Wait, my site has a mobile version?רגע, לאתר שלי יש גרסת מובייל?

Overview

A site owner, not a web designer

Most people who build a site on Wix are not web designers. They are small business owners and individuals who spend weeks on the desktop version and expect the phone version to look after itself. Wix did build a mobile version of every site automatically. To change it there was the Mobile Editor, and fewer than one in five users ever opened it.

I was the only designer on the Mobile Editor group. This case study follows one part of that work: the intro that brings an owner into the Mobile Editor for the first time, and shows them what to change first.

My role. I owned the owner's whole path, from finding the Mobile Editor, through every edit inside it, to leaving it. I worked with a product manager, a tech lead, four to five developers and a UX content writer, and reported to the editor's UX manager. The intro is the part I have research, prototypes and numbers for.

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The problem

A fragile first visit

An owner's site was usually live before they thought about phones. Then their own visitors used it on mobile, and they found things to fix. By then the desktop site felt finished, and touching mobile felt like a risk to it.

BI and product analysis showed under 20% of users ever visiting the Mobile Editor. The product manager brought three problems:

• Purpose. People didn't know what the Mobile Editor was for.
• Fear. They were afraid of breaking the desktop version.
• Value. They didn't see why their mobile site mattered.

I built an emotional journey map from support tickets and interviews. It follows a new owner who has just finished the home page and wants to see it on a phone. The lowest point is the moment they enter: "This is not what I expected. Where is my menu?"

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How I worked

The concept from UX, the goals from product

The goals came from product. The concept was mine: a short intro on the first visit, before the full editor. Before choosing its shape:

• A benchmark of nine products, mostly mobile app builders, on how they bring people into the editor and through a setup.
• Paper sketches of a walk-through, one feature at a time.
• Four Axure prototypes, tested in usability sessions with real Wix users, four or five people in a round.

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Design decision 1

Only what matters for this site

The full Mobile Editor showed everything at once, and the journey map showed owners scrolling up and down, looking for somewhere to start.

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Design decision 2

Safe to touch

The fear in the tickets was specific: "Does changing the mobile affect the desktop?" An intro that asked owners to change things had to answer that before anything else.

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Design decision 3

A full page, not a pop-up

The same steps could live in very different shells. I prototyped four in Axure and tested them with real users: a dialog over the editor, a full page, a suggestion card inside the editor, and a list of steps down the side.

The four directions tested: a dialog, a full page, a suggestion card and a side list. The full page won.

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Design decision 4

The intro worked, the handover didn't

In testing, people liked the intro. They called it clean and simple. Then they finished it, landed in the full Mobile Editor, and felt overwhelmed.

The fix was a clear last step: what else the owner can do on mobile, and one button that continues into their Mobile Editor.

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How it was built

From Sketch to Zeplin to the build

This was 2016 and 2017. I designed in Sketch and Photoshop, prototyped in Axure, and worked out the intro's motion in Principle. Final screens and specs went to Zeplin, which was the reference for the developers.

I worked in one-on-one sessions with the front-end developer, and reviewed each piece once it was built. I wrote the first copy in my own words, and the UX content writer finalised it.

The work also reached past the Mobile Editor. The intro's progress bar went into the editor's design system, and app settings panels gained a mobile tab that sent owners to the Mobile Editor.

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Outcome

Yes, and here's what to change first

Measured with an A/B test against no intro, a before and after comparison and BI dashboards, after three months:

• 47% of owners completed the intro.
• 60% kept the options they chose when they published.
• The quick action bar was the biggest winner: adding it went up 500%.

The first visit, before and after

• Before: The full editor at once, no idea where to start, and a fear of breaking the desktop site.
• After: A few choices that matter for this site, each shown on the owner's own phone screen, with the desktop safe.

After I moved to another group at Wix, the intro stayed. As far as I know, it kept showing different steps by template and by the owner's own edits.

What I would do differently

Test the handover as hard as the intro. Next time I would run an A/B/C test of the wizard against a walkthrough or a recommendation checklist inside the full Mobile Editor, aimed at the moment owners felt overwhelmed.