STREAMLINE • 2025
40% new sign-ups with free trial offer
TIMELINE
2 weeks
ROLE
Product Designer (Me!)
TEAM
Founder
Product Marketeer
Developers
Tl;dr
ABOUT STREAMLINE
Streamline is a B2B SAAS asset library with millions of users including Fortune 100 companies. Streamline is a design tool built around a large catalog of high-quality vector assets like icons and illustrations. Designers, marketers, and developers use it to browse huge sets, drop assets into collections, customize them, and export in the formats and sizes they need for products, decks, or code.
WEB APP
the problem
Costs were climbing because most members defaulted to support instead of using self‑serve. We were seeing around 116k support calls a month for about 800k active loan members, a clear evidence that people weren’t getting answers in the product itself. As more people paid late, delinquency risk rose and the business took a hit.
MY ROLE
From 2022 to 2024, I led product design at Streamline, joining with almost no prior experience in the asset-library space. I just had a lot of curiosity and a willingness to learn on the job. Looking back, there’s so much I would approach differently, but this project gave me a solid foundation in design, leadership, collaboration, and the real feeling of shipping!
IMPACT
We saw huge lifts in feature discovery +395% and logins +64%, calls dropped ~29%, and payment conversion rose ~26%.
PROBLEM
We were not getting enough backlinks to our website
Streamline took a pretty open approach right from the start. Users could wander through our entire library, pick an icon, customize it, and download it without having to give us anything in return. Not even an email or a nod of attribution. But, this super open-door policy started to hurt us a bit. We realized we were missing out on collecting emails from our users and weren't getting nearly as many backlinks to our website as we could have.
GOAL
How might we capture user emails with an intention to offer something back in exchange?
The PM shared data from the internal tool and shared why members call so and what % call for what reason.
PROCESS
A user once suggested me a cool solution on a research call
On a research call where we were finding out ways to encourage users to upgrade, a user new to Streamline offered a thought that really stayed with us. They wondered, why not let people test out our service before buying, similar to a gym membership trial? It seemed like a fair approach – giving users a taste of what we offer before asking them to commit. Inspired by this trial analogy, we started thinking: how could we offer value that users would be happy to exchange their emails with us?
WHAT WE LAUNCHED
10 credits for free on all premium sets for web and desktop platform
We designed a straightforward process that begins with a floating banner shown to any signed-out visitor browsing through premium sets. If the user encounters a premium feature or asset, we prompt a signup modal to guide them through signing up to receive 10 free credits. This achieves our goal of collecting feedback.So, how do we offer value to users? We simply ask them to verify their email to ensure it's a verified account, and voila, they're in!What's more, we offer users a choice. They can upgrade or stick with the free plan once their credits run out. This way, we ensure there's no pressure to upgrade, especially if they didn't enjoy their free trial.
We launched the new version to 15% of the user base to test the waters…
How did we prevent the abusers?
Our dev team really put in the effort to safeguard our free credit system from misuse. We took every step necessary to spot similar email IDs and stop users from registering multiple times with the same email. We even tracked IP addresses to prevent users from creating more than one account. Of course, it's challenging to halt all forms of abuse completely, but through these measures, we've managed to significantly reduce it.
IMPACT
The project helped increase sign ups and conversion as well.
↑ 40%
Increase in sign ups
↑ 19K
Emails collected
↓ 8%
Increase in upgrades
Data showing the surge in sign ups after the free trial offer.
Data showing the surge in emails we have been able to collect.
REFLECTION
My key takeaways and learnings!