We redesigned Webflow’s template marketplace to tackle pain points voiced by both creators and customers. The marketplace struggled with discoverability due to an oversaturation of designs and outdated filtering and search tools, making it hard for users to find the right templates. By creating a category-first discovery experience, with redesigned filter and search functionality, we made it easier for users to discover templates that fit their needs. I collaborated with PMs and engineers on revamp of the category and style taxonomy. The redesign resulted in a streamlined marketplace that’s much simpler to navigate and positively impacted conversion rates.
To address discoverability challenges in Webflow’s template marketplace, we leveraged conversion data, user research, and Microsoft Clarity insights to identify key pain points. Customrs struggled with finding the right templates due to an overwhelming number of options and outdated filters. We created a category-first discovery experience, redesigning filter and search functionality and collaborating with PMs and engineers to overhaul the category and style taxonomy. The result was a streamlined marketplace that’s easier to navigate, improving the user experience and driving measurable improvements in conversion rates.
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