Wix App Redesign
Redesigning the navigation system and IA for Wix app's business owners' dashboard
The Wix mobile app allows business owners to engage with their clients and manage their business online while on the go. Users can also join as members in "App Places" of businesses that interest them.
This project's goal was to research and evaluate the current product in order to offer a new user experience for the business owners' dashboard.
Done in collaboration with Wix during a UX workshop held in the M.A in HCI program.
01 | The Challenge
Create a mobile solution for online business management, that serves users from an unlimited variety of business areas.
The Wix app aims to provide a versatile "one size fits all" solution for online business owners and members to use on the go. However, many users find it complicated and disengaging. We were asked by Wix's representatives to perform an analysis of the app's interface, in order to define the main challenges users face when using the product.
02 | The Solution
Reorganize the app's entire set of tools and action items into a new information architecture; And create a global, hierarchical navigation system.
The Wix app is a mobile application that allows business owners to monitor and manage their online business platforms while on the go.
03 | Research
Current State Analysis
The research process began with a Heuristic evaluation of the current interface, which uncovered many usability issues and pain points.
After the initial review, we researched the market to find similar products and analyzed their usability and UX features.
One main navigation tool at the bottom
The app launches into a default project
One user mode - Owner
A limited number of optional tasks and flows
The user's journey in the Wix app’s dashboard is not sequential, but dynamic and exploratory.
The mobile app should augment the desktop platform by facilitating daily tasks on the go.
The extensive range of features causes a cognitive load, making it difficult for users to meet their goals.
04 | Approach
Users of the Wix app are business owners who run their businesses themselves. On top of providing customers with the service they offer, they are also in charge of the entire business operations from start to finish - customers, marketing, payments, etc.
Their business website is the face of the company and is where existing and potential clients can find and engage with them.
Small to medium business owners
Spend a lot of time outside the office and on the go
Intermediate Wix users (own and run a Wix website)
Experience Design Guidelines
Current State Indication
Provide a clear indication of the user's state: Owner / Member, current project, current feature
Information Architecture Redesign
Redefine the information architecture so users can easily navigate through the interface
One Navigation System
Develop a single navigation tool for the entire project, allowing access to all available actions
At a Glance
Utilize visuals such as graphs and icons for rapid information perception.
End to End Interface
Integrate editing and management into a full-featured project interface.
05 | Key Features
Home screen that facilitates initiation of desired user flow
Item groups are visually different and distant from one another
Each item group is presented on its own browsing carousel
One "Add Item" button for each item category
A clear distinction between owned projects and site memberships helps users reach the desirable state of mind.
Pain Points Addressed
"Add" (+) icon redundancy was very confusing
Redundant CTA buttons in project item led to an incoherent workflow
Owned sites and memberships were too similar, creating cognitive load
A dashboard that promotes customization and exploration
One global navigation tool for the whole project
Data are displayed as floating widgets to promote customization
Business name and logo are clearly visible in the header
Recognizing rather than recalling information makes it easier for users to stay focused and keep engaging with the interface.
Pain Points Addressed
Multiple navigation cues made it difficult to form a systematic workflow
Setup was only used in the initial stage and took up a lot of screen space
Widget customization was handled by an external list, unaligned with the mental model
Incorporating Place Editor into the primary management toolset
Direct access to the editor from the main menu as a key feature
Access to Preview Mode aligns with Wix web users’ mental model
Quick access to real-time information on the main menu to enhance editing resources
The Editor's role is to help business owners craft the image they wish to present to their customers.
Pain Points Addressed
Misinterpretation of the interface hierarchy led to errors and frustration
Lack of clarity between edit mode and preview mode caused confusion
Indirect access to the editor segregated it from the dashboard’s toolset
A UX dilemma: Designing the secondary navigation tool
As part of the development of a polyhierarchical information architecture that involves a two-level navigation system, we designed a secondary menu, 'The business toolbox’, according to the following guidelines:
The submenu should complement the primary menu and not overshadow or conflict with it
The menu should promote customization and flexibility to serve a wide range of business fields
The menu should occupy as little screen space as possible for the user to complete extensive processes within the interface
We created and tested three alternatives to address these criteria: