Grip takes away all that routine

Grip is a software company, that offers automated content generation based on photorealistic 3D for multiple international brands. 

Grip doesn't aim at the creative part of agencies work, only the on-brand mass-production. Things like Heineken beer bottles labeled correctly for every country and language, rendered in 4K, at any required angle, in minutes. As opposed to days and weeks with traditional agency cycles. Its quite a technology.

But its known in a very small group of top managers and marketeers. And that was the major limiting factor for growth.

Reinvent a web-appliction for a B2B web-based platform that provides automation of visual assets, aimed at multinational consumer brands.

My responsibilities: Product Team Lead, Product Design, Graphic Design.


Interviews with active users showed a few repeating patterns: the original platform design was overwhelmed by a growing toolset, some presets and settings were confusing and abstract, and a lot of users conducted their operations through Grip’s API, effectively bypassing the interface.

Moreover, walkthroughs with users that were not familiar with the Grip interface demonstrated that powerful features such as scalability, infinite variability and photorealism were not intuitive.

People wanted a simple tool to upload and adjust their imagery - be it to replace labels, make quick sketches, or generate images to be used in their day-to-day activities such as advertising or marketing campaigns.

All qualitative and quantitative data called for a pivot to a more friendly, casual and engaging interface - that demonstrated the platform’s possibilities for everyday users in a natural way.

Process & User definitions

Two key users were chosen from L’Oreal, a world leader in personal care products and one of Grip’s clients.

Wade Warren

Marketing Project Manager, working in the central L’Oreal team in Paris (DMI) for the make-up portfolio.

Responsible for overseeing content production on global campaigns with local influence.

Darrell Steward

Marketer, working in the USA for e-commerce content and activations.

Responsible for creating campaign content on a bi-weekly basis, often local (e.g. 4th of July promotions on

Both of them highlighted requirements derived from their daily needs and job responsibilities:

  • Create images that are without a product or without a label.
  • Share to other users\countries.
  • Use the templates, tweak, create versions.
  • Create templates from new images.
  • Several presets can be exported for a specific retailer (Amazon).
  • Create templates with or without products from approved imagery.

The redesign

The holistic goal for Grip was to improve the engagement of their current client base and further expand into new markets and mid-sized client segments.

The way towards achieving this goal was simplified into letting anyone create rich visual content for any product, to be used in any medium, in any location in the world, whenever required.

As a result, design goals were chosen as follows:

  • Update the user interface, focusing on usability and simplicity.
  • Drastically reduce the interface’s learning curve.
  • Reinvent the user experience to make it simple and intuitive for anyone, regardless of skills, while allowing power users to make the most of Grip’s tools.

The interface was built to showcase key elements that users are familiar with or know of intuitively: the inventory of their brand, creations from their or adjacent teams, new arrivals and the recent items worked on by the user.

Design Strategy

The Impact