Eclipse
Eclipse was a complete redesign of Wix's highest-traffic and highest-revenue purchase experience. The existing funnel had already been optimized over years of experimentation, making every design decision a potential business risk rather than simply a UX improvement.
I led the redesign from concept through rollout, balancing user experience with revenue protection through extensive research, cross-functional collaboration, and a carefully controlled experimentation strategy.
The result was an estimated $1.5M annual revenue uplift, while maintaining performance across the funnel's core business metrics - demonstrating that meaningful UX improvements can still unlock measurable business value, even in highly optimized systems.
The Challenge
The hardest part wasn't redesigning the experience-it was earning the right to change it.
The existing purchase flow consistently delivered strong business results after years of continuous optimization. Any significant design change had the potential to negatively impact conversion, revenue, and user behavior.
Rather than treating the project as a visual redesign, we approached it as a business-critical initiative where every design decision needed to balance user experience with measurable business outcomes.
The challenge wasn't simply: Can we make it look better?
It was: Can we create a significantly better purchasing experience without breaking one of the company's strongest-performing products?
Design Approach
The redesign wasn't driven by aesthetics alone.
Every decision aimed to reduce friction while increasing confidence throughout the purchase journey.
Key design principles included:
- Modernizing the visual hierarchy to improve scannability
- Simplifying complex plan comparisons and decision making
- Increasing the perceived premium value of Wix's offering
- Aligning the experience with Wix's evolving design language
- Building a more scalable foundation for future experimentation
The result was an experience that felt significantly more modern while remaining familiar enough to support rigorous performance testing.
Sale version:
Rollout
Launching Eclipse wasn't a single release-it was a carefully managed business experiment.
Because the purchase flow represented one of Wix's most valuable revenue engines, preserving measurement accuracy was just as important as the redesign itself.
To ensure a reliable A/B comparison against the existing experience (Sunrise), we intentionally preserved core behavioral patterns, including the above-the-fold structure and primary decision points. This allowed us to isolate the impact of the redesign without introducing unnecessary variables.
The rollout followed a staged validation strategy:
- Internal release to Wix employees
- US launch with sanity validation and KPI monitoring
- Expansion to 50% of traffic after stable results
- Full rollout to 100% following successful validation
Impact
The redesign successfully modernized one of Wix's most important customer journeys while maintaining the performance of an already highly optimized funnel.
Results included:
- Estimated $1.5M annual revenue uplift
- No degradation across core funnel KPIs
- Stable performance throughout the rollout
- Recognition as one of the year's strategic product initiatives
- A scalable foundation for future experimentation and optimization
Eclipse proved that even a mature, high-performing revenue engine can be successfully reimagined when product thinking, user experience, and business strategy are treated as a single design problem.