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Etsy Ads Beta Group

Details

Etsy • 2023 • Ads Lead

Details

Etsy • 2023 • Ads Lead

XFN

PM, EM, Eng, Co-Designer, Ads Leadership

XFN

PM, EM, Eng, Co-Designer, Ads Leadership

Ownership

Beta group programming, feature design, rollout strategy

Ownership

Beta group programming, feature design, rollout strategy

High-value "budget-constrained" sellers made up over 1/3 of Ads revenue yet represented only 8% of budget. They saw strong returns and consistently spent their daily budget early. We were falling short of their expectations so I investigated how to earn their trust.

High-value "budget-constrained" sellers made up over 1/3 of Ads revenue yet represented only 8% of budget. They saw strong returns and consistently spent their daily budget early. We were falling short of their expectations so I investigated how to earn their trust.

Impact

5 features shipped to the full experience

Impact

5 features shipped to the full experience

82% seller approval across ads improvements

3 of my designs ranked in the top five

79% rated my performance tool 'most helpful'

Raw data without context was creating fatigue. The design goal was a more consultative experience that empowered sellers to act.

I ran a 20-person key stakeholder workshop to generate concepts. My researcher and I then designed a four-week prototype group with 400 sellers — one theme per week, several features, distinct hypotheses, and real-time feedback while design and build ran in parallel.

✔️ Daily sentiment tracking

✔️ Weekly surveys

✔️ Biweekly moderated research

✔️ Dedicated forums

I ran a 20-person key stakeholder workshop to generate concepts. My researcher and I then designed a four-week prototype group with 400 sellers — one theme per week, several features, distinct hypotheses, and real-time feedback while design and build ran in parallel.

✔️ Daily sentiment tracking

✔️ Weekly surveys

✔️ Biweekly moderated research

✔️ Dedicated forums

We tested 14 features ranging from goal selection to budget insights to data-clarity. Sellers ultimately reported “I could quickly see which ads were doing well or not, and it was easy to make updates.” These are 3 of the most effective features.

We tested 14 features ranging from goal selection to budget insights to data-clarity. Sellers ultimately reported “I could quickly see which ads were doing well or not, and it was easy to make updates.” These are 3 of the most effective features.

Sellers needed a faster way to intuit performance and action. I designed a performance-grouped view with one-click controls to turn off low performers. 79% of sellers rated it most helpful, and the majority acted on it immediately.

Listing management was buried and hard to use. I surfaced it to the dashboard level, restructured bulk edit, and scaled for mobile. It shipped platform-wide and sellers found the updates intuitive.

Five of six sellers couldn't find granular listing data in usability testing. I modernized the page and revised the hierarchy. It shipped platform-wide, with 340 sellers clicking through to modify search terms.

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Ali Fujii

Etsy Ads Beta Group

High-value "budget-constrained" sellers made up over 1/3 of Ads revenue yet represented only 8% of budget. They saw strong returns and consistently spent their daily budget early. We were falling short of their expectations so I investigated how to earn their trust.

Raw data without context was creating fatigue. The design goal was a more consultative experience that empowered sellers to act.

I ran a 20-person key stakeholder workshop to generate concepts. My researcher and I then designed a four-week prototype group with 400 sellers — one theme per week, several features, distinct hypotheses, and real-time feedback while design and build ran in parallel.

✔️ Daily sentiment tracking

✔️ Weekly surveys

✔️ Biweekly moderated research

✔️ Dedicated forums

✔️ Daily sentiment tracking

✔️ Weekly surveys

✔️ Biweekly moderated research

✔️ Dedicated forums

We tested 14 features ranging from goal selection to budget insights to data-clarity. Sellers ultimately reported “I could quickly see which ads were doing well or not, and it was easy to make updates.” These are 3 of the most effective features.

Sellers needed a faster way to intuit performance and action. I designed a performance-grouped view with one-click controls to turn off low performers. 79% of sellers rated it most helpful, and the majority acted on it immediately.

Listing management was buried and hard to use. I surfaced it to the dashboard level, restructured bulk edit, and scaled for mobile. It shipped platform-wide and sellers found the updates intuitive.

Five of six sellers couldn't find granular listing data in usability testing. I modernized the page and revised the hierarchy. It shipped platform-wide, with 340 sellers clicking through to modify search terms.