The group list page lacked dynamic, real-time updates, making it static and unengaging. Users had no clear motivation to take action or interact with the content.
Additionally, most Wix users had only one group on their site, making the group list page redundant. Instead of providing immediate access to relevant content, it added an unnecessary step, creating friction in the user experience.
I collaborated closely with a PM, data analysts, a UX writer, and engineers to align design decisions with business goals and user needs. By collecting and analyzing data, I made informed decisions that shaped the redesign process.
To deeply understand user pain points, I led user research by gathering insights from support tickets, emails, in-depth interviews, and competitor analysis. Based on these findings, I facilitated brainstorming sessions, ideated, and prioritized solutions.
I created prototypes and iterated on designs through continuous testing, refining the experience with back-and-forth adjustments until reaching the final version. Additionally, I conducted accessibility interviews and developed guidelines to ensure an inclusive and user-friendly implementation for developers.
The redesign of Wix Groups introduced key improvements that significantly enhanced community engagement, user participation, and business growth. By optimizing the group experience, streamlining user interactions, and reducing friction, the platform saw measurable success across multiple areas:
12% increase in engagement, reflecting a more active and participatory user base. The redesigned experience encouraged users to interact more frequently within their groups.
8% increase in websites with members joined, demonstrating stronger adoption of community features across Wix sites. More site owners saw value in enabling groups, fostering organic growth.
15.7% year-over-year growth in monthly engaged communities, indicating sustained long-term improvements in user activity and retention.
4% increase in the open rate of the Business Manager, showcasing higher admin engagement and improved management workflows. This suggests that admins found the redesigned tools more useful and intuitive.
Higher conversion rates for paid plans when groups were integrated, proving the business impact of engagement:
4.2% conversion for users with no engagement, indicating a baseline adoption rate.
19.1% conversion for users with 10+ engagements, showing that engaged users were significantly more likely to convert, reinforcing the value of community-driven interactions.