Group Feed for Wix
Company
Wix
Role
Product Designer working with PM, BA, developers, UX writer.
Industry
SaaS
Date
September 2021 - February 2023
Challenge
Wix is a big harvester. You can build a store, add events, create challenges, and much more. But when it goes to building a product you need to consider many restrictions. Some of them are technical such as product architecture some of them are related to limit design capabilities, because, in case of live site design, it should be designless.
Problem
Wix Groups is a place where you can create community and drive engagement. And when we are talking about community the first thing I can imagine is a lot of variable content.
1.
Group list page is not dynamic, nothing happens there, it has no ‘real time’ updated content, and it’s not motivating the users to actions.
2.
Most of Wix users have only 1 group on site. It means that the group's list page is redundant for them, instead of directly seeing the group page, and content of their relevant group.
With a new sidebar layout with a central feed, users will see posts on the first page from all groups they joined without a need to open a group page itself. Also, new users will see posts from all public groups without joining and even without signing up.
Data insights
After team product team discussion, Business Analyst provide us with such data insights:
We know that our top KPI such as post, comment, react decreased for sites with multiple groups
We know that number of new members joined decreases or sites with multiple groups
Mostly we have only users with up to 3 group created
Research
After defining a goal and problems we started research from competitors analysis. We analyzed top community apps and learned that central feed is already an industry-standard for community apps:
Then we gathered all user feedback and requests from the latest interviews, support tickets, app market reviews, and emails:
User interviews
To proceed with research we decided to talk to our users. We already had such assumptions to validate:
Central Feed as a home page for groups where users can find all new posts is needed for all users.
Users wants to see all posts from all groups they joined and all public ones without a need to join.
Adding a sidebar will improve navigation for users and increase key product metrics.
On a first phase we conducted 6 user in-depth interviews. Besides questions, we also tested low-fidelity wireframes to gain valuable feedback:
Key Findings
Some users were concerned about new layout. They used static cards layout as a place to advertise their communities and asked us to not remove this feature
Users with more than 5 groups complained about post discoverability.
Users didn't understand which groups they joined and which still not and some of them didn’t find Create post button.
During this project we conducted 18 interviews. We structure all feedback and insights into such groups: Jobs, Pains, Gains and To do
Accessibility
Wix cares about inclusive design. Especially it's important in case when we create solution for the end-user, which is going to be used by millions of Wix customers.
Accessibility review always is done in the early stage to close all gaps. Together with accessibility team, developers, we conducted 4 interviews to improve user experience for people of all backgrounds and abilities.
Handoff
After all reviews and fixes, and finalized content by UX writer, I prepared the project to the delivery phase:
Results
We ran an A/B test and new layout with central feed and sidebar showed good results:
+ 12% engagement increase
+ 8% websites with members joined
+ 15.7% y/y. Monthly engaged communities
+ 4% open business manager rate
+ 2% Increase average number groups per site
Also, such business metrics were improved:
Increase GPV +19%
Paid plans with connected groups average conversion 6,3% (0 Engagement = 4.2%, 10+ Engagement = 19.1%)
