Web Design Case Study: Etsy

Web Design Case Study: Etsy

Etsy has been considered to have one of the most successful web designs on the internet in terms of user experience. They have quite an interesting story and have found a unique way to connect to customers. Whether users are looking for gifts, house decor, or ideas for their next creative project, Etsy has found interesting ways to help users navigate through their product selection. Here we will discuss the web design case study and analyze some of the pages of Etsy and what makes it successful.


Etsy does a great job introducing itself to users. It lays out the beginning of their story and provides a great starting point for everybody. At a glance, it is easy to tell what Etsy is all about. Users can tell that Etsy curates handcrafted products for sale and inspiration. With the light and various color scheme and elements, it is fairly easy to tell that Etsy is a website catered to creatives. Most of what you an do on Etsy is accessible without much effort or scrolling.

As a landing page, it is important to keep note of the possible users that are going to run into it. For example, if a user lands on Etsy’s homepage via blog article from an external site, it is important to have a layout that gets them to the next step. If a user has a particular product in mind that they would like to check out, the layout must cater to them as well. Etsy has done an exceptional job designing a layout that caters to both shoppers and people who want to browse for inspiration.

Etsy lists featured products to help users begin their window shopping or inspiration search. As users navigate the site, Etsy personalizes the experience to make it better each and every time a user lands on their page. Also, note the badges that are labeled by the products for prestige.


The navigation makes it incredibly easy for users to navigate through the site with both a purpose and aimlessly. Again, Etsy is all about allowing users to dive in and discover new products. The biggest reason why the navigation is such a success, is because it is sorted by multiple subcategories, meaning that users can go either very broad or specific with their searches.

Main Category

When landing on the main category page, again, it is very easy to recognize the next step. Though there are quite a few options. The subcategories are nicely organized to help users with the window shopping experience. In the event that users want to go to a specific route, the refine box allows users to narrow down their choices by what they care about the most.

Product Page

Etsy shines the brightest where it matters the most: The product page. Much like its homepage, everything that you need to know about the product is presented to you nicely. From the reviews to pricing, it is very easy to see what the product is all about. This is important when showcasing products that are hand crafted by sellers.


The cart has a very simple layout but something worth noting is the sense of urgency for the products that users place in their cart. Not only does it let users know the remaining availability, but it also tells them how interested other users are in the same product. Because of the craftsmanship of such products, reminding users that the quantity is limited allows Etsy to urge their customers to take action.

Not only is this a great way for customers to hurry to the checkout, but using such messaging on Etsy matches what the site is all about: selling goods that are handcrafted and special.


Etsy has done a great job establishing itself within the hands and crafts community. By keeping in mind what the typical user would want out of a website and laying things out accordingly, the length of the bridge between users and their goals is significantly shortened as this web design case study has proven.