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

This redesign accomplished several goals:

• Improved the buyer experience by rethinking wayfinding and surfacing relevant content
• Simplified maintenance and debugging for engineers by eliminating complex UI states
• Made the space more extensible for future product and design improvements

Control and treatment

User insights

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.

Design decisions

• 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 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.

Screen states