about

challenge

solution

learnings

about

challenge

solution

learnings

Implementing intent-based search in Etsy to support exploratory search.

Led team of six in designing two robust exploratory search features for Etsy's Gift Mode. Estimated decrease in decision fatigue (8-10%) while increasing exploration (x%) using new data pipeline model.

Role

Lead UX Designer

Type

Hackathon
24 hours (2024)

Deliverables

Mood board
Hi-fi wireframes
Pitch deck

Tags

UX/UI

Data analysis

Market research

Brand identity

Best

Team Collaboration

8-10%

projected decrease in decision fatigue

increase in exploration

Given Challenge**

How might we encourage Exploratory Search on Etsy?**

Etsy is a marketplace for unique, handcrafted, and vintage items.

Current Etsy Gift Mode

While the platform offers sophisticated search algorithms and recommendation engines, users—especially gift shoppers—often struggle to find products that match their specific needs.**

Solution

Transforming a keyword-based search experience to an intent-based one.

Feature 1: Thematic Searching

'Age range' question refines results by gathering intent-based data

Our data-scientists identified age category as a valuable data point for modeling pipelines for intent-based results. Incorporating it as a lightweight addition is an effective method to increase exploratory behavior according to Orland Hoeber.

'Favorite Artists' category surfaces items adjacent to artist's aesthetic

This feature introduces a personalized entry point that encourages discovery through aesthetic affinity rather than keywords. It supports the new data pipeline designed to surface loosely associated products.

Feature 1: Thematic Searching

'Age range' question refines results and reduces decision fatigue

💡Why? Despite existing filters, decision fatigue is a major pain point. Refining results early reduces overwhelm and guides users to more relevant gift options faster.

'Favorite Artists' category surfaces items adjacent to artist's aesthetic

💡Why? Our data scientists found that keyword-based results limit exploration. This feature evolves discovery by providing diverse results from shared interests.

Feature 2: Filter & Sort Enhancements

Display results as chips to support exploration.

This feature enhances discovery by surfacing personality results up top. It lessens necessary interaction while saving space.

Key product information displayed upfront to reduce decision fatigue

Lack of information upfront was a pain point identified by users. Reducing an extra preview step encourages further exploration through efficiency.

Categorization of product types for intent-based results

A grid showcases the range of intent-based product types. Highlighting recommended products decreases cognitive overload in high-yield result cases.

Intuitive sorting and filtering options for endless results scroll

Notifying a user about changes and capabilities is central when considering human-centered AI design guidelines. Displaying total results and sorting options before endless scroll builds user trust and increases decision time.

Learnings

Takeaways from my first hackathon

1

Collaborating Across Disciplines

Although data analysis and functionality are always a factor in the design process, working with those disciplines was a new level of collaboration.

1

Collaborating Across Disciplines

Although data analysis and functionality are always a factor in the design process, working with those disciplines was a new level of collaboration.

1

Collaborating Across Disciplines

Although data analysis and functionality are always a factor in the design process, working with those disciplines was a new level of collaboration.

2

Leading Under Tight Time Constraints

Scoping a functional product feature in 24 hours required strategic prioritization—focusing on impact over perfection.

2

Leading Under Tight Time Constraints

Scoping a functional product feature in 24 hours required strategic prioritization—focusing on impact over perfection.

2

Leading Under Tight Time Constraints

Scoping a functional product feature in 24 hours required strategic prioritization—focusing on impact over perfection.

3

Design Impact through Storytelling

Structuring our story around user needs, research insights, and feasibility persuaded Etsy employees of the real-world value of our features and how they could be seamlessly integrated into the platform.

3

Design Impact through Storytelling

3

Design Impact through Storytelling

Want to dive a bit deeper?

The Setup

First, I wanted to familiarize myself with the team and brand.

Getting to know the Team

Understanding strengths/weaknesses to delegate tasks
Establishing team norms, finding our definition of done, addressing our approach to differentiating points of view

Getting to know Etsy

Collected Etsy’s UI and branding guidelines, analyzed the market, and studied the company’s core values.
Discovered Etsy’s recent initiative, "Etsy Evolving Search and Discovery to Bring Buyers the Best of Etsy" (August 2024), improving search experiences for buyers—providing valuable context for our challenge.

4:00 - 4:30 PM: Guiding our Research

We broke down the given problem space to identify key design parameters.

Who ?

New/existing etsy gift shoppers.

Who ?

New/existing etsy gift shoppers.

Who ?

New/existing etsy gift shoppers.

What ?

Struggling to find the perfect gift.

What ?

Struggling to find the perfect gift.

What ?

Struggling to find the perfect gift.

When ?

Any kind of special occasion.

When ?

Any kind of special occasion.

When ?

Any kind of special occasion.

Why ?

Feeling overwhelmed/uninspired.

Why ?

Feeling overwhelmed/uninspired.

Why ?

Feeling overwhelmed/uninspired.

How ?

'Gift Mode' exists as a guide for these target users.

How ?

'Gift Mode' exists as a guide for these target users.

How ?

'Gift Mode' exists as a guide for these target users.

By understanding exploratory searching behaviors and identifying barriers to discovery, we chose to focus on Gift Mode as a foundation for our design solutions.

4:30 - 5:30 PM: Defining Our Persona

Meet Emma, 42, an Etsy enthusiast

She loves finding personal, meaningful gifts but feels overwhelmed by search results.

"Searching for a unique and personal birthday present for my brother on Etsy."

5:30 - 8:00 PM: Ideating Solutions

Showing Etsy users we get them

The data scientists found that intent-based results (as opposed to keyword-based) often increased exploratory search behaviors because users felt understood. This required building new pipeline models for the data to pull results from based on filter search.

Filters still had to be broad enough that they could still feel useful to a shopper who didn't know exactly what they were looking for. New results had to be displayed without increasing decision fatigue.