Central Feed
Sep 2021 – Mar 2022
I owned the end-to-end design of Central Feed for Wix Groups. The product served millions of communities, but the core experience was fragmented. Members had no way to see what was happening across groups without clicking into each one.
I partnered closely with product to define the problem, run research, and design a solution that balanced user needs, product strategy, and business goals. Central Feed launched as the new default layout and drove measurable improvements in engagement, member growth, and GPV.
Product
Wix Groups
My role
Senior Product Designer
Skills
End-to-end product ownership Product strategy Solo user research & competitive analysis Designing complex product systems
Timeline
Sep 2021 – Mar 2022
Team
PM, 3 engineers, BA, UX writer
Problem
The Groups landing page showed static cards with no content. Members had to click into each group individually to see what was happening. There was nothing to engage with, so engagement stayed low.
Data showed a clear pattern: as sites added more groups, KPIs dropped. Posts, comments, and reactions all decreased. More groups meant more friction, not more value.
Most Wix users had only one group on their site. For them, the group list page was just an extra step between the member and the actual content.
Process
Competitor analysis confirmed the central feed was already the industry standard. Facebook, Mighty Networks, Band, Circle all had one. Wix Groups didn't. I ran 18 interviews and structured all feedback in Dovetail. The biggest pain was discoverability. Users with 5+ groups couldn't find content across them. Admins couldn't tell which groups they belonged to. Key actions like creating a post were buried.
Three directions came out of ideation: add a new layout with feed and sidebar, add the feed as a separate setting, or replace everything with just the feed. I used an impact/effort matrix to evaluate. The new layout with sidebar won because it solved engagement and discovery without breaking existing setups.
One tricky insight from interviews: some admins used the static cards as a landing page to advertise their communities. They asked us not to remove it. That shaped the solution. Instead of replacing the old layout, I added the sidebar as a new layout option in the Wix editor.
Solution
A central feed that aggregates posts from all groups a member belongs to. Sidebar navigation for quick group access and search. A Suggested Groups section so members can discover and join new communities directly from the feed. For non-logged-in visitors, a public feed showing content from public groups to drive discovery and signups.
The key design decision: make it additive, not destructive. Existing users kept their layout. The new feed shipped as one of four layout options so community owners could choose what worked for their audience.
Two rounds of A/B testing refined the details. The first test showed engagement went up 12%, but member joins dropped 14% because users were confused by suggested content in the feed. I proposed adding a Join CTA to the sidebar. After retesting, member joins flipped to +12% and site adoption grew +8%.
Impact
Central Feed became the default layout for all Wix Groups communities and shifted key business metrics across the board.
+12%
Engagement
+19%
GPV $
+8%
Members joined