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SaaS Ecosystem

Building the all-in-one creator ecosystem - Streamlabs Ultra

From building 10+ creator tools from scratch to unifying them into one seamless platform.

My Role

Founding Product Designer

Scope

10 tools from scratch

Industry

Creator Ecosystem

Website

streamlabs.com

Timeline

2021 - 2025

Context

Streamlabs (part of Logitech), is one of the most widely used creator platforms -powering over 10 million streamers, gamers, and influencers worldwide.

When I joined the company, the ecosystem was fragmented: creators used separate tools for streaming, editing, clipping, and monetization, each with its own interface and brand.

Over four years, I designed and launched every major Streamlabs product from the ground up, then unified them into one seamless suite - Streamlabs Ultra.

What began as a series of independent experiments evolved into a cohesive ecosystem that now supports the entire creator journey - from going live to editing, repurposing, and earning revenue - all in one place.

Context

Streamlabs (part of Logitech), is one of the most widely used creator platforms -powering over 10 million streamers, gamers, and influencers worldwide.

When I joined the company, the ecosystem was fragmented: creators used separate tools for streaming, editing, clipping, and monetization, each with its own interface and brand.

Over four years, I designed and launched every major Streamlabs product from the ground up, then unified them into one seamless suite - Streamlabs Ultra.

Context

Streamlabs (part of Logitech), is one of the most widely used creator platforms -powering over 10 million streamers, gamers, and influencers worldwide.

When I joined the company, the ecosystem was fragmented: creators used separate tools for streaming, editing, clipping, and monetization, each with its own interface and brand.

Over four years, I designed and launched every major Streamlabs product from the ground up, then unified them into one seamless suite - Streamlabs Ultra.

Total creator tools designed

+68%

+68%

Increase in paid subscription

Design awards

My role, team & scope

Role: Founding & Sole Product Designer (across 10+ products)
Years: 2021 - 2025
Focus: Product strategy, end-to-end UX/UI design, brand integration, and ecosystem unification
Collaborators: PMs, engineers, and marketing teams across multiple product squads, plus Catalyst agency for brand alignment

My Role, team & scope

Role: Founding & Sole Product Designer (across 10+ products)

Years: 2021 - 2025

Focus: Product strategy, end-to-end UX/UI design, brand integration, and ecosystem unification

Collaborators: PMs, engineers, and marketing teams across multiple product squads, plus Catalyst agency for brand alignment

My Role, team & scope

Role: Founding & Sole Product Designer (across 10+ products)

Years: 2021 - 2025

Focus: Product strategy, end-to-end UX/UI design, brand integration, and ecosystem unification

Collaborators: PMs, engineers, and marketing teams across multiple product squads, plus Catalyst agency for brand alignment

Phase 1: Creating the core creator tools

I designed, launched, and scaled each of Streamlabs’ key creator products from scratch, turning early prototypes into high-performing, award-winning tools.

Streamlabs CrossClip (former brand: Crossclip)
Launched 0→1 in 3 weeks; hit 1,000 paid subscribers in 2 weeks; auto-format templates for TikTok/Reels
Streamlabs Video Editor Pro (former brand: Oslo.io)
Introduced real-time multi-user editing (patented); MUSE Platinum Award 2024.
Talk Studio Pro (former brand: Melon)
Designed browser-based live studio; increased guest retention +27%.
Podcast Editor Pro (former brand: TypeStudio)
Integrated text-based editing for podcasters; shortened editing time by 40%
Streamlabs Link Space (former brand: Willow)
Award-winning link-in-bio builder; drove +22% traffic to monetization pages
Streamlabs Console (former brand: Streamlabs Studio)
Built UX for console-first streamers; first Streamlabs tool to go live without a PC.
Streamlabs Mobile App
Redesigned for 5M+ MAU; improved retention by 20%; setup flow 35% faster
Streamlabs Web Suite
Owned everything. Rebuilt alert box (top-used tool), unified overlay library architecture, improved widgets & alerts UX, onboarding, cancellation, upsell flows, etc. +18% adoption YoY, +27% MAU

Phase 1: Creating the core creator tools

I designed, launched, and scaled each of Streamlabs’ key creator products from scratch, turning early prototypes into high-performing, award-winning tools.

Streamlabs CrossClip (former brand: Crossclip)
Launched 0→1 in 3 weeks; hit 1,000 paid subscribers in 2 weeks; auto-format templates for TikTok/Reels
Streamlabs Video Editor Pro (former brand: Oslo.io)
Introduced real-time multi-user editing (patented); MUSE Platinum Award 2024.
Talk Studio Pro (former brand: Melon)
Designed browser-based live studio; increased guest retention +27%.
Podcast Editor Pro (former brand: TypeStudio)
Integrated text-based editing for podcasters; shortened editing time by 40%
Streamlabs Link Space (former brand: Willow)
Award-winning link-in-bio builder; drove +22% traffic to monetization pages
Streamlabs Console (former brand: Streamlabs Studio)
Built UX for console-first streamers; first Streamlabs tool to go live without a PC.
Streamlabs Mobile App
Redesigned for 5M+ MAU; improved retention by 20%; setup flow 35% faster
Streamlabs Web Suite
Owned everything. Rebuilt alert box (top-used tool), unified overlay library architecture, improved widgets & alerts UX, onboarding, cancellation, upsell flows, etc. +18% adoption YoY, +27% MAU

Phase 1: Creating the core creator tools

I designed, launched, and scaled each of Streamlabs’ key creator products from scratch, turning early prototypes into high-performing, award-winning tools.

Streamlabs CrossClip
(former brand: Crossclip)
Launched 0→1 in 3 weeks; hit 1,000 paid subscribers in 2 weeks; auto-format templates for TikTok/Reels
Streamlabs Video Editor Pro
(former brand: Oslo.io)
Introduced real-time multi-user editing (patented); MUSE Platinum Award 2024.
Talk Studio Pro
(former brand: Melon)
Designed browser-based live studio; increased guest retention +27%.
Podcast Editor Pro
(former brand: TypeStudio)
Integrated text-based editing for podcasters; shortened editing time by 40%
Streamlabs Link Space
(former brand: Willow)
Award-winning link-in-bio builder; drove +22% traffic to monetization pages
Streamlabs Console
(former brand: Streamlabs Studio)
Built UX for console-first streamers; first Streamlabs tool to go live without a PC.
Streamlabs Mobile App
Redesigned for 5M+ MAU; improved retention by 20%; setup flow 35% faster
Streamlabs Web Suite
Owned everything. Rebuilt alert box (top-used tool), unified overlay library architecture, improved widgets & alerts UX, onboarding, cancellation, upsell flows, etc. +18% adoption YoY, +27% MAU

My Role, team & scope

Phase 1: Creating the core creator tools

I designed, launched, and scaled each of Streamlabs’ key creator products from scratch, turning early prototypes into high-performing, award-winning tools.

Streamlabs CrossClip (former brand: Crossclip)
Launched 0→1 in 3 weeks; hit 1,000 paid subscribers in 2 weeks; auto-format templates for TikTok/Reels
Streamlabs Video Editor Pro (former brand: Oslo.io)
Introduced real-time multi-user editing (patented); MUSE Platinum Award 2024.
Talk Studio Pro (former brand: Melon)
Designed browser-based live studio; increased guest retention +27%.
Podcast Editor Pro (former brand: TypeStudio)
Integrated text-based editing for podcasters; shortened editing time by 40%
Streamlabs Link Space (former brand: Willow)
Award-winning link-in-bio builder; drove +22% traffic to monetization pages
Streamlabs Console (former brand: Streamlabs Studio)
Built UX for console-first streamers; first Streamlabs tool to go live without a PC.
Streamlabs Mobile App
Redesigned for 5M+ MAU; improved retention by 20%; setup flow 35% faster
Streamlabs Web Suite
Owned everything. Rebuilt alert box (top-used tool), unified overlay library architecture, improved widgets & alerts UX, onboarding, cancellation, upsell flows, etc. +18% adoption YoY, +27% MAU

Phase 2: Spotting the breaks

As more tools launched, I noticed a growing problem: creators were forced to switch between disconnected products to complete one content workflow.

A typical creator journey looked like this:

Go Live using Talk Studio or Streamlabs Desktop
Edit the recording in Oslo.io (later Streamlabs Video Editor)
Repurpose with CrossClip for TikTok or Reels
Publish & promote using Willow (Link Space)
Edit long-form audio in TypeStudio (Podcast Editor)

Analytics showed 64 % used multiple Streamlabs apps, yet only 23 % realized they were from the same brand.

The opportunity: connect the full creator journey - Plan → Stream → Edit → Repurpose → Monetize - into a single ecosystem.

Phase 2: Spotting the breaks

As more tools launched, I noticed a growing problem: creators were forced to switch between disconnected products to complete one content workflow.

A typical creator journey looked like this:

Go Live using Talk Studio or Streamlabs Desktop
Edit the recording in Oslo.io (later Streamlabs Video Editor)
Repurpose with CrossClip for TikTok or Reels
Publish & promote using Willow (Link Space)
Edit long-form audio in TypeStudio (Podcast Editor)

Analytics showed 64 % used multiple Streamlabs apps, yet only 23 % realized they were from the same brand.

The opportunity: connect the full creator journey - Plan → Stream → Edit → Repurpose → Monetize - into a single ecosystem.

Phase 2: Spotting the breaks

As more tools launched, I noticed a growing problem: creators were forced to switch between disconnected products to complete one content workflow.

A typical creator journey looked like this:

Go Live using Talk Studio or Streamlabs Desktop
Edit the recording in Oslo.io (later Streamlabs Video Editor)
Repurpose with CrossClip for TikTok or Reels
Publish & promote using Willow (Link Space)
Edit long-form audio in TypeStudio (Podcast Editor)

Analytics showed 64 % used multiple Streamlabs apps, yet only 23 % realized they were from the same brand.

The opportunity: connect the full creator journey - Plan → Stream → Edit → Repurpose → Monetize - into a single ecosystem.

Phase 3: Unifying the creator workflow

Through user interviews, behavioral analytics, and journey mapping, I mapped the full lifecycle of content creation - from planning and streaming to editing and monetization.

Key insight:

Streamers weren’t just streaming - they were running micro-media studios.

They needed a single, frictionless ecosystem that worked together.

I proposed and led the UX strategy for Streamlabs Ultra, turning fragmented tools into a connected suite.

Through user interviews, behavioral analytics, and journey mapping, I mapped the full lifecycle of content creation - from planning and streaming to editing and monetization.

Key insight:

Streamers weren’t just streaming - they were running micro-media studios.

They needed a single, frictionless ecosystem that worked together.

I proposed and led the UX strategy for Streamlabs Ultra, turning fragmented tools into a connected suite.

Through user interviews, behavioral analytics, and journey mapping, I mapped the full lifecycle of content creation - from planning and streaming to editing and monetization.

Key insight:

Streamers weren’t just streaming - they were running micro-media studios.

They needed a single, frictionless ecosystem that worked together.

I proposed and led the UX strategy for Streamlabs Ultra, turning fragmented tools into a connected suite.

Designing the connected experience

Introducing Streamlabs ID

We created a unified authentication system - Streamlabs ID - so creators could log into all products using a single account.
This reduced friction and enabled seamless transitions across the suite.

Cross-tool login time ↓ 80%
Account switching errors ↓ 95%
Enabled unified billing, subscriptions, and settings across tools

Cross-tool login time ↓ 80%
Account switching errors ↓ 95%
Enabled unified billing, subscriptions, and settings across tools

Cross-tool login time ↓ 80%
Account switching errors ↓ 95%
Enabled unified billing, subscriptions, and settings across tools

Mapping the ecosystem

I built a comprehensive creator journey map defining how each tool fits into the lifecycle:
Plan → Stream → Edit → Repurpose → Publish → Monetize

This framework informed product prioritization, integration opportunities, and the decision to sunset lower-performing tools like Willow.

I built a comprehensive creator journey map defining how each tool fits into the lifecycle:
Plan → Stream → Edit → Repurpose → Publish → Monetize

This framework informed product prioritization, integration opportunities, and the decision to sunset lower-performing tools like Willow.

I built a comprehensive creator journey map defining how each tool fits into the lifecycle:
Plan → Stream → Edit → Repurpose → Publish → Monetize

This framework informed product prioritization, integration opportunities, and the decision to sunset lower-performing tools like Willow.

Redesigning for continuity

I unified design systems across 8+ tools - color tokens, typography, iconography, and component structure - so every product felt familiar.
Creators could now flow seamlessly between:

Streamlabs Desktop Ultra - live production
Streamlabs Web Suite Ultra - overlays, alerts, monetization
Streamlabs Mobile & Console - streaming from any device
Talk Studio Pro - multi-guest streaming
Video Editor Pro - patented real-time collaborative editing
Cross Clip Pro - automatic vertical conversion
Podcast Editor Pro - text-based editing
Link Space - advertisement & monetisation

I unified design systems across 8+ tools - color tokens, typography, iconography, and component structure - so every product felt familiar.
Creators could now flow seamlessly between:

Streamlabs Desktop Ultra - live production
Streamlabs Web Suite Ultra - overlays, alerts, monetization
Streamlabs Mobile & Console - streaming from any device
Talk Studio Pro - multi-guest streaming
Video Editor Pro - patented real-time collaborative editing
Cross Clip Pro - automatic vertical conversion
Podcast Editor Pro - text-based editing
Link Space - advertisement & monetisation

I unified design systems across 8+ tools - color tokens, typography, iconography, and component structure - so every product felt familiar.

Creators could now flow seamlessly between:

Streamlabs Desktop Ultra - live production
Streamlabs Web Suite Ultra - overlays, alerts, monetization
Streamlabs Mobile & Console - streaming from any device
Talk Studio Pro - multi-guest streaming
Video Editor Pro - patented real-time collaborative editing
Cross Clip Pro - automatic vertical conversion
Podcast Editor Pro - text-based editing
Link Space - advertisement & monetisation

Phase 4: The launch of Streamlabs Ultra

When six products demonstrated strong traction, we merged them under one premium umbrella - Streamlabs Ultra.

I led the end-to-end UX/UI redesign and collaborated with the Catalyst agency to align brand identity, color palette, and tone.

The “Unleash Your Live” campaign launched globally, supported by TwitchCon booths, marketing visuals, and print materials I designed.

When six products demonstrated strong traction, we merged them under one premium umbrella - Streamlabs Ultra.

I led the end-to-end UX/UI redesign and collaborated with the Catalyst agency to align brand identity, color palette, and tone.

The “Unleash Your Live” campaign launched globally, supported by TwitchCon booths, marketing visuals, and print materials I designed.

When six products demonstrated strong traction, we merged them under one premium umbrella - Streamlabs Ultra.

I led the end-to-end UX/UI redesign and collaborated with the Catalyst agency to align brand identity, color palette, and tone.

The “Unleash Your Live” campaign launched globally, supported by TwitchCon booths, marketing visuals, and print materials I designed.

Impact & results

Business impact

+13% increase in Ultra subscriptions within 2 months of launch
3.2M paying Ultra subscribers, driving significant revenue uplift
MAU surpassed 10M, with 71% of users engaging with 3+ tools (vs. 28% pre-unification)
DAU +22% after unified login and rebrand
Session length +24%, reflecting deeper engagement
Churn <1% during ecosystem transition

Business impact

+13% increase in Ultra subscriptions within 2 months of launch
3.2M paying Ultra subscribers, driving significant revenue uplift
MAU surpassed 10M, with 71% of users engaging with 3+ tools (vs. 28% pre-unification)
DAU +22% after unified login and rebrand
Session length +24%, reflecting deeper engagement
Churn <1% during ecosystem transition

User impact

Setup time ↓ 35%, especially between streaming and editing flows
Publishing velocity ↑ 40% due to CrossClip and Video Editor integration
NPS improved from 46 → 71 post rebrand
CSAT 4.8★ average across App Store, G2, and Trustpilot

User impact

Setup time ↓ 35%, especially between streaming and editing flows
Publishing velocity ↑ 40% due to CrossClip and Video Editor integration
NPS improved from 46 → 71 post rebrand
CSAT 4.8★ average across App Store, G2, and Trustpilot

Brand impact

Brand awareness +34% - users now recognized Streamlabs as a full creator suite, not just streaming software
Social sentiment +27% YoY on X (Twitter) after the rebrand
3× increase in positive creator mentions and community endorsements
Awards:
- 🏆 MUSE Creative Awards 2024 - Platinum Winner (Video Editor)
- 🏆 Webby Awards 2023 - Winner, Best Web Services & Applications (Willow)
- 💡 Patent granted - for in-app real-time collaborative video editing

Brand impact

Brand awareness +34% - users now recognized Streamlabs as a full creator suite, not just streaming software
Social sentiment +27% YoY on X (Twitter) after the rebrand
3× increase in positive creator mentions and community endorsements
Awards:
- 🏆 MUSE Creative Awards 2024 - Platinum Winner (Video Editor)
- 🏆 Webby Awards 2023 - Winner, Best Web Services & Applications (Willow)
- 💡 Patent granted - for in-app real-time collaborative video editing

Business Impact

+13% increase in Ultra subscriptions within 2 months of launch
3.2M paying Ultra subscribers, driving significant revenue uplift
MAU surpassed 10M, with 71% of users engaging with 3+ tools (vs. 28% pre-unification)
DAU +22% after unified login and rebrand
Session length +24%, reflecting deeper engagement
Churn <1% during ecosystem transition

User Impact

Setup time ↓ 35%, especially between streaming and editing flows
Publishing velocity ↑ 40% due to CrossClip and Video Editor integration
NPS improved from 46 → 71 post rebrand
CSAT 4.8★ average across App Store, G2, and Trustpilot

Brand Impact

Brand awareness +34% - users now recognized Streamlabs as a full creator suite, not just streaming software
Social sentiment +27% YoY on X (Twitter) after the rebrand
3× increase in positive creator mentions and community endorsements
Awards:
- 🏆 MUSE Creative Awards 2024 - Platinum Winner (Video Editor)
- 🏆 Webby Awards 2023 - Winner, Best Web Services & Applications (Willow)
- 💡 Patent granted - for in-app real-time collaborative video editing

Learnings & reflections

Designing ten independent tools - and then merging them into one connected ecosystem - required more than product design. It demanded organizational design and cross-functional alignment.

Key lessons:

Ecosystem design > feature design. Solving for continuity across tools drove far more impact than optimizing single flows.
Consistency scales creativity. The unified design system accelerated design velocity across all teams.
Brand coherence is a growth lever. The unified Streamlabs identity turned fragmented tools into a trusted premium platform.

Today, Streamlabs Ultra is the all-in-one creator ecosystem - empowering over 10 million creators to stream, edit, publish, and monetize without friction.
It began as a series of small product experiments - and evolved into a cohesive, industry-leading suite through design.

Designing ten independent tools - and then merging them into one connected ecosystem - required more than product design. It demanded organizational design and cross-functional alignment.

Key lessons:

Ecosystem design > feature design. Solving for continuity across tools drove far more impact than optimizing single flows.
Consistency scales creativity. The unified design system accelerated design velocity across all teams.
Brand coherence is a growth lever. The unified Streamlabs identity turned fragmented tools into a trusted premium platform.

Today, Streamlabs Ultra is the all-in-one creator ecosystem - empowering over ten million creators to stream, edit, publish, and monetize without friction.
It began as a series of small product experiments - and evolved into a cohesive, industry-leading suite through design.

Designing ten independent tools - and then merging them into one connected ecosystem - required more than product design. It demanded organizational design and cross-functional alignment.

Key lessons:

Ecosystem design > feature design. Solving for continuity across tools drove far more impact than optimizing single flows.
Consistency scales creativity. The unified design system accelerated design velocity across all teams.
Brand coherence is a growth lever. The unified Streamlabs identity turned fragmented tools into a trusted premium platform.

Designing ten independent tools - and then merging them into one connected ecosystem - required more than product design. It demanded organizational design and cross-functional alignment.

Key lessons:

Ecosystem design > feature design. Solving for continuity across tools drove far more impact than optimizing single flows.
Consistency scales creativity. The unified design system accelerated design velocity across all teams.
Brand coherence is a growth lever. The unified Streamlabs identity turned fragmented tools into a trusted premium platform.

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