Creating tools for non-designers
Too many templates, too little time
PosterMyWall is a tool for non-designer to create assets for marketing like posters and flyers. As we scaled, our community-driven templates increased by thousands every month. This quickly turned into overload. Through customer feedback we found that more time was being spent searching for templates than designing.
Following the trail of clicks
To understand the problem, I used Google Analytics and Hotjar to trace how users navigated the gallery. Watching heatmaps and session replays made it clear. Users were stuck in loops, 90% of them exiting the page even before scrolling past the second row of results.
Wireframing to get early feedback
The challenge was partly technical. Our backend separated searches by keyword, theme, and size sending users down fragmented flows with inconsistent results. To fix this, we grouped themes and sizes together while keeping keyword search distinct.
In Figma, I built high-fidelity wireframes to test different layouts. By visualizing the gallery early, I was able to gather feedback and iterate quickly alongside some of our power users.
Improvements that delight
The redesigned template search fundamentally changed the experience:
The advanced filtering meant less time lost hunting for templates, more time creating professional designs that helped them run campaigns, promote events, or engage customers. The gallery transformed from a roadblock into an on-ramp.