Wedding Registry

Overview

Etsy's registry product was nearly a decade old with no meaningful investment — yet 11,000 buyers a year were still creating registries on it, a clear signal that demand existed even without Etsy actively supporting it. The business case was compelling: registry creators return to Etsy constantly throughout their event lifecycle, guests who land on a registry tend to buy beyond the list, and weddings map directly to Etsy's strengths in Home & Living and personalization. The opportunity was there. It just needed a product worthy of it.

The catch: the existing codebase was too outdated to build on, making this effectively a 0-to-1 rebuild. My squad had one quarter to design and ship a new version of the product globally — across the US, Europe, Australia, and Japan — timed to wedding season. That meant making fast, deliberate decisions about what the MVP needed to be, what to cut, and how to lay the groundwork for a longer-term registry vision while still hitting the deadline.

Product Launch

After rollout of our MVP, we launched with a full media campaign, including a little help from influencer Antoni Porowski from Queer Eye