Etsy Global Nav Design

I created a north star vision to guide a new track of work—reimagining Etsy’s navigation.

My role: product design

My approach

I used systems thinking to consider not just the navigation UI, but how navigation connected to landings, page-specific treatments, as well as the needs expectations for different types of users users. Working closely with my PM, we created an opportunity map that I translated into a design vision and prototypes, driving buy-in for our plans.

That foundation paid off quickly—within a month, we drove $8.1M in revenue with new, conversion-driving features. By the end of H2 2023, our experiments drove $22.2M in revenue.

Design vision slides

Category navigation design

Feedback on our work

Etsy’s CEO, in a product review:

“Really nice experience. Nav breadcrumbs at the top made it easy to keep zooming in and zooming out to explore different categories and styles”

Peer feedback from an Etsy PM:

“I just wanna say this work y’all have been doing in the nav has been really interesting to watch. It seems to have successfully broken away from all the typical navigation affordances everyone has used for the last decade, well done!”