Desygner · 2018 - 2021

Redesigning Desygner for 30M users.

Rebuilt for non-designers and scaled to 30M across platforms.

Lead Product Designer 12 designers, 4 teams Web · iOS · Android Design system
Desygner design tool redesign case
Desygner Design tool for non-designers

Strong features were not enough. The product had to earn trust.

Reviews showed that users liked the feature set but did not trust the product enough to pay. The redesign focused on strong defaults, clearer navigation, better upgrade moments, and guardrails for people who do not speak design.

Defaults

Template-first starts

People start from useful structures instead of intimidating blank canvases.

Testing

Three markets

Australia, Brazil, and the US shaped navigation, onboarding, and upgrade flow.

Scale

One system, many brands

White-label foundations supported enterprise clients including AWS and Oracle.

My contribution

I owned the system, and the moments where users decide to pay.

Led 12 designers across 4 teams and 30+ engineers — defaults, templates, and guardrails that turned trust into revenue.

01

Led the redesign end to end

I owned UX strategy, UI direction, design-system foundations, and quality across multiple product teams.

02

Designed for non-designers

I pushed strong defaults, templates, and guardrails so users could create useful assets without understanding design theory.

03

Improved the business moments

I used research and A/B tests to rebuild upgrade flows and value perception — the levers behind the premium subscription growth.

Mobile redesign

Template-first flows, native navigation, and a home built for non-designers.

The mobile app gives people clear entry points — templates, automated tools, seasonal content — plus bottom navigation that makes the product feel native instead of a wrapped web tool.

Desygner mobile app screens: login, home, templates, editor, and project menu
Login, home, template browser, editor, and project actions across the mobile experience.

Web studio & templates

Structured templates and a studio that keeps editing fast.

Templates got real categories — business cards, flyers, social posts — and the studio kept powerful editing without exposing every option at once.

Desygner web template gallery and studio editor
Template gallery and studio editor with structured categories and in-context tools.

Design system

One component library. Four teams, three platforms, and enterprise white-labels shipped from it.

The library covered sharing, visibility, duplication, and workspace actions — and white-label clients including AWS and Oracle ran on the same components.

12 designersAcross 4 product teams
3 marketsResearch across AU, BR, and US
Web · iOS · AndroidOne system, three platforms
AWS · OracleWhite-label enterprise clients
Desygner design system context menu variants
Context menu patterns for assets, projects, visibility, and workspace actions.

The charts

Growth had to show up in users and revenue.

I measured the redesign in registered users across platforms and in premium subscriptions. Trust, navigation, and upgrade flows improved — and revenue followed.

From 4M users in 2018 to 30M+ by 2021. Registered users by year across iOS, Android, and web.
4M 2018
10M 2019
18M 2020
30M+ 2021
Premium subscriptions grew 59% after the redesign. Subscription uplift tied to UX, trust, and upgrade-flow improvements.
Before Baseline
+59% After redesign
59%Increase in premium subscriptions
4.7App Store / Play Store rating
180Countries reached