Just the Thing - Etsy
Just the Thing was a global marketing campaign I worked on at Etsy in Spring 2017 to highlight the breadth and variety of items available on the platform. I collaborated with Brand Design, Design Systems, and Marketing teams to design the campaign flow and create an editorial-style landing page that brought the story of Just the Thing to life across platforms.
Project Details
Goals
For this project, I was tasked with designing the UX of the front of the funnel of the experience for how users would arrive at Etsy’s Just the Thing landing page from traffic drivers, as well as the landing page design itself. Another goal for this project was to create an editorial landing page template that Etsy’s marketing team could populate with collections of products that would be appealing for users to browse and lead to product purchase pages. In addition, in our landing page design, we wanted to create a component to allow for an editorial section to learn more about an Etsy maker, which could help tie product collections back to Etsy makers.
Metrics
Order Placed Conversions, product CTRs
Process
I began this project by collaborating with an Etsy brand designer on the landing page’s ideal look and feel. Once we had a concept, I created UX flows, wireframes, and visual designs, meeting with the brand, marketing, and product design systems teams to get approvals and input from each team along the way.
Final Designs
Design Delivery
For this project, as mentioned, I worked with Etsy’s brand team to integrate photography and GIF creative they shot for this campaign. Additionally, I worked with Etsy’s marketing team to create a landing page template they could populate with curated items throughout the design process of this project. As mentioned, I also worked with Etsy’s product design systems team for this project for customized components I used for this project’s landing page design.
Pictured here are final wireframes for the landing page of this project, as well as the final visual design for the landing page. This project also included homepage placements in association with this campaign.
Platforms
Web, Responsive Web
Credits
Photography/Art direction/copy: Etsy Brand team
Marketing Concept
Etsy Marketing team