Users feel overwhelmed with too many features.
“I don’t see the point of two color editors, it always confuses me.”
STREAMLINE • B2B SAAS • SHIPPED 2023
Redesigning Streamline's asset library for better workflow
TIMELINE
4 months
ROLE
Product Designer (Me!)
TEAM
Founder
Growth Marketeer
Developers
OVERVIEW
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.
My first leap from a curious early career designer to shipping big!
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!
CORE FLOWS & FEATURES
In 4 months, I was prepared to join all the parts to create a whole new app!
interactive cards
Browse
Search
streamlineinteractive cards
Asset card
Layers
interactive cards
Customisation
Computer Screen
interactive cards
IMPACT
The feature discovery increased by ↑46% and retention by ↑13%.
After launch, the strongest lift was in usage: feature discovery rose about 46%, and retention improved by 13%, which matched the goal of making the library easier to find and stick with. Conversion increased roughly ~2% which was not our benchmark which meant we needed to go back to our drawing board.
PROBLEM
Even though Streamline offered high‑quality assets, users weren’t retaining or converting, so the business was suffering.
Streamline’s asset library was already strong but the app wasn’t turning visits into habits or paid plans. Retention was low and conversion sat around less than 1%, so revenue didn’t line up with how good the assets actually were.
~5%
Retention
~0.9%
Conversion
LEARNING FROM DATA & USERS
Out of curiosity, I wanted to dig deeper into the existing data to figure out what the missing piece was.
I started with what we already had in Mixpanel for the last 30 days. The funnel made the gap obvious: plenty of traffic and sign-ups, then almost nobody on the upgrade step. A separate view of feature usage showed the same story in a different shape. Search and the color editor got real use, while a long tail of features barely moved.
Users signed up in the last 30 days, but did not upgrade to the premium plan.
Feature usage is low, so assuming that users are unable to discover it or don't find it helpful.
That still did not answer the 'why,' but it directed me towards the real users.
Mixpanel helped understand where people dropped and what was underused, but it couldn't explain the low metrics. I leaned on people with low engagement or stalled conversion so we heard fresh friction. I still ran a few calls with power users so we didn't break workflows that already worked and understanding why they liked Streamline.
Light users
Primary research
Power users
Secondary research
The findings revealed more pain points than I expected and it changed the scope of the project.
😞
Users struggling to
find existing features
😡
Pricing too high relative
to value provided
🙅
Search results are
not always relevant
👎
Time consuming
to edit icons
🙅
Customisation options
are design jargons
😞
Friction to differentiate
free vs paid content
😡
Free users get
too many paywalls
👎
Interface seems cluttered
and complex to use
😞
Not enough education
about how to use features
😡
Users cannot search
within categories
🙅
Users need more
formats to export
DEFINING THE SCOPE
The project began as a conversion push and expanded into layout, findability, and end-to-end flows.
Once research showed the app was hard to use, I had to decide what I would and would not try to solve in this project. I brainstormed with Vincent, Khushi and Victor about how to go about with this redesign. I was left with a list of things I could improve, and a list of things to build from scratch.
DESIGN GOAL
Earn conversion by making Streamline useful in real workflows.
Simplify! Simplify! Simplify!
Make the features simpler with intuitive workflows.
Increase perceived value
Enhancing the design and experience to showcase value of the product.
Scalability for future
Making sure the product doesn't feel bloated as new features get added.
PROCESS
I started exploring each feature bit by bit.
By the end of the process I was left with multiple explorations and a design system.
TESTING
We launched the new version to 5% of the light user pool and kept our eyes fixed on HotJar recordings.
We fixed multiple details and SEO issues internally before opening it to a small pool of users.
3 days post test results, exports dropped by ↓ 29%.
The early numbers showed that users were struggling to find format options because the options were displayed under the dropdown, making them much harder to spot.
BEFORE 29%
Users did not click on the format dropdown
AFTER 83%
Renaming and disclosing the formats upfront
FINAL DESIGN
What we finally shipped to Streamline users!
FINAL OUTCOME
The feature discovery increased by 46% which was a big win but conversion did not make the cut.
↑ 46%
Feature discovery
↑ 13%
User retention
↑ ~2%
Conversion
WALL OF LOVE
The new version of Streamline received a lot of love online!
REFLECTION
My key takeaways and learnings