Projects

Here's a few of the things I've worked on over the last 6 years. I started out writing for the Wix App Market, which offers apps that enhance Wix websites. Alongside that, I also wrote for the Developers' Center, where third-party and internal developers set up the apps that appear in the App Market. After 2 years there, I transitioned to writing for the Wix Editor, where I got to guide millions of people through building their websites. I also wrote for platformized features used by other groups in Wix whose features appeared in the Editor.

After 4 years writing for the Editor, I moved to work on Wix Automations, allowing users to automate actions on their site, such as to send an email every time a purchase is made. I also got to write for Wix functions and Wixel Video (AI video generation), as well as a brief stint writing for Inbox and Contacts.

Good Migrations

Migrating hundreds of thousands of users to a new version of your product is a delicate business, especially when the new version is very different from the old. They need to understand that though the migration is mandatory, they have as much control as possible.

A Tale of Two Tours

Transitioning to a new version of a familiar product can be disconcerting. To ease our users' way, I wrote different tours depending on what each user's previous Wix experience had been. Figuring out the messaging for each was an interesting challenge.

Apps from Both Sides Now

Writing for both the App Market and the Dev Center meant keeping two very different user personas in mind at all times, and talking to each in their own dialect while maintaining a consistent Wix voice throughout.

Wix Users - Meet AI;
AI - Meet Wix Users

The AI revolution of the last couple years has brought new challenges and the opportunity to learn new skills. In writing the AI Site Builder, I got to help mediate the AI experience for our users as well as teach the language models about our users and how to talk to them.

Flipping the Narrative

Sometimes, to solve a problem, you need to take a step back and flip the conversation. This was the case for the installation settings of apps built using a custom element.