Eric Fenny
Eric Fenny
Product Designer
 
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Pattern by Etsy


In the fall of 2015, I had the privilege of joining Etsy as a Product Designer. I worked alongside an exceptionally talented team called Maker Innovation to bring a brand new product offering to life — an e-commerce website builder called Pattern.

Our vision was to create the simplest website building experience on the market. Within a few clicks, sellers should be able to generate a gorgeous site that is pre-populated with their Etsy shop content and immediately ready for launch.

As design lead, my task was to create a suite of tools that turned the overwhelming task of creating a website into an experience that felt like second nature. The entire journey had to be intuitive — from populating and styling content, to maintaining a blog, to buying and transferring domains.

 

Launch Website

 
 

 

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Pattern's mission was to be the simplest website builder on the market. Using an Etsy user's inventory, we could generate a beautifully crafted site in a matter of clicks. Designing the starter templates was one of my roles.

 
 
 
 
 
 

Perfecting seller onboarding was a top priority. The experience had to feel fast but also provide new users an authentic sense of ownership. A combination of quantitative and qualitative data helped us achieve the right balance.

 
 
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Pattern's UX was made to be playful and unthreatening without sacrificing customizability. This is achieved by surfacing basic design decisions while providing the means for advanced users to drill down.

 
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Beyond website building, it was important to create tools that empowered our users to grow and maintain an audience. Among these are a hub that connects third-party marketing services, a blog management center, and a portal to buy and transfer domains.

 
 
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