Etsy Mobile App — Redesign w/ AI
An AI-enhanced UX redesign of the Etsy mobile app, exploring how thoughtfully integrated AI features can improve the buyer journey — from product discovery to checkout — while maintaining Etsy's artisan marketplace identity.
The project covers all major user flows: discovery, search, product pages, seller profiles, checkout, and order tracking.
Etsy's mobile app can feel inconsistent across its core user journeys. Friction points exist at discovery (relying on text search when the inventory is inherently visual), checkout (uneven payment flow), and order tracking (limited transparency between purchase and delivery).
Goals
- Strengthen visual-first discovery with AI-curated image feeds.
- Simplify the checkout flow across payment methods.
- Improve order tracking transparency with real-time step indicators.
- Surface seller context more prominently throughout the buyer journey.
Existing Flow Analysis
Research screenshots were captured and annotated for the four highest-traffic flows: Discover, Image Feed, Product Page, and Seller Page. Each was evaluated for information hierarchy, navigation clarity, and visual consistency.
Key findings: the discovery page over-indexes on promoted/paid listings; the image feed lacks intent — it shows items without clear paths to purchase; the product page buries seller information below the fold; seller pages lack social proof elements.
Wireframes
Wireframes were developed for all six primary screens before moving to high-fidelity. The preference page was a new addition — allowing buyers to configure AI discovery parameters (style, category, price range, maker geography) to personalize the feed from first launch.
Design System
A refined type scale and color palette were developed maintaining Etsy's brand orange while reducing visual noise across list views and checkout steps.
Final Design
Discovery & Search
The Discover page uses an AI-curated image feed based on preferences set at onboarding or adjustable in the Preference Page. The Search page integrates visual search — point a camera at an object to find similar items on Etsy.
Checkout & Order Tracking
Checkout was simplified to three clear steps: Cart & Delivery, Payment, Confirmation. Order tracking provides real-time status across five states — Confirmed, Shipped, In Transit, Received, and Delivered — with a chat integration for direct seller contact.
AI features in consumer apps are only valuable when they reduce friction rather than adding novelty. Etsy's product catalog is inherently visual and handmade — AI curation must preserve the serendipitous discovery feeling that differentiates it from Amazon, rather than overly narrowing results.
Standardized checkout flows reduce cart abandonment. Even small inconsistencies across payment paths erode buyer confidence, especially on a platform where trust in individual sellers is a core part of the value proposition.
