Since its inception in 2005, Etsy.com has been a trendsetter, a unique retail portal that emphasizes conscious consumption, community, and beauty. The use of member-curated collections (aka “treasuries”) on the home page to highlight all the wonderful handmade work, vintage items, and craft supplies that could be found in the shops of Etsy.com was inherently thoughtful, hands-on, and purposeful. Crowdsourcing this content set Etsy.com apart in the competitive online retail field and created a dynamic landing for new users and members alike. The chance that a community member could spotlight their handpicked items on the home page created an enormous network of teams, curators, and favorites. This network quickly became the beating heart at the center of Etsy.com. 

With the recent complete overhaul of the Etsy.com landing page, and the loss of the universal home page treasury feature, that beating heart is on life support. With two separate landing pages for visitors and registered users, the experience is disjointed and the optics are jumbled, repetitive, and produced by an algorithm. It is the opposite of all that inspires, motivates, surprises, and delights about Etsy.com.

Save Etsy. Save the universally-seen, member-curated treasury feature on the home page.