Improving first-time experience

Context

After launching Branded App by Wix, I shifted focus to iterating and optimizing how users experienced the product. I started with how people entered the product.

Challenges

The original dashboard entry was a marketing-heavy screen with a generic "Start Now" CTA that appeared every time, confusing returning users.

Approach

I collaborated with engineers to ensure the entry experience was restricted to first-time users, while stripping away marketing fluff and excessive information. I focused on making the value proposition scannable and refining CTAs. Based on insights from research and interviews, I identified that technical terms like "native" were confusing, so I replaced them with language that aligned with our users' mental models.

In a later iteration, I collaborated with the product designer to add onboarding screens that let users preview their app and understand the product's value off the bat before reaching the dashboard.

Impact

• ↗Improved entry point click-through rate and reduced drop-off for first-time users.
• ↗Shipped a research-backed onboarding flow.

Visuals

Iteration 1

Before

↓

After

The iterated first-time experience: a scannable value proposition, plain language, and a precise "Build Your App" CTA shown only to new users.