Site Creation AI Chat Funnel
My role: UX Writer (Lead)
Type of project: New product
Project overview
Wix launched a generative AI chatbot in November 2023 to engage users at the beginning of site creation. The bot guides conversations to build a personalized "site profile," which tailors Dashboard setup steps and template customization. As this high-profile initiative lacked a designated UX writer, I co-authored all static chatbot content with a writer new to UX. This pioneering project was Wix's first exploration of AI chat user experience.
Challenges
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The chatbot was a proof of concept developed by a fast-moving task force, deviating from the usual product development lifecycle.
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I joined the project after initial work had started, which made it more difficult to influence the product design.
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There was uncertainty around how much content would be static versus generated by large language models (LLMs).
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User acceptance of an AI chat at the start of site creation was a complete unknown.
Process
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Collaborated closely with the UX designer and Product Manager, reviewing and iterating on initial wireframe copy.
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Conducted competitive research focused on ChatGPT and other AI chat experiences, due to lack of directly comparable products.
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Defined key terminology such as “site profile” to ensure clarity and consistency.
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Focused static writing efforts primarily on the chatbot’s first and last messages, as most other content was LLM-generated.
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Created all content keys and strings, uploaded them to our CMS, and shared with localization.
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Delivered a comprehensive handover to the incoming dedicated UX writer once the team grew.
Results
The test launched to 50% of new English-speaking users and ran for 8 days.​
User flow and conversion rates
