The Ask

Make Etsy appealing for men.

The Problem

Etsy’s website UX reflects its reputation as an overtly feminine platform for e-commerce.


Highlight the “raw materials” section of Etsy as a launching pad for all kinds of creative projects.


The Situation

90% of Etsy users are women. The website is tailored toward helping users find sellers and products naturally associated with the “womanly arts,” from hand-lettered signage to jewelry and knitting, giving Etsy a reputation as an e-commerce platform exclusively for women.

How can we start to challenge the perception that Etsy isn’t for the male craftsman?

Craft Buddies: Aaron Lee, Zavi Harman, Anna Boutchard