New User Experience, Built from Data, Made for Growths

I led the full revamp of Wix’s Education templates - from spotting user needs to research to launch - transforming a weak category into one that educators really connect with.

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Summary

  • Noticed gaps in the Education template category through data signals
  • Ran in-depth market & user research to understand real needs
  • Defined requirements and built a focused content strategy
  • Designed and launched a new, relevant template collection
  • Outcome: new cohort of satisfied users + improved conversion

Stakeholders & Involvement

  1. Early Strategy - Partnered with content analyst, strategy team, and relevant PMs to map education user needs from usage data and product context.
  2. Design Integration - Worked with design leads and UI designers, providing structured briefs to guide creation of the new templates.
  3. Iteration & Optimization - Collaborated with marketing and project managers on campaigns and partnerships, while refining the category to lift conversion.

Key Impact: The new templates led to a 21% increase in the category’s conversion rate.

Framing the Problem

  • Identified a gap between education searches and template results

Despite being a top search term, our Education templates were outdated in design, lacked key Wix products, and failed to serve relevant business types.

Research

  • Through data analysis, interviews, and site reviews, I mapped Wix’s Education users - defining their business types, goals, needs, and required products.
  • Conducted in-depth user research with educators and institutions to surface goals, pain points, and practical requirements.

Market Matrix Axes

I researched competitors and the digital landscape, finding that many education platforms are closed systems. This highlighted Wix’s strength as an open, flexible platform - while also revealing gaps in education-specific needs.

market metrix

User voice

For academic professionals follow a clear career path, and their websites evolve with it - insights that shaped the content and product strategy for the templates.

notion users

The Challenge

Many institutions already provide in-house website tools. The challenge was to create something more flexible and appealing - so users would choose Wix as they transition into their professional careers.

Ideation & Strategy

  • Defined clear content and design requirements and built a focused strategy.

By creating a modular workflow, I reshaped the Education category and made it easy to scale.

  1. Identified business types that could serve as base concepts - for example, after-school activities expanded into ballet, karate, and gardening.
    2. Education Mindmap
  2. Built a roadmap for launching the new category:
    • Starting with the list of templates to tackle
    • Backing each one with a creative brief - site map, visuals, copy, product mapping.s

Design

Developed and launched a new collection of education templates, relevant in both style and functionality, aligned with user needs.

Impact

  • Attracted a new cohort of engaged users and boosted conversion rates
  • +21% Boosted Convertion Rate
  • A unique collaboration with the NYC Department of Education%

Reflections

What did I learn from this project?

  1. Follow the data. Gaps between user behavior and product offering can spark impactful projects.
  2. Talk to users. Direct conversations reveal real goals and pain points.
  3. Stay flexible. Priorities shift—like realizing Wix should serve academics with different tools than we first imagined.