Pngtree Redesign
Redesigning the designer's tool
The Problem
Pngtree, a stock resource website offering images and design assets, had a user experience that felt overwhelming and unclear. While it offered value to both free and premium users, its visual clutter, inconsistent navigation, and confusing upgrade flow made it difficult for users to find what they needed or understand how to unlock more features.
Pngtree, a stock resource website offering images and design assets, had a user experience that felt overwhelming and unclear. While it offered value to both free and premium users, its visual clutter, inconsistent navigation, and confusing upgrade flow made it difficult for users to find what they needed or understand how to unlock more features.
Client
Pngtree
Services
Heuristic Evaluation Usability Testing Interactive Prototype
Industries
Stock media and digital design industry
Date
Janurary 2024
The Outcome
We redesigned key workflows to clarify value, simplify navigation, and reduce friction across the site.
The final prototype focused on:
✅ A streamlined image search and download experience
✅ A more intuitive and informative membership upgrade flow
✅ Consistent visual language across CTAs, tabs, and pricing tiers
✅ Minimized intrusive elements to build trust and help users navigate with ease
The result? A cleaner, more transparent experience that guides users smoothly—whether they’re downloading a single asset or exploring subscription options.
The Outcome
We redesigned key workflows to clarify value, simplify navigation, and reduce friction across the site.
The final prototype focused on:
✅ A streamlined image search and download experience
✅ A more intuitive and informative membership upgrade flow
✅ Consistent visual language across CTAs, tabs, and pricing tiers
✅ Minimized intrusive elements to build trust and help users navigate with ease
The result? A cleaner, more transparent experience that guides users smoothly—whether they’re downloading a single asset or exploring subscription options.
Click screens to view prototyped demo
1. Downloading an image for a National Puppy Day poster:
Tab navigation for quick browsing
Clean detail page with essential specs
Dropdown download options
Confirmation screen for feedback
2. Acquiring a membership for a team:
Visible "Subscribe" CTA
Clear tab explanations
Search/filter for plan discovery
List view for easy comparison
How We Got There
Heuristic Evaluation
We kicked off with a heuristic analysis using principles such as Nielsen’s 10 and Critical Response, identifying issues like:
Overwhelming CTAs that led to decision fatigue
Inconsistent use of icons and tabs, creating navigation uncertainty
Unclear license messaging that left users feeling unsure about asset usage rights
How We Got There
Heuristic Evaluation
We kicked off with a heuristic analysis using principles such as Nielsen’s 10 and Critical Response, identifying issues like:
Overwhelming CTAs that led to decision fatigue
Inconsistent use of icons and tabs, creating navigation uncertainty
Unclear license messaging that left users feeling unsure about asset usage rights
User Testing
Next, we ran usability tests with 7 participants through online and in-person sessions. Participants were asked to:
Key insights included:
Users misunderstood license and download limitations
Many skipped over important visual cues
Upgrade pages were visually cluttered, leading to early drop-off
There was confusion between personal and team plans
User Testing
Next, we ran usability tests with 7 participants through online and in-person sessions. Participants were asked to:
Key insights included:
Users misunderstood license and download limitations
Many skipped over important visual cues
Upgrade pages were visually cluttered, leading to early drop-off
There was confusion between personal and team plans
Design Improvements
Using feedback, we designed low- and mid-fidelity wireframes to address the most pressing problems:
New homepage layout with better information hierarchy
Consolidated membership options into clearer tab structure
Download button redesigned as a dropdown for less visual noise
Simplified pop-up confirmation after download, with license info up front
Removed duplicate CTAs to guide users more effectively
The Comparison:
Design Improvements
Using feedback, we designed low- and mid-fidelity wireframes to address the most pressing problems:
New homepage layout with better information hierarchy
Consolidated membership options into clearer tab structure
Download button redesigned as a dropdown for less visual noise
Simplified pop-up confirmation after download, with license info up front
Removed duplicate CTAs to guide users more effectively
The Comparison:
Final Thoughts This project showed that great PX isn't always about adding more—it’s about making what’s already there feel effortless, trustworthy, and clear. Through small but strategic changes, we turned a cluttered interface into a smoother, more user-friendly experience.