Create. Design. Inspire
Crafting a homepage that moves both users and metrics.
THE CHALLENGE
Shutterstock needed more than a fresh coat of paint. The goal was clear: evolve the homepage to better represent the full breadth of Shutterstock’s creative tools and content and turn qualified visitors into paying customers.
As principal product designer, I led the design vision and execution, translating strategic business goals and research insights into a flexible, conversion-driven experience.
The old homepage emphasized search but failed to communicate Shutterstock’s full creative value. The new design builds momentum through structured storytelling, product discovery, and smarter navigation paths.
OUR HYPOTHESIS
We believed that introducing Shutterstock’s Creative Flow design tools early in the homepage experience, paired with a compelling free trial offer, would attract higher-intent visitors and drive deeper engagement.
Adding new homepage modules to highlight emerging content areas like 3D, music, SFX, and generative AI would give users more ways to explore and convert.
Every design decision started with a simple goal: make the homepage work harder for the business and the user.
It was never just about refreshing the look and feel. The focus was on building a smarter, more strategic experience that surfaced Shutterstock’s full value, captured high-intent visitors, and moved them toward action.
COLLABORATIVE DISCOVERY
Working closely with our UX design researcher and marketing teams, we reviewed persona insights developed through JTBD methodology and brand tracker profiles.
Site behavior analysis revealed a clear pattern: most homepage engagement was concentrated on the search bar, with users largely missing the broader Shutterstock ecosystem. This opened up a major opportunity to redesign the homepage flow, create strategic entry points, and guide visitors toward more valuable interactions.
Real user needs and motivations, gathered through research and persona development, helped prioritize which offerings to feature and how to guide users toward higher-value actions.
Early user behavior analysis revealed a missed opportunity. With interactions heavily concentrated on the search bar, the homepage had to evolve to surface Shutterstock’s broader ecosystem earlier and more clearly.
COMPETITIVE INSIGHTS
Competitive research and Baymard* Institute best practices reinforced our findings. Leading platforms paired strong brand value propositions with clear offers and intuitive content structures. To compete, Shutterstock needed to strengthen its visual hierarchy, improve content organization, and connect its creative ecosystem directly to user needs.
*Baymard is an independent UX research institute. Shutterstock subscribed to their best practices, benchmarks, and design examples.
Competitive analysis confirmed that leading platforms paired strong value propositions with clear offers and structured content. To match and exceed user expectations, Shutterstock’s homepage needed a sharper hierarchy and a more strategic visual flow.
DESIGN APPROACH
Visually, we prioritized clarity, momentum, and discoverability:
Modernizing the Hero: We reimagined the hero section to immediately introduce Creative Flow tools with a bold free trial CTA, capturing user attention at first scroll.
Building Flexible Modules: New homepage sections surfaced Shutterstock’s evolving offerings, designed for easy updates and scalability as the brand continues to grow.
Testing and Iterating: Throughout the process, we conducted design experiments on layout variations, content density, and CTA placement to optimize for engagement and conversion.
A FOUNDATION FOR GROWTH
The homepage redesign strengthened how Shutterstock showcases its creative ecosystem. By refining the layout, surfacing emerging tools, and modernizing the visual hierarchy, the homepage became a more effective driver of exploration and engagement.
Key improvements included:
Surfacing Emerging Tools
Prominent placement of 3D, music, SFX, and generative AI offerings improved discoverability across user journeys.
Encouraging Exploration Beyond Search
New pathways and content modules guided users to interact with a wider range of tools and resources.
Modernizing Without Losing Familiarity
The search-first functionality remained central, while updated content structure and design made exploration easier and more intuitive.
These updates helped reposition Shutterstock as a growing creative platform, expanding beyond its legacy as a stock content marketplace.
Key Outcomes
$700K + in projected incremental bookings (12-month estimate)
Improved visibility for Shutterstock’s expanded offerings (AI, video, SFX, 3D)
Stronger homepage hierarchy driving higher engagement
Visual updates aligned with brand evolution and conversion goals
Clearer content paths designed to reduce friction and increase web order rate
Looking Ahead
The homepage redesign set the foundation for future innovation, giving Shutterstock a more flexible platform to showcase its expanding creative ecosystem and deepen long-term user engagement.