Routing Engine
After redefining the operational model behind Wix Customer Care, the next challenge was turning it into an intelligent routing system.
I led the UX design of a next-generation routing engine that automatically matched customers with the right available expert based on business rules and real-time operational data. Long before AI-powered routing became common, the platform introduced rule-based decision making at scale.
The impact was visible the very next day: direct transfers to the right expert increased from 15% to 40%, reducing wait times while laying the foundation for future automation.
The Opportunity
Wix Customer Care relied on a highly manual routing process that struggled to keep pace with the organization's growing complexity.
I saw an opportunity to replace manual decision-making with a flexible routing engine that could continuously adapt to changing business rules, staffing structures, and real-time operational conditions.
The Challenge
Routing decisions depended on hundreds of variables, including product expertise, support channels, Staffing Groups, availability, and business priorities.
The challenge wasn't automating routing-it was making complex operational logic understandable and manageable for the teams responsible for running it every day.
Strategy
Working alongside Product, Engineering, Data, and Operations, I helped define the operational logic behind the routing engine.
We explored multiple approaches-including IVR-inspired decision trees-before converging on an ordered rule engine that balanced flexibility with usability.
Because the engine followed a first-match evaluation model, I designed the experience around rule priority, making routing behavior transparent, predictable, and easy to manage.
Design
I translated the routing logic into an end-to-end product experience, designing configuration tools, dashboards, monitoring views, transfer workflows, and management interfaces.
Rather than exposing technical complexity, the experience enabled operations teams to confidently understand, configure, and evolve routing behavior as business needs changed.
Business Outcome
The routing engine established a scalable foundation for future monitoring, optimization, and rule-based automation across Wix Customer Care.
The impact was visible the very next day: direct transfers to the right expert increased from 15% to 40%, reducing wait times and improving the support experience.