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Wix App Redesign

Redesigning the navigation system and IA for Wix app's business owners' dashboard

Overview

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.

Team

Lilach Spivak

Adi Frug

Timeline

Aug-Sep 2020

My Role

Research

Product Design

Prototyping

Partner
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01 | The Brief

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 a UX analysis of the app's interface, in order to define the main challenges users face when using the product and offer solutions.

 
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.

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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.

Market Study

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

Insights

The user's journey in the Wix app’s dashboard is not sequential, but dynamic and exploratory.

1

The mobile app should augment the desktop platform by facilitating daily tasks on the go.

2

The extensive range of features causes a cognitive load, making it difficult for users to meet their goals.

3

 
04 | Approach

User Scenario

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.

Target Audience

  • 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)

Journey Mapping

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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

A home screen that sets the user flow

Item groups are visually different and distant from one another, each presented on its own browsing carousel. One "Add Item" button for each item category and one clear CTA for each item.

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

Wix Home Screen
Wix Widgets

A global dashboard navigation system

One navigation bar for the whole project promotes an explorative yet systematic workflow. 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 externally, unaligned with the mental model

"Place" Editor integrated into the menu

Users can reach the editor directly from the main menu, which enables quick access to real-time information from other menu features to enhance editing resources. Access to Preview Mode in the editor aligns with Wix desktop users’ mental model​.

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

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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:​

  1. Complement the primary menu and not overshadow or conflict with it

  2. Promote customization and flexibility to serve a wide range of business fields

  3. Utilize 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: