PRODUCT DESIGN

Redesigning Streamline’s asset library

Redesigning Streamline’s asset library

Crafting a simplified, more productive design tool

TIMELINE

6 months

MY ROLE

Research,

UX Design,

Visual/UI

TEAM

Vincent Le Moign

Victor Carvalho

Khushi Lunkad

TOOLS

LINK

Website

CONTEXT

About Streamline

Streamline is a design tool offering a premium collection of high-quality icons, illustrations, and other vector assets. You can save them in collections, customize them endlessly, and use them in your designs, presentations, and code.

Problem

Streamline App is a B2C SAAS product providing a vast collection of vector assets for product/graphic designers, marketers and developers. The app allows users to quickly access, customize, and download icons in various formats and sizes.

Feature discoverability

1 out of 10 users used the features

User retention

Less than 5%

Conversion rate

~0.9%

1 in every 10 users did not discover most features

Research

We began by identifying specific problem areas through data analysis, followed by conducting user interviews and a competitor benchmarking study to gain deeper insights.

Bad conversion funnel

30 days data from Mixpanel (Illustrated)

Low feature usage

30 days data from Mixpanel (Illustrated)

User Interviews

Initially, I failed the first unmoderated study as I could not uncover any UX insights as such.


How? Recruited users via Intercom integration
When? Users land on the homepage

Interview details

TOPICS

Feature usage
Upgrade path

AREAS OF FOCUS

Awareness
Engagement
Feedback
Motivations

QUESTIONS

  • How did they learn about the available features?

  • Which features do they use regularly, and why?

  • Are there features they find confusing or unnecessary?

  • Are there features they expected but didn’t find?

  • What improvements would enhance their experience?

  • What value do they expect from upgrading?
    ...and some more!

Research findings

FEATURE DISCOVERY

"It takes me a really really long time to download icons one by one"

Designer, Free user

ENGAGEMENT DECREASE / PAYWALLS

“When I tried to edit anything, it told me that I needed to pay so I stopped trying.”

Marketeer, Free user

DID NOT FIND VALUE

"It’s too expensive for me to pay $200 for icons when I can get free from other places."

Designer, Free user

LIKES OFFERINGS

"No complaints. I love the variety and consistency Streamline provides. I’m a fan since 2018."

Designer, Paid user

Competitor benchmarking

DEFINE

Pain points

21 user calls from three user groups and the diverse persona types, we uncovered interesting insights about their pain points, aspirations and needs.

User Persona

Our user base was large and diverse.
To make Streamline simpler for everyone, we needed to hear from all of them collectively.

Personas that we had already identified:

Brainstorming

I facilitated a team session to review our research findings, where we thoroughly analyzed each pain point to collectively shape our approach moving forward. For each pain point cluster, we brainstormed and documented ideas to enhance the user experience.

UX CHALLENGE

How might we make Streamline web app a productive tool so users retain and convert?

Defining user goals

Simplification of UX

Make the features simpler with intuitive interface

Organisation and accessibility

Help users find what they need easily

Ensure scalability for future

Making sure the product does not feel bloated as new features are added

Increase perceived value

Enhancing the design and experience to showcase value of the product

"Design is so simple, that’s why it is so complicated."

Initial concepts

Explorations

During the design process, I tried to strike a balance in user experience that would accommodate both new users and power users.


A lot was on my plate. I had to organise my tasks well in order for the outcome to be what we desired. To achieve this, I divided the redesign into smaller, manageable sections and focused on iterating each one step by step. This allowed to carefully consider each aspect of the app and make improvements where necessary.

Final Design

Last year in August 2023, we launched a new version of Streamline.

We completely reimagined the user experience of the app, moved things around a lot, and introduced a bold branding created by StudioPaack.

Navigation Sidebar

Customization Sidebar

Search

Header

Asset Card

Multiple-Select

Collection

Explore all 60 sets at the same time from the navigation sidebar

This was a significant upgrade from our previous interface. It made the new design feel lighter and organised in so many ways. Sidebars have become a common feature in modern apps due to their ability to keep information organized and easily accessible. They help flatten the information hierarchy, allowing users to view multiple levels of information simultaneously.

Before

After

Initially there was a lot of going back and forth to find a set a user liked. Imagine not exploring all the sets because it's too time-consuming to browse them all. This had to change so users can explore more sets, use what they like, come back to the app to use it more.

Our sidebar is great for both beginners and power users. It lets new users quickly explore sets and switch between them easily. And for those who are more familiar with the app, it groups sets by bundles, so it's quick to find what they need.

Most importantly, we gave more control to our users over the type of content they browse. The seamless segmented control between premium and free content was a long-standing improvement for free users, as it addressed the confusion caused by unexpected encounters with paywalls for free users. 

Navigation Sidebar

Customization Sidebar

Search

Header

Asset Card

Multiple-Select

Collection

Explore all 60 sets at the same time from the navigation sidebar

This was a significant upgrade from our previous interface. It made the new design feel lighter and organised in so many ways. Sidebars have become a common feature in modern apps due to their ability to keep information organized and easily accessible. They help flatten the information hierarchy, allowing users to view multiple levels of information simultaneously.

Before

After

Initially there was a lot of going back and forth to find a set a user liked. Imagine not exploring all the sets because it's too time-consuming to browse them all. This had to change so users can explore more sets, use what they like, come back to the app to use it more.

Our sidebar is great for both beginners and power users. It lets new users quickly explore sets and switch between them easily. And for those who are more familiar with the app, it groups sets by bundles, so it's quick to find what they need.

Most importantly, we gave more control to our users over the type of content they browse. The seamless segmented control between premium and free content was a long-standing improvement for free users, as it addressed the confusion caused by unexpected encounters with paywalls for free users. 

User Testing

Beta


  • Gained feedback by sharing beta with initial research participants

  • Tested prototype with volunteers through Userberry

  • Early feedback facilitated design refinement before broader testing.

A/B Testing


  • Hypothesized users struggled to find export options quickly

  • Used Statsig for A/B test

  • Variant with export options as visible tabs

  • Increased users viewing/exporting assets (63% vs 55% in control)

Accessibility

ARIA LABELS & SCREEN READERS

Worked with the developer to add labels for screen reading

KEYBOARD

Helps users to interact with the app with just their keyboard

ALT TEXT

Alternate texts added to describe all assets

Overall impact after the redesign

OVERALL METRICS

+13%

User retention

+22%

Increase in Conversion rate

FEATURE DISCOVERY

+66%

Browsing

+69%

Search

+25%

Editor

+40%

Multiple select

+31%

Collection

USER FEEDBACK

Key learnings

Learning about icon industry

Understood the best practices of iconography, how icons are designed, how these customisations should work

Remote Communication

With a project of this massive scale it was tough to communicate async-ly and remotely over loom and slack.

Made by Madhurima

Made by Madhurima