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 medium-sized enterprises procure digital advertising space through the digital advertising agency affiliated with Convertly’s parent company. Numerous small businesses exhibit diverse website designs and utilize various platforms. Despite a high clickthrough rate for a specific ad, the conversion rate might decline owing to several factors, including suboptimal website performance. Inadequate mobile optimization or a lack of a coherent user flow and path on the website could potentially result in businesses opting not to renew their ad-buy contracts.

Goal

Develop a robust platform catering to small to medium-sized enterprises, enabling them to establish an online presence seamlessly. This solution seamlessly integrates with our advertising platform, enhancing campaign tracking efficiency. It serves as a comprehensive hub for managing your digital footprint, ensuring user-friendly navigation while maintaining flexibility for business owners to update their products. Additionally, it facilitates third-party involvement, allowing external entities, including our sales representatives, to efficiently construct and customize websites within our platform.

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:
- Compiled a list of potential users within the small to medium-sized business segment.
- Identified key decision-makers and individuals responsible for website management.
Contact Strategy:
- Developed a systematic approach to reach out to the identified users for effective information gathering.
- Established communication channels, considering a mix of emails, surveys, and direct interviews.
Platform Investigation:
- Conducted a thorough review of prominent CMS platforms, including Wix, Weebly, SquareSpace, GoDaddy, and several others.
- Explored features, strengths, and weaknesses of each platform to inform the research process.
Inspiration and User Experience:
- Sought inspiration beyond the immediate industry by examining interfaces that align with the target users’ daily interactions.
- Analyzed design patterns from various sources, aiming to incorporate innovative and user-friendly elements into the proposed solution.

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.