Redesigning the Wix Multilingual product experience from scratch, focusing on a comprehensive Translation Manager that enables Wix users to efficiently translate all their site content into more than 180 languages and reach global audiences.
Project Timeline
Over a year, delivered in phases
Team
Sole Product Designer
Role Played
Led the redesign of the Wix Multilingual product experience as the sole UX designer.
Built Wix's translation tools from scratch across both the user experience and technical foundations.
Owned full functional and visual design cycles: research, ideation, validation, pixel-perfect UI, delivery, and post-launch testing.
Facilitated workshops and offsites to align teams on missions, priorities, and release benchmarks.
Used interviews, competitor analysis, and usability testing to drive continuous improvement.
Worked in an agile environment with product managers, developers, analysts, and management stakeholders.
Impact
The redesign improved user satisfaction and product performance, including a 15% uplift in conversion to live-ready sites, an App Market score increase from 2.0 to 3.9, and successful integrations with critical Wix business verticals such as CMS and Booking Services.
01
Project Overview
This project was a comprehensive redesign of the Wix Multilingual product experience. Its purpose was to empower Wix users to fully localize their sites for any language and culture, helping their businesses grow internationally.
The central tool was the Translation Manager: a seamless, efficient place to translate all site content. The initiative addressed major user frustrations and rebuilt the translation process within Wix from the ground up.
Multilingual used to allow users to translate site content only on the canvas side, while apps content could be translated on the dashboard side with multiple pages buggy experience.Allow users to fully control and translate their entire site content from one central place with fully awareness of what is the content status.
02
Problem Statement
Although Wix Multilingual had existed for more than five years, its experience was fragmented and difficult to use. Translation tools were scattered across the Editor and dashboard, leaving users without context, guidance, or a clear picture of their progress.
Old BM Multilingual dashboardTMS - for translating apps content
Core user problems
Difficult translation workflow
Users struggled with a tedious, scattered process and lacked translation context.
Editor mode - for translating editor content on stage
03
Project Goals
The mission was to help users translate their site content easily and ensure that nothing gets lost in translation.
Product goals
Centralize
Build a new translation experience in the Wix dashboard.
Cover the full site
Enable users to translate every site component in one place.
Localize fully
Empower users to adapt sites to any language and culture.
Grow internationally
Support business growth beyond English-only markets.
Success KPIs
+20% live-ready conversion
Increase conversion year over year from 52% to 63%.
200% faster loading
Improve development velocity by reducing TMS loading time.
Expanded vertical coverage
Increase business-vertical usage by 40% and double the number of high-GPV sites from 2.3K to 5K.
04
Target Audience
The primary audience was Wix website creators: 89% self-creators, 10% sites created by partners or agencies, and 1% channel sites. We focused first on do-it-yourself users.
A representative user was a photographer in Switzerland, fluent in French and English, whose main site language was English and target languages were French and German. She needed to communicate accurately, reach visitors in their own languages, and become discoverable internationally.
Typical journey
Start with a template in the Wix Editor.
Create pages in the main language.
Add a secondary language with Wix Multilingual.
Use Auto-Translate.
Review and edit translations.
Publish the secondary-language site.
The central pain point was the lack of an intuitive, simple way to review and edit translations.
Users didn't have a centralised place to track all their site content translationApps content which managed on the dashboard used to be translated only on the BM without clear status.
05
Discovery Research
Over several months, we mapped the existing product, its features, flows, and integrated verticals. We ran dozens of user sessions and interviews, and combined those findings with customer-care reports and business-analysis insights.
The research reframed the problems, defined the scope, and established seven pillars for the future growth of Wix Multilingual.
Competitive analysis and strategy
We analyzed more than ten direct competitors and professional localization tools. Competitors offered centralized text editors, visual editors, glossaries, and collaboration, while Wix's server-native architecture offered stronger coverage for code and dynamic content. This advantage made centralization the clear first phase of the product vision.
Guiding principles
Questions the experience had to answer
What can I translate, and where do I translate it?
How can I see the original content while translating?
How do I know what is left to translate?
How do I review and approve automatic translations?
How are edits in the main language reflected in translations?
How can I search, filter, revert, and review translation history?
How do I know when my site is multilingual-ready?
06
Ideation and Concepts
We brought the research to a rapid-ideation offsite with product managers, developers, support representatives, and business analysts. Teams generated ideas in short rounds, narrowed them to leading solutions, and used a heat-map exercise to assess the strengths and weaknesses of six prepared concepts.
Concepts explored
Visual Editor
An integrated side panel for side-by-side work directly on the stage.
Centralize dashboard and preview
A page-based translation area connected to a site preview.
Interactive stage mode
A live-site helper for moving between translatable elements.
Multilingual Assistant
A progress guide that recommends the next step for each language.
CAT tool
A professional, spreadsheet-like editing experience paired with a live preview.
Disclaimer: The green and red dots represent the team members’ heat-map votes, indicating positive and negative feedback on different parts of each concept.
Selected direction
The winning direction combined three ideas: a walkthrough guide, a one-stop side-by-side translation module, and a translation preview. Low-fidelity end-to-end flows communicated this vision and aligned management and stakeholders before UX and agile development began in parallel.
07
Design
The solution centralized every site translation, whether it came from static content or a Wix vertical. It clearly communicated progress at field, page, app, and site level, while search, filters, machine translation, and smart statuses made large volumes of content manageable.
More than six low-fidelity iterations detailed user intents, goals, and complete happy paths before the final visual design was produced.
Phased development
Phase 1
Focused on self-creators and static content. It introduced the new table for page content and placed the legacy app-translation system inside the same central umbrella.
Phase 2
Expanded advanced table features, removed the legacy TMS, brought supported verticals into the table, and added previously unsupported key integrations.
Final Translation Manager capabilities
Unified table
A consistent experience for every content type and app.
Side-by-side editing
Original and translated content with expandable fields.
Dynamic status
Clear indications for translated, untranslated, and outdated content.
Search and filters
Fast navigation through pages, apps, languages, and fields.
Machine translation
Generate translations for one field or the entire site.
Progress tracking
Detailed coverage across every site area and app.
Media translation
Translate and localize images and hidden fields.
Efficient workflows
Keyboard shortcuts, quick field navigation, and import/export.
08
User Testing
Usability sessions evaluated users' first experience translating site content with the new Translation Manager. The primary objective was to identify critical pain points in the existing workflow and validate whether the centralized approach made content easier to find, understand, review, and publish.
The findings informed iterative improvements to the first-time experience, content organization, status language, and translation workflow before release.
09
Speccing and Delivery
Because the new experience served multiple internal teams, detailed specifications were essential. Component behavior, rules, edge cases, and reusable patterns were documented to make implementation consistent and provide a template that other teams could adopt.
The work covered both product-level flows and the technical realities of a shared horizontal service, helping engineering teams integrate the Translation Manager across Wix products and third-party apps.
10
Key Learnings
Communication and influence
As the sole designer, I strengthened the soft skills needed to navigate constraints, challenge assumptions, find creative solutions, and manage compromise.
Designing a horizontal service
I learned to balance direct user needs with the requirements of internal teams, company strategy, and future integrations.
End-to-end ownership
I owned functional and visual design from research through post-launch testing in a complex, agile environment.
Facilitating alignment
Workshops and offsites became a key tool for aligning missions, priorities, and release benchmarks across disciplines.
11
Success and Impact
The redesigned product and Translation Manager delivered measurable improvements across user readiness, translation coverage, retention, vertical adoption, and commercial performance.
Overall results
+15%
Uplift in Multilingual live-ready conversion.
2.0 → 3.9
Increase in the Wix App Market rating.
84.6% → 96.4%
Increase in median translation coverage on active sites.
0% → 60%
Increase in translation of images and hidden fields.
−16.6%
Reduction in churn.
−49%
Reduction in users changing a visible language back to hidden.
+14%
Increase in multilingual package purchases.
Translation Manager for verticals
+26%
Translation Manager usage.
+37%
Vertical usage inside Translation Manager.
+8%
Multilingual conversion.
+17%
Wix premium collection purchases.
CMS integration
+78%
DIY users becoming ready to make secondary languages visible.
+27%
Partner users becoming ready to make secondary languages visible.
A more deliberate path to publishing
Median time from installation to live-ready increased from 0–100 hours to 200–300 hours. This was a positive behavioral shift: users had greater transparency into the content requiring translation and took the time to review it properly instead of publishing incomplete secondary-language sites.
Expanded platform coverage
The project also delivered long-requested integrations with Wix CMS, Booking Services, and automated emails, allowing users to translate substantially more of their business content in one place.