WIX.com

For 5 years, I led the design side of Wix.com's Content Manager (CMS). My major contributions included introducing the practice of collecting constant user feedback. This approach transformed negative feedback into constructive criticism and feature ideas, ultimately improving user satisfaction and engagement. I also introduced the "small changes = big improvements" methodology, which demonstrated how small improvements could significantly impact conversion rates and how to prioritize them among "big fishes." All these efforts resulted in increased customer referrals, long-term collaborations, and exponential product growth, making it one of Wix's core features today. There are 4 principles how CMS was built:

WIX.com

For 5 years, I led the design side of Wix.com's Content Manager (CMS). My major contributions included introducing the practice of collecting constant user feedback. This approach transformed negative feedback into constructive criticism and feature ideas, ultimately improving user satisfaction and engagement. I also introduced the "small changes = big improvements" methodology, which demonstrated how small improvements could significantly impact conversion rates and how to prioritize them among "big fishes." All these efforts resulted in increased customer referrals, long-term collaborations, and exponential product growth, making it one of Wix's core features today. There are 4 principles how CMS was built:

WIX.com

For 5 years, I led the design side of Wix.com's Content Manager (CMS). My major contributions included introducing the practice of collecting constant user feedback. This approach transformed negative feedback into constructive criticism and feature ideas, ultimately improving user satisfaction and engagement. I also introduced the "small changes = big improvements" methodology, which demonstrated how small improvements could significantly impact conversion rates and how to prioritize them among "big fishes." All these efforts resulted in increased customer referrals, long-term collaborations, and exponential product growth, making it one of Wix's core features today. There are 4 principles how CMS was built:

Client

WIX

Industries

Tech

Services

Full cycle design

Timeframe

4–years

1. A Day-to-Day UX Methodology in Action and My Approach

The real-life Problem example: Only 63.24% of users who installed a preset/template could find where to edit their content, causing drop-offs in the main funnel. Approach: Analytics: Identified pain points using data, checking quantative and qualitative data and doing the competitor analysis. Ideation: Aligned goals and brainstormed solutions. Design: Created and tested a small popover for seamless navigation, replacing an initially complex idea. A/B Testing: Ensured positive impact on KPIs. Results: - User success rate improved to 94.04% (+30%). - Main funnel conversion rate doubled to 18.71%. The popover was developed in just a few days, saving months of potential development time compared to the initial idea. This project highlights how data-driven design and iterative problem-solving can lead to impactful results, all while optimizing time and resources.

2. Simplisity is good, but not great.

Simplicity is a great start, but complex features can create exceptional products. Incremental onboarding in a CMS is designed to provide a simple start for new users managing a small amount of data. As the data grows, features gradually reveal themselves exactly when they are needed.

3. 'Good design' isn’t always 'beautiful design'.

'If my content looks great, I will definitely like the Content Manager.' –– Brian, freelance website developer. This insight guided our design philosophy. We prioritized content above all else: no forced image crops, no restrictive borders, no limits—just full customization for the user.

4. 'Small changes = big achievements.'

But how do you determine if a small change can create a big impact? Establishing priorities alongside a global vision—focusing on "big fishes"—can yield incredible results. Applying the R.I.C.E. methodology helps to identify which improvements might perform best hypothetically.

Final Results

Designed the entire Content Management System from scratch: evolving it from a small tool for developers into one of the core features of Wix Studio. Contributed to building the global Wix Design System.