered as larger images, became the centerpiece of the screen.
• This approach improved wayfinding, aided feature discovery by surfacing other types of favorites, and provided space for future product and design improvements.
• Removing tabs also eliminated complex UI states, simplifying maintenance and debugging for engineers.

Control and treatment

Screen states