Just the Thing - Etsy
Just the thing was a global marketing campaign that Etsy was launching for Spring 2017. The impetus for this campaign was showing users that Etsy has a multitude of items, or 'just the thing'. For this project I partnered with Brand Design, Design Systems and Marketing teams to design a marketing campaign flow and an Editorial Landing page for Just the Thing.
Project Details
Project 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 this 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 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, that could help tie product collections back to Etsy makers.
Role:
UX, Visual Design
Metrics Considered:
Order Placed Conversions, CTRs of products.
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
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.
Designs included:
Web, Responsive Web
Credits:
Photography/Art direction/copy: Etsy Brand team
Marketing concept: Etsy Marketing team