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 and 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