Graswald was a nature-focused 3D asset marketplace that catered to digital artists and VFX professionals. As the sole product designer, I worked on improving the end-to-end user experience from browsing and purchasing assets to downloading and managing licenses. My work focused heavily on research, user feedback, and iterative design to reduce user friction and improve retention across the platform.
YEAR
2023 - 2024
ROLE
Product Designer
SERVICES
Product Design
Ux Research
My Role
Led UX research across 700+ survey responses and multiple user interviews
Identified friction points in the browsing and download journey
Redesigned key flows: asset pages, checkout, onboarding, and account dashboard
Worked closely with engineering and marketing to implement design changes and track improvements
Contributed to brand consistency and helped build foundational UI patterns for later scale
Problem & Solution
Users were dropping off after signup and not returning to complete downloads or make purchases. The navigation was unintuitive, asset discovery was inconsistent, and license management was unclear.
Through deep user research and flow auditing, I redesigned the browsing experience, streamlined the asset preview and download process, and created clearer messaging around licensing. These updates reduced confusion, improved discoverability, and increased user return rates.
Research & Discovery
700+ Survey Responses: We analyzed the largest set of feedback we’d ever collected, uncovering key frustrations: unclear search filters, lack of asset previews, and download confusion.
1:1 Interviews: Follow-up interviews helped surface nuanced behaviors, why users preferred third-party marketplaces or why they abandoned carts.
Heuristic Audit: I evaluated key screens using Jakob Nielsen’s principles and highlighted inconsistencies across the checkout and profile flows.
Competitive Review: Compared Graswald's UX to Poly Haven, Sketchfab, and Quixel to identify areas for parity and differentiation.
Responsive Designs
Although not mobile-responsive, I focused on a clean, distraction-free desktop experience. Key design upgrades included:
Asset Cards: Larger, clearer thumbnails with better labels and hover previews
Search & Filter UX: Improved hierarchy, multi-select filters, and category-based browsing
Licensing UX: Added inline tooltips and visual cues to explain usage tiers
Checkout Flow: Condensed multi-step process with error handling and cart-saving logic
More Screens
I redesigned the user dashboard to give artists better access to:
Purchased and licensed assets
Download links with version history
License usage information
Customer support and account settings
A focus on visual hierarchy, white space, and nature-inspired UI elements aligned with the brand’s aesthetic.
Learnings
Clear language and visual feedback are essential for reducing user uncertainty in transactional flows
Systematic research synthesis helped turn overwhelming feedback into actionable priorities
Designing for desktop doesn’t excuse complexity, simplification and consistency still drive engagement
When targeting creators, your design needs to feel useful and inspiring at once
Smooth Scroll
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This will hide itself!
Graswald Case Study
OVERVIEW
Graswald was a nature-focused 3D asset marketplace that catered to digital artists and VFX professionals. As the sole product designer, I worked on improving the end-to-end user experience from browsing and purchasing assets to downloading and managing licenses. My work focused heavily on research, user feedback, and iterative design to reduce user friction and improve retention across the platform.
YEAR
2023 - 2024
ROLE
Product Designer
SERVICES
Product Design
Ux Research
My Role
Led UX research across 700+ survey responses and multiple user interviews
Identified friction points in the browsing and download journey
Redesigned key flows: asset pages, checkout, onboarding, and account dashboard
Worked closely with engineering and marketing to implement design changes and track improvements
Contributed to brand consistency and helped build foundational UI patterns for later scale
Problem & Solution
Users were dropping off after signup and not returning to complete downloads or make purchases. The navigation was unintuitive, asset discovery was inconsistent, and license management was unclear.
Through deep user research and flow auditing, I redesigned the browsing experience, streamlined the asset preview and download process, and created clearer messaging around licensing. These updates reduced confusion, improved discoverability, and increased user return rates.
Research & Discovery
700+ Survey Responses: We analyzed the largest set of feedback we’d ever collected, uncovering key frustrations: unclear search filters, lack of asset previews, and download confusion.
1:1 Interviews: Follow-up interviews helped surface nuanced behaviors, why users preferred third-party marketplaces or why they abandoned carts.
Heuristic Audit: I evaluated key screens using Jakob Nielsen’s principles and highlighted inconsistencies across the checkout and profile flows.
Competitive Review: Compared Graswald's UX to Poly Haven, Sketchfab, and Quixel to identify areas for parity and differentiation.
Responsive Designs
Although not mobile-responsive, I focused on a clean, distraction-free desktop experience. Key design upgrades included:
Asset Cards: Larger, clearer thumbnails with better labels and hover previews
Search & Filter UX: Improved hierarchy, multi-select filters, and category-based browsing
Licensing UX: Added inline tooltips and visual cues to explain usage tiers
Checkout Flow: Condensed multi-step process with error handling and cart-saving logic
More Screens
I redesigned the user dashboard to give artists better access to:
Purchased and licensed assets
Download links with version history
License usage information
Customer support and account settings
A focus on visual hierarchy, white space, and nature-inspired UI elements aligned with the brand’s aesthetic.
Learnings
Clear language and visual feedback are essential for reducing user uncertainty in transactional flows
Systematic research synthesis helped turn overwhelming feedback into actionable priorities
Designing for desktop doesn’t excuse complexity, simplification and consistency still drive engagement
When targeting creators, your design needs to feel useful and inspiring at once
Smooth Scroll
This will hide itself!
This will hide itself!
Graswald Case Study
OVERVIEW
Graswald was a nature-focused 3D asset marketplace that catered to digital artists and VFX professionals. As the sole product designer, I worked on improving the end-to-end user experience from browsing and purchasing assets to downloading and managing licenses. My work focused heavily on research, user feedback, and iterative design to reduce user friction and improve retention across the platform.
YEAR
2023 - 2024
ROLE
Product Designer
SERVICES
Product Design
Ux Research
My Role
Led UX research across 700+ survey responses and multiple user interviews
Identified friction points in the browsing and download journey
Redesigned key flows: asset pages, checkout, onboarding, and account dashboard
Worked closely with engineering and marketing to implement design changes and track improvements
Contributed to brand consistency and helped build foundational UI patterns for later scale
Problem & Solution
Users were dropping off after signup and not returning to complete downloads or make purchases. The navigation was unintuitive, asset discovery was inconsistent, and license management was unclear.
Through deep user research and flow auditing, I redesigned the browsing experience, streamlined the asset preview and download process, and created clearer messaging around licensing. These updates reduced confusion, improved discoverability, and increased user return rates.
Research & Discovery
700+ Survey Responses: We analyzed the largest set of feedback we’d ever collected, uncovering key frustrations: unclear search filters, lack of asset previews, and download confusion.
1:1 Interviews: Follow-up interviews helped surface nuanced behaviors, why users preferred third-party marketplaces or why they abandoned carts.
Heuristic Audit: I evaluated key screens using Jakob Nielsen’s principles and highlighted inconsistencies across the checkout and profile flows.
Competitive Review: Compared Graswald's UX to Poly Haven, Sketchfab, and Quixel to identify areas for parity and differentiation.
Responsive Designs
Although not mobile-responsive, I focused on a clean, distraction-free desktop experience. Key design upgrades included:
Asset Cards: Larger, clearer thumbnails with better labels and hover previews
Search & Filter UX: Improved hierarchy, multi-select filters, and category-based browsing
Licensing UX: Added inline tooltips and visual cues to explain usage tiers
Checkout Flow: Condensed multi-step process with error handling and cart-saving logic
More Screens
I redesigned the user dashboard to give artists better access to:
Purchased and licensed assets
Download links with version history
License usage information
Customer support and account settings
A focus on visual hierarchy, white space, and nature-inspired UI elements aligned with the brand’s aesthetic.
Learnings
Clear language and visual feedback are essential for reducing user uncertainty in transactional flows
Systematic research synthesis helped turn overwhelming feedback into actionable priorities
Designing for desktop doesn’t excuse complexity, simplification and consistency still drive engagement
When targeting creators, your design needs to feel useful and inspiring at once
Smooth Scroll
This will hide itself!
This will hide itself!