Staffing Groups
Before redesigning the product, we had to redesign the operating model behind it.
I led the UX design of a foundational initiative that aligned Wix Customer Care's product architecture with the way the organization actually operated. Working alongside Product, Engineering, Data, and Operations, I helped define a new operational model that became the foundation for future routing, monitoring, and automation.
The Opportunity
Wix Customer Care supports millions of users across hundreds of products, languages, and support channels.
As the organization evolved, the product no longer reflected how teams actually worked. I saw an opportunity to redesign not just the interface, but the operational foundation behind the platform.
The Challenge
Customer requests were routed across more than 300 product groups, while operational teams had already adopted Staffing Groups as their primary way of organizing expertise.
This disconnect created friction across routing, scheduling, reporting, and daily operations, making the platform increasingly difficult to scale.
The challenge wasn't simply improving an internal tool-it was aligning an entire product ecosystem with a rapidly evolving organization.
Strategy
Before designing a single screen, I worked with Product, Engineering, Data, and Operations to redefine the operational model behind the platform.
Through workshops and close cross-functional collaboration, we aligned technical constraints, business needs, and operational workflows into a shared foundation that the product could support.
Design
Once the model was defined, I translated it into an end-to-end product experience, designing management tools, dashboards, and operational workflows that enabled teams to adopt the new structure with confidence.
Business Outcome
The project established the foundation for a new generation of Customer Care tools by aligning the product with the way the organization actually operated.
More importantly, it enabled future routing, monitoring, and automation capabilities while reinforcing a key lesson: designing complex systems starts with understanding how the business works- not with designing screens.