CONTENT STRATEGIST & UX WRITER
WIX ADI
THE GOAL
Write, edit, and manage the content and information architecture that makes up ADI and Editor platforms.
THE PROCESS:
It starts with reviewing various Tableau reports to understand trends, numbers, and what users are looking for that we do not offer.
After many brainstorming sessions, and narrowing down the list of Business Types we'd like to create custom content for, we do extensive research on those topics in preparation for writing a Business Type Text Brief.
The brief writing process doesn't only contain text—it contains the information architecture of the Business Types that are associated with ADI. This includes:
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Back-end mapping of Business Types to text/visual combinations
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Post-Reg Vertical/Category mapping
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Intro flow/user onboarding custom questions
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App recommendations
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More custom Visual content
Here's a behind the scenes image of what the text portion of the sites look like:
My team manages the CMS, which holds the complete content architecture of ADI.
When a user begins their website creation journey with ADI, they are immediately exposed to the content architecture. Users are asked a series of questions that eventually lead them to a fully created website.
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The CMS holds all of the questions, Business Types, image collections, hyperlinks, applications, and curated Metasites that exist in ADI. The information architecture all comes together via a complex tagging system that maps out and matches Business Types to structures to image collections to applications etc.
After the user goes through the intro flow/onboarding, they arrive at a site curated to their Business Type from the visuals and apps down to the buttons.
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Since there are more than 10,000 different Business Types, the tagging and organizing of these Business Types to unique text, images, and applications becomes a complex game of logic. However, unlike other logic games, this one is constantly monitored and updated based on high-level data decisions.
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After the Business Type has been mapped with all the content we have customized for it, we add the mapping to a list of items we need to QA and review with our Data team (for trends, text analysis, app popularity, etc.) and the Studio team (to create the Editor counterpart templates)
BEYOND CaaS: NEW VISUAL OFFERING
TAXONOMY TAGGING SYSTEM
THE GOAL
Make it easier for users to access image collections by choosing the right category for their business or organization.
THE CHALLENGE
Currently there's no tagging system for image collections (only single images). So the question became: how can we package over 700 image collections into clean, recognizable categories, for our users to access?
THE PROPOSAL
As it stands, the ADI platform has roughly 700+ unique image collections. These collections are only seen by the user when they select a specific Business Type in the intro flow. If there was a way to provide users with the option to switch their image collection to one that suits their needs, it could greatly improve the platform's user experience and our content offering.
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My hypothesis is that an organized breakdown of the collections into a list of categories/sub-categories would be the most effective method of providing them to users.
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THE PROCESS
We started with content modeling and defining the project goals and requirements. Which involved conducting a content audit of categories used on Wix and researching other taxonomy systems.
In collaboration with the Product Managers, Engineering, and other stakeholders, we were able to create high-fidelity prototypes to see what the collections would like on stage
THE OUTCOME
This project is currently in development. However, after months of analysis and content modeling, we:
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Created appropriate category / sub-category tagging system
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Removed duplicate images and incorrect mappings
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Created migration plan to rename, delete, split, categories
DESIGNING A VERTICAL: WIX FITNESS
THE GOAL
Create unique intro flow and application treatment for Fitness users
THE CHALLENGE
During Covid-19, thousands of Fitness professionals worked tirelessly to build their businesses online. When we ran our monthly report showcasing a sharp upward trend in users selecting Fitness categories, we came to the conclusion that fitness users have not fully been defined at Wix and the content they receive lacks personalization and/or does not apply to them.
THE PROPOSAL
Create a dedicated intro flow and custom applications for Fitness users on Editor and ADI
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MY RESPONSIBILITIES
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The content architecture in ADI
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Defining vertical and user personas
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Remapping/Adding 400+ Business Types to Fitness vertical (providing more effective segmentation)
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Mapping custom apps to fitness-related Business Types
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Customized unique question placeholders for intro flow
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Linked new Business Types to Fitness template page
I also created the Fitness Voice & Tone and Visual research presentations in collaboration with the UX and Marketing teams
Here's a brief glimpse of what the Business Type organization process was like:
Since we were creating so many new business Types for users to select, we had to request new image collections from the design studio
Shortly after the fitness project was finished, we began seeing positive results. This graph shows an increase in the percentage of fitness-related sites using the customized Fitness apps
