Wix Studio: Empowering Agencies & Freelancers through a Scalable Platform

Product case-study
Role: Lead Product Designer
2022-2023

Background

In December 2022, Wix, a leading platform for web development, made a strategic shift to become the go-to platform for web professionals, including freelancers and agencies. With over 280 million users globally, Wix discovered that a small percentage (1%) of professional web creators— "Target Partners"—were responsible for 27% of its premium collections. This key group was identified as essential to driving Wix's premium growth, setting the stage for a new business strategy to better serve this segment.

The Challenge

Wix aimed to better serve professional web creators (freelancers & agencies), who represented only 1% of users but 27% of premium revenue. Key issues included inefficient account switching, overwhelming notifications, and limited site management tools—all barriers to scalability and retention.

The Approach / Early Research

Through interviews with churned and active partners, three major pain points were identified:

Freelancers and pro users frequently switch accounts due to client fragmentation.
Notification overload from multiple channels; therefore, these users turn all notifications off.
Lack of tools for managing large site portfolios.

Wix formed two dedicated task forces—one focused on a new site editor, the other (led by me) on business operation infrastructure.

Sneak pick to the UX research

Key Insights

Professional users need workspace-level tools, not just site-level features.
Bulk actions alone aren’t enough—customization and visibility are key.
Scalability requires rethinking UX around multi-client workflows.

Results

Launched Wix Studio, a rebranded platform built for pros
1.6M users onboarded within a year, 69% new users
137K premium subscriptions
Successfully launched globally in 12 cities, where I hosted the Miami event.
Major features: revamped account switching, custom notification settings, and a redesigned “My Sites” with smart filters and bulk tools