Design here, buy on Etsy

Overview is an online product configurator builder that enables Etsy sellers to create an interactive product-customization experience for their buyers.


I led the Research, Discovery, UX and the Visual Design. Collaboration with company CEO, a technical designer and 2 offshore developers.


Product Customization | eCommerce | Retail


Customization on Etsy involves friction

We talked to several Etsy sellers that offer products with customization on the platform and we learned that many times their buyers end up getting products they're not happy with merely because the product they received didn't look good as the product image in the listing page. Even when buyers have the option to describe in words their specific request, they still can't visually see how the end product is going to look like.

Here are some of the problems Etsy sellers deal with:

✓ Spending time on messages and revisions.

✓ Dealing with returns and refunds.

✓ Ending up with often unhappy buyers.”

the approach

One MVP roadmap, 3 alphas, and 2 live beta versions. The roadmap helped us to track both progress and milestones but the true goals of it are to prove two things: traction and profitability.



Our research focused on two key questions: How do we validate the market demand for this solution? How do we ensure that the tool we designed effectively supports users in achieving their goals? We sought answers to these questions by engaging in customer conversations and conducting usability testing.

Usability testing

I wanted the usability testing to help me determine if users could easily achieve three things:

  1. Create a product configurator and enable buyers to add two lines of text to a product.
  2. Enable buyers to upload an image to a product.
  3. Allow buyers to have only one font selection when customizing a product.”

Talking to our customers

We interviewed about 3 sellers offering customized and personalized products on Etsy and asked them questions about their day-to-day dealing with orders, and learned about their business and pain points.

The findings

✓ Participants were able to accomplish their goals quite quickly.

✓ A participant mentioned that they were missing guidance on what they needed to do first.

✓ Another participant mentioned that they understood the public and preview.


I created three clickable prototypes and defined goals and scenarios for each. Here's an example scenario: 'You are an Etsy seller offering personalized wooden door signs. Your task is to find a way to create an interactive product page on that allows your Etsy buyers to personalize the signs themselves.' Goal: Create a new studio for designing wooden door signs and enable the addition of two lines of text.

design system file