Website Editor

Creating websites for small businesses that meet their digital needs.

Overview

Convertly is a content management system (CMS) designed to help bridge the gap between the online advertising of small and medium-sized businesses and their online brand. We created a platform that is easy to use and can create fast and responsive websites for users. I joined the team as the sole Product Designer.

Problem

Small to mid-sized businesses buy ad space via Convertly’s parent company’s agency. Many firms have different website designs and use varied platforms. Even with high ad click rates, conversions may drop due to issues like poor site performance. If sites lack mobile optimization or clear user paths, businesses may choose not to renew ad contracts.

Goal

Create a strong platform for small to medium-sized businesses to easily set up online. It links smoothly with our ad platform, improving campaign tracking. Manage your digital presence in one place, easy to navigate and update. Plus, invite third parties like our sales team to build and customize websites efficiently.

My Roles

User Research
User Testing
User Flows & Stories
UI/UX Design
Wireframing
Prototyping
Content

Timeline

6 months

01

Discovery

User/Market Research

In the initial stages of the discovery phase for researching Content Management System (CMS) platforms suitable for small to medium-sized businesses, I undertook a comprehensive approach to gather valuable insights. Specifically, I focused on understanding the preferences and needs of potential users in maintaining their websites. Here are some key aspects of the research:

User Identification: Identified potential users in small to medium-sized businesses.
Recognized key decision-makers and website management personnel.
Contact Strategy: Devised a systematic outreach plan to gather information effectively. Established communication channels via emails, surveys, and direct interviews.
Platform Investigation: Thoroughly reviewed CMS platforms like Wix, Weebly, SquareSpace, GoDaddy, and others. Evaluated features, strengths, and weaknesses of each platform.
Inspiration and User Experience: Explored interfaces beyond the industry to resonate with target users’ daily interactions. Analyzed design patterns from various sources to incorporate innovative and user-friendly elements.

This multi-faceted approach ensures a well-rounded understanding of user preferences, current practices, and industry standards, laying a solid foundation for the subsequent design and implementation phases.

02

Discuss & Define

The initial target audience for this product comprised small to medium-sized business owners. I conducted research in collaboration with sales associates, actively participating in client calls to discuss website modifications. These changes ranged from updating content to link with digital ads to providing suggestions aimed at enhancing the overall user experience. Subsequently, it became apparent how crucial it was to dedicate time to refining the product for the benefit of small business owners.

Upon product development, a specialized team was formed to streamline the site setup process. This team, comprised of designers, played a pivotal role in customizing the site to improve adoption rates. Swift deployment of the site in the early stages was imperative for effective testing. The primary users involved in these sessions included business owners, sales associates, and web designers.

03

Design

After obtaining approval, I transitioned to the development of mockups and prototypes. I focused on individual components sequentially, addressing aspects such as site creation, text editor, template selection, and more. Upon the completion of each component, I diligently submitted it for review and facilitated a seamless handoff to the development team.

Final Mockups

Source Files & Prototypes

Mockups and Prototypes were created in Figma. These files were copied over from the work account. Files and projects would normally be organized differently.

Site Editor – This contains the side navigation options
Add Page – Prototype – This contains the side navigation options
Inline Text Editor – Here is what one of the tools looks like. Click here for a link to the prototype

Outcomes & Lessons

The initial product underwent internal beta testing. We utilized the tool to develop websites for clients who had purchased ad space on our platform but lacked a robust online presence or had none at all. Additionally, we transitioned some of our owned and operated websites, such as bayareanewsgroup.com, to the platform. This strategic move provided us with an internal user base for product testing and garnered valuable feedback. Although not the primary objective, it facilitated a gradual increase in users while delivering a more hands-on customer experience compared to other services at a similar price point.

Convertly remains a continually evolving product, representing the most extensive single project in my portfolio. As the sole Product Designer on this endeavor, I adapted my process to meet project requirements, recognizing that not all projects are identical. In instances where time constraints prevent the creation of personas and wireframes, maintaining consistent communication with stakeholders throughout the process is crucial. This approach enables me to implement changes swiftly, adhering to deadlines and budget constraints.