001.
Vercel
Install is a command you paste. The catalogue is a grid you scan, and every template opens on the same page shape, so nothing has to be relearned between them.
01.Catalogue & discovery
02.Product detail
03.Two-move install
[ Swivl - Case study / 2026 ]
Marketplace
A catalogue for everything Swivl ships: website builder templates, the Scheduler, widgets, even hardware. One shelf, and one simple way to install.
RoleProduct Designer
Timeline2026
PlatformWeb, responsive
TeamDesign + Stakeholders
[ Swivl - The screens / 01 ]
The shelf,
and its page
A home page that lists everything, categorised and filterable. You should find what you want the way you scan a shelf, not the way you query a database. Open one and it reads like something you already know how to buy.
- 01Integrations hero
- 02Categories + filter
- 03Search
- 04Product cards
- 01Image gallery
- 02How to use it
- 03USP + install
- 04Ratings
- 05Related items
[ Swivl - The ask / 02 ]
The brief,
in one line
“We need a marketplace to place all of our individual assets and widgets, like website builder templates, Scheduler and more, including hardware.”
The moment I heard it, two products came to mind: Vercel and Framer. This was never a reinvent-the-wheel job, and everyone said so on the planning call. My job was to take something people already understand and make it feel effortless.
[ Swivl - The reframe / 03 ]
A physical
catalogue
So I stopped designing a platform. What if it is a physical catalogue you flip through, and every screen is as simple as one page?
Comparing it to a real object kept me honest. A shelf you browse and filter. One clean page per product. Nothing on any screen that a paper catalogue would not also have. Simple was the whole strategy.
[ Swivl - The research / 04 ]
The ones
that sell
fastest
Vercel, Framer, Webflow. I have used them for years, so this was not about learning what they do. It was about timing how quickly they get you from “I want this” to “it is live on my site.”
002.
Framer
The browse is the product. Filters are quiet, the cards carry a real preview, and the distance between seeing a template and having it is a single deliberate step.
003.
Webflow
The catalogue earns trust before it asks for anything: you can read the whole page, the whole gallery and the whole price before an account is ever mentioned.
They all share one move: copy a script, paste it, done. That became the bar for install.
[ Swivl - How it was built / 05 ]
Prototyped
not pitched
Validated on paper. Five moves from an unwritten brief to a working catalogue stakeholders could react to.
Reviewed early and moved fast. Only the decisions ever took real time.
The method, in one line
01.Plan mode
Define the problem
Defined the problem and the requirement clearly, before a single pixel.
02.Context file
One source of truth
One source of truth that the design and the build both came from.
03.Checklist file
Pass or fail cases
The full flow written as pass or fail cases, for validation and testing.
04.Prototype
Something to react to
A working catalogue to react to, shared with stakeholders, not a slide.
05.Decide
Move fast on everything except the decisions
Reviewed early and moved fast. Only the decisions ever took real time.
[ Swivl - The install / 06 ]
Installing is
two moves
1
Copy the script
One line, generated for the widget you picked.
2
Paste it in
Drop it into your site. The widget is live. No dashboard tour, no setup call.
index.html
<!-- Swivl Scheduler --> <script src="https://swivl.app/w/scheduler.js" data-key="pk_live_9f2c..." defer></script>
[ Swivl - The decision / 07 ]
Never gate
the browse
A public marketplace lives or dies on how fast a stranger can see the value. So sign-up had to earn its place, not guard the door.
What if we gate it
Sign up just to look around
Every minute behind a login is a minute we can lose someone who was only curious. A wall this early costs us the exact people we are trying to win.
What we shipped
See everything, sign up only to install
Browse, open any product, scroll the whole gallery, read all of it. The progressive form appears the moment you install, and nowhere before it.
Every minute costs us the chance of losing the user.
So login never blocks discovery. When you finally hit install, a short, progressive form gets you through in seconds. That one call did more for the experience than any single screen did.
[ Swivl - The outcome / 08 ]
No different
from the best
Just as easy to use.
This marketplace is not trying to be novel. It is trying to be obvious: a catalogue anyone can browse, and a widget anyone can install in two moves. The goal was defined up front, and it was met at the end.