Company
Wix
Role
Lead Product Designer
Platform
Web App
Year
2025
End-to-End Workflow for Service-Based Businesses
Overview & Challenge
We noticed a fast-growing niche — consultants, designers, legal advisors, editors — whose flow didn’t fit Wix’s “book & pay online” model. Instead: showcase services → capture leads → have a call → send a proposal → close the deal. Wix had all the tools (forms, scheduling, proposals, invoices) but scattered across products. My role was to map their workflows and design a connected journey between different products. To make integration happen I was working with 6 (!!!) product teams across 3 locations 😎
User Research & Key Insights
To really understand the workflow, together with the product team, we ran 20 interviews and reviewed 100+ live sites. The pattern was clear:
Wix had the tools, but they weren’t connected, forcing users to manually stitch everything together
Bookings felt too heavy for showcasing services or scheduling simple intro calls
Leads from forms ended up in static tables with no statuses, making follow-up hard
Users could launch a polished site in a day — but managing sales inside Wix was fragmented and slow.
Competitor Benchmark
I also ran a competitor research to understand the industry standard.
B2B sales platforms like Bonsai, HoneyBook, and Apollo AI focus solely on lead management and offer much smoother flows: clear service catalogs, integrated pipelines, and lightweight scheduling.
Solutions
Simple Service Setup for Lead-Driven Businesses
Users can now create services in minutes with just an image, title, and short description (with AI help if needed). A base price can be added if they want — and later reused automatically in proposals, pay links, and invoices.
To make saving services meaningful than "just for website", each one instantly connects to other Wix tools: it can be added to proposals, linked to a portfolio, or promoted online.
Service & Appointment Fields Directly in Forms
Instead of re-entering details for every form, users now drop in a Service Picker field that pulls directly from their catalog. When a lead submits, the service info is already attached — making it one click away from a proposal or payment.
They can also add an Appointment field for quick intro calls, solving the need for external tools like Calendly with a lightweight, built-in option.
Guided flow that connects key steps
I mapped the key steps — showcase, capture, manage, close — into one setup. This improved tool discoverability and kept users engaged without jumping between products.
Manage inquired services in the pipeline
Submissions from forms now enter a pipeline where each deal includes the selected service, plus linked proposals, invoices, and payments. I redesigned the deal layout to highlight these details up front, so users get a clear snapshot without extra clicks.
This turned the pipeline from a static list into a true hub for managing and moving deals forward.
If you're wondering where these pipeline details came from, just for sense of context, I added here below the pipeline table :)
Outcome
The new catalog launched as Wix Services, with strong early adoption: thousands added the Service Picker and Appointment field, and many dropped external tools entirely.
Since most tools already existed, our main challenge was connecting them. We rolled out these connections step by step, validating each through A/B tests with targeted user groups. At launch, we focused only on new users to ensure the funnel was clear and that they understood the connected setup. Once adoption proved strong, we expanded further — preparing to release the integrated pipeline, add pricing breakdowns, and improve showcasing, while actively studying this new audience, interviewing new users to refine the experience.