When we started, observations turned Assumptions
Before we dive into research, let’s clarify our assumptions to guide our exploration and refine our understanding of user behavior.
our Assumptions
That's exactly what happened to Cate:
Where is this shipping from?
Is there a better deal elsewhere?
How do I trust this seller?
Cate finds the perfect, unique handmade item she's been searching for.
Cate eagerly adds the item to their cart, excited to proceed to checkout.
At checkout, Cate's excitement fades as she faces high shipping costs, unclear refund options, and delivery delays.
After a moment of hesitation, Cate abandons the cart, unsure if the item is worth it. Her journey ends in uncertainty at checkout."
Frustrated, Cate opens a new tab to compare prices and find clearer details on other websites.
Can I get a refund?
Trust indicators
Trust indicators like reviews and secure payment options can reduce abandonment.
Unclear shipping costs, delivery times, or return policies often lead users to abandon their purchase.
Lack of shipping transparency
Product category impact
Some types of products (like custom-made items) are abandoned more often than others.
Unexpected fees
Surprise costs like taxes and shipping fees make users leave without buying.
Researching Problem Space
Top reasons shoppers abandon their carts
1,026 respondents | United States | General population ecommerce shoppers in the past 3 months | © 2025 baymard.com/research
Desk research shows over 70% of carts are abandoned, highlighting the need to reflect on what drives this behavior
A large portion of cart abandonments is simply a natural consequence of how users browse e-commerce sites. Many users engage in window shopping, price comparisons, saving items for later, or exploring gift options. These behaviors lead to largely unavoidable cart and checkout abandonments.
Key Takeaways
What’s next?
This project was more than a redesign, it was a return to what makes Etsy meaningful. By listening to real shoppers, we uncovered that trust comes from the simple things: clear information, genuine seller stories, and tools that help users decide with confidence. Small, thoughtful changes led to big shifts. What once caused hesitation now invites action.
One key lesson we learned is that initially, we invested heavily in a comparison feature to help buyers make more confident choices. However, after testing and evaluating its impact, we realized it did not significantly reduce cart abandonment. That’s when we realized: not every user-requested feature improves the core experience. Sometimes, saying no is part of good design.
Refining features through user testing: Continue iterating on the comparison tool and seller story section based on user feedback.
Exploring seller-side improvements: Introduce tools that help sellers communicate shipping and product details more effectively.
Trust isn’t built through features alone, it’s built through clarity, connection, and confidence in every step of the journey.
How successful was our design?
Insights from user feedback allowed us to refocus and streamline navigation for a better user experience.
Iterations after user feedback
Visual Design
Transforming user insights into actionable solutions
What is the Problem?
Ever found the perfect item online, but hesitate at checkout?
Many users shared their frustrations in articles, forums, and reviews. Without clear guidance, confident cues, or platform assurance, many users felt uncertain and chose to walk away before committing to a purchase.
Introduction
Etsy stands apart from traditional e-commerce by offering unique, handmade products from individual creators. We worked on enhancing Etsy's user experience by addressing cart abandonment issues. Our goal was to help buyers feel more confident in their purchases by
fostering stronger connections between buyers and sellers.
Methods
Role
5 weeks
UX researcher /
Visual designer
Goals
2 UX/UI designers
Team
Duration
Competitive analysis
User interviews
Persona & Storyboarding
User-Business impact matrix
UI prototyping
Usability testing
Reduce cart abandonment
by addressing user hesitation
during final purchase steps.
Build buyer trust through
clearer pricing, delivery,
and return details.
Support confident decision-making
with improved comparison and
transparency features.
Mentor
Brainstorming persona’s Requirements
To address the challenges faced by Etsy users, our team conducted collaborative brainstorming sessions informed by user personas and competitive analysis. This process enabled us to generate and prioritize solutions aimed at enhancing trust and simplifying the purchasing journey for Etsy shoppers.
Prioritizing ideas based on impact and effort
People turn to Etsy for unique or hand made products that aren't available on mainstream platforms like Amazon. Otherwise, they prefer Amazon due to its faster delivery and clear refund policy.
Users often use shopping carts not just for immediate purchases but to save items for later or compare product options before making a decision.
Shopping Cart Behavior
Etsy In Marketplace
Surprisingly, we found that cart abandonment can be triggered much earlier in the journey, often by a lack of trust or confidence
Grouping our users into three key personas
DEFINING PERSONAS
How might we support these personas in confidently completing their purchases?
Patters of hesitation revealed deep concerns around trust and transparency
Interviewing Etsy users revealed their shopping habits, pain points, and expectations.
Uncovering the Stories Behind Etsy Users Decisions
Potential Areas for Etsy’s Growth and Enhancement
Valuing and verifying
handmade products
Building trust through Seller Transparency
Improving product discovery & decision-making through
layout changes.
Enhancing transparency around shipping & returns
Reducing Cart Abandonment on Etsy By Highlighting Seller Authenticity and Clarifying Product information
What Sellers Are Saying About Abandoned Carts? While users hesitate at checkout, sellers also report high cart abandonment rates with
little clarity on buyer intent.