Effortless no-code website builder

Helping small businesses create a website for their brand without the need for costly engineering

Role

Lead product designer

Website

Length of project

Jan 2023 - Dec 2023

Note: some screenshots will show “Fuel Fitness”. This is not a real business. This is a test account.

It’s difficult to know where to start when designing your own website.

Let’s think about it. You’re a small business owner and you know nothing about website design. You spend your days doing admin work and the last thing you want to do is learn how to create a website on a builder that costs hundreds a year. You probably wouldn’t know where to start.



So, what if there was a simple and easy-to-use website builder within our products?

What do we need to tackle?

Port 443 recently released the new version of their software. The final piece was the website builder. Through discussion, we saw an opportunity to create something impactful that would replace the current inefficient and confusing website creation process.

As the primary designer, I was tasked with creating an easy-to-use website builder that allows users to effortlessly create a website for their business to save them money, time, and keep everything in one place. This would lead to higher conversion rates to the new version.

Understanding our users

“How do I make a site that doesn’t look like a Word doc?”

To better understand our users, I conducted user interviews to understand pain-points and user needs so I could and create a design that blends creativity and usability for our members. I discovered some key insights:

“I don’t have time to learn how to create a good website.”

Our users have their own business to operate.

“The current editor is too confusing and clunky.”

The UI was overwhelming and too much to take in.

“My website looks like everyone elses.”

No personal branding or modern templates.

Catering to all users

The Legacy version offers limited customization due to restrictions of a chosen template and lack of formatting options. HTML would be required to really get outside of those constraints. Creating a product for our techy users and not so techy users is crucial.

Saving time with a simple design for everyone

After analyzing my findings, I knew how crucial it was to create something that is easy-to-use and extremely intuitive for our tech-savvy users and the not so tech-savvy ones. 
I began to collaborate with customer support, marketing, and our product owners

Empowering Creativity: Creating Websites with Ease

  • Visual drag & drop editor - users can see live changes with an option to undo and redo. No need to keep saving and then opening a new tab to see changes.

  • Pre-made content blocks for page headers, galleries, and more

  • Customizable modern templates - add and remove blocks. No more constraints.

  • Choose your fonts and colours for a branded look

  • An improved media library that includes stock photos
    … and more!!

The Building Blocks of Success: Lessons Learned

Success and innovation thrives with collaboration of all teams. This includes marketing, QA, support, and developers.

The Magic of Collaboration

Taking time to overcome challenges and refine our approach ultimately led to a stronger product that users love.

Patience: Great Things Take Time

By listening to our users and iterating based on insights, we are able to continuously improve and meet their needs.

Feedback Loop

In the realm of metrics, tangible results spoke volumes. Our focus on user engagement, retention, and satisfaction paved the way for a successful product launch.

Measuring Milestones