Shayne Heathfield
Case studies
About
Shayne Heathfield
Case studies
About
E-commerce
Increasing revenue at Etsy by iterating on the Star Seller program
Increasing revenue at Etsy by iterating on the Star Seller program
How I built trust with Etsy’s top sellers by introducing Star Seller signals: boosting buyer awareness by 36% and driving repeat business.
How I built trust with Etsy’s top sellers by introducing Star Seller signals: boosting buyer awareness by 36% and driving repeat business.
Industry
E-commerce
Project date
2022
Platforms
iOS, Android, Web
iOS, Android, Web
Approach
I partnered cross-functionally to deliver impactful features and uncovered new opportunities. Following the Product Operating Model (by silicone valley product group), I partnered with my team to design and test outcome-focused solutions that balanced user value and business impact.
Results
→ Drove seller growth by designing solutions that boosted repeat business
→ Elevated buyer experience by defining seller standards and showcasing top shops
↑ 36.3%
buyer awareness
of Star Sellers
+$1M
in additional revenue with
new search filter
↑ 9%
adoption in first month
of auto reply launch
Industry
E-commerce
Project date
2022
Platforms
iOS, Android, Web
Approach
I partnered cross-functionally to deliver impactful features and uncovered new opportunities. Following the Product Operating Model (by Silicone Valley Product Group), I partnered with my team to design and test outcome-focused solutions that balanced user value and business impact.
Results
→ Drove seller growth by designing solutions that boosted repeat business and visibility of offers
→ Elevated buyer experience by defining seller quality standards and showcasing top shops
Work in progress
For more details, please view on a tablet or desktop.
Work in progress
For more details, please view on a tablet or desktop.
Work in progress
For more details, please view on a tablet or desktop.
Work in progress
For more details, please view on a tablet or desktop.
How might we…
Iterate on the application of the star seller badge and its signals to increase awareness of the program for buyers.
Educating buyers on the value of Star Sellers drove 6x conversion
While generic badges shrank orders by -0.03%, Star Seller recognition increased ordering rates by +0.20%, proving that clear messaging directly translates into stronger purchase intent.
Educating buyers on the value of Star Sellers drove 6x conversion
While generic badges shrank orders by -0.03%, Star Seller recognition increased ordering rates by +0.20%, proving that clear messaging directly translates into stronger purchase intent.
Redesigned badges doubled awareness: 17% → 36%
Initially, fewer than 1 in 5 buyers noticed the Star Seller badge. After a design refresh, recognition nearly doubled—rising to 36%—demonstrating the power of visual clarity in driving awareness.
Redesigned badges doubled awareness: 17% → 36%
Initially, fewer than 1 in 5 buyers noticed the Star Seller badge. After a design refresh, recognition nearly doubled—rising to 36%—demonstrating the power of visual clarity in driving awareness.
Launched a Star Seller filter that increased conversion by 3%
Empowered buyers to shop with confidence by making top-rated sellers instantly discoverable.
Paved the way for new filters like Etsy's Picks.
Launched a Star Seller filter that increased conversion by 3%
Empowered buyers to shop with confidence by making top-rated sellers instantly discoverable.
Paved the way for new filters like Etsy's Picks.
Researched industry leaders in recognition systems
I conducted competitor research into Airbnb Superhost and Uber Eats Top Eats programs to benchmark best practices in highlighting top performers.
Researched industry leaders in recognition systems
I conducted competitor research into Airbnb Superhost and Uber Eats Top Eats programs to benchmark best practices in highlighting top performers.
Launched auto reply feature with 9% adoption
This time-saving feature helps sellers streamline their business operations by auto-replying to common buyer questions.
During the experimentation period, users responded to the feature positively with a 4:1 thumbs up to thumbs down ratio.
Launched auto reply feature with 9% adoption
This time-saving feature helps sellers streamline their business operations by auto-replying to common buyer questions.
During the experimentation period, users responded to the feature positively with a 4:1 thumbs up to thumbs down ratio.
Thoughtful words from colleagues
“Shayne has really excelled at building product knowledge. He jumped right into an extremely complex space spanning both the buyer and seller experience, and really quickly developed not only knowledge but solid instincts.
A great example of this has been his work on the auto replies feature and the Star Seller filter (which were worked on in parallel). They represent two completely different aspects of the customer experience, and Shayne was able to deliver on both in a short amount of time.”
Bowen Slate-Greene
Senior Staff Product Manager, Etsy
“Shayne was very collaborative in working with the engineers on the team to determine the best solution to deliver the feature on time but still have high design quality. He’s generous with his time and is always open to jumping on a call or talking through different scenarios on slack.
Although only having been at Etsy for a couple of months, Shayne is very knowledgeable about Collage components and has great ideas on how best to utilize those designs. This resulted in the project launching in time without impacting the user experience!”
Kat Chai
Senior Software Engineer, Etsy
“Shayne has really excelled at building product knowledge. He jumped right into an extremely complex space spanning both the buyer and seller experience, and really quickly developed not only knowledge but solid instincts.
A great example of this has been his work on the auto replies feature and the Star Seller filter (which were worked on in parallel). They represent two completely different aspects of the customer experience, and Shayne was able to deliver on both in a short amount of time.”
Bowen Slate-Greene
Senior Staff Product Manager, Etsy
“Shayne was very collaborative in working with the engineers on the team to determine the best solution to deliver the feature on time but still have high design quality. He’s generous with his time and is always open to jumping on a call or talking through different scenarios on slack.
Although only having been at Etsy for a couple of months, Shayne is very knowledgeable about Collage components and has great ideas on how best to utilize those designs. This resulted in the project launching in time without impacting the user experience!”
Kat Chai
Senior Software Engineer, Etsy
“Shayne has really excelled at building product knowledge. He jumped right into an extremely complex space spanning both the buyer and seller experience, and really quickly developed not only knowledge but solid instincts.
A great example of this has been his work on the auto replies feature and the Star Seller filter (which were worked on in parallel). They represent two completely different aspects of the customer experience, and Shayne was able to deliver on both in a short amount of time.”
Bowen Slate-Greene
Senior Staff Product Manager, Etsy
“Shayne was very collaborative in working with the engineers on the team to determine the best solution to deliver the feature on time but still have high design quality. He’s generous with his time and is always open to jumping on a call or talking through different scenarios on slack.
Although only having been at Etsy for a couple of months, Shayne is very knowledgeable about Collage components and has great ideas on how best to utilize those designs. This resulted in the project launching in time without impacting the user experience!”
Kat Chai
Senior Software Engineer, Etsy
“Shayne has really excelled at building product knowledge. He jumped right into an extremely complex space spanning both the buyer and seller experience, and really quickly developed not only knowledge but solid instincts.
A great example of this has been his work on the auto replies feature and the Star Seller filter (which were worked on in parallel). They represent two completely different aspects of the customer experience, and Shayne was able to deliver on both in a short amount of time.”
Bowen Slate-Greene
Senior Staff Product Manager, Etsy
“Shayne was very collaborative in working with the engineers on the team to determine the best solution to deliver the feature on time but still have high design quality. He’s generous with his time and is always open to jumping on a call or talking through different scenarios on slack.
Although only having been at Etsy for a couple of months, Shayne is very knowledgeable about Collage components and has great ideas on how best to utilize those designs. This resulted in the project launching in time without impacting the user experience!”
Kat Chai
Senior Software Engineer, Etsy
