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Mobile Web is Not (Just) a Technical Challenge

Lara Hogan (Wherewithall)
Mission City Ballroom
Average rating: ****.
(4.37, 35 ratings)

Etsy is an online marketplace whose community spans the globe with buyers and sellers coming from more than 150 countries; more than 50% of our traffic comes from mobile devices. In this presentation, Lara Swanson will walk through the growing importance of building for mobile web as users may be on any device, platform or connection. She’ll share Etsy’s evolution of the mobile web team from its inception in 2011 to its changing role today, and how the team shifted Etsy’s engineering culture to empower and incentivize others to care about mobile web in their daily work. She’ll cover:

  • The hard decisions Etsy engineers made when we started seeing mobile visits, including implementing user agent sniffing and delivering separate mobile templates
  • The difficulties of having a separate mobile engineering team and isolating mobile web work
  • How we recognized the need to have everyone at Etsy own mobile web, and what we did to shift our culture
  • All the mistakes we’ve made with mobile web engineering and what we’ve learned from them
Photo of Lara Hogan

Lara Hogan


Lara Swanson is the Engineering Manager of Mobile Web at Etsy. She champions page load time, experiment-driven design, and delivering a consistent experience to screens of all sizes. She curates (and contributes to) CSS3 Geometry.