Wix Partners Agency Profile Creation Flow
Project Overview
The Agency Profile is a professional profile page for Wix Partners, designed to serve as their digital business card. It showcases the agency’s identity, services, selected projects, and contact details, and acts as a central meeting point between partners and potential clients.
Originally, profile pages were available only to partners listed in the Wix Marketplace. As the platform evolved, it became clear that many partners needed a professional place to represent their work, even if they were not part of the Marketplace.
This project was created to solve exactly that. To open profile creation to a much wider audience of partners and give them a meaningful, credible presence on Wix.
Alongside this broader access, user feedback revealed that existing profiles were not visually appealing and often failed to reflect the professionalism partners wanted to present.
These insights led to a redesign of both the profile experience and the creation flow, resulting in a clearer structure, a renewed visual language, and a more intuitive process that helps partners build a profile they genuinely want to share.
Old Partners Profile experience
New Partners Profile experience
The Problem
The option to create a profile was available only to partners who met all requirements and were accepted into the Wix Marketplace.
However, data revealed a significant gap: out of 248K partners in the Partner Program, only around 1500 were listed in the Marketplace and therefore had access to a partner profile.
This meant that a large group of active partners lacked an official professional presence, despite already creating value on top of the Wix platform.
Main Goals
I defined two main product goals:
1. Enable any partner to create a professional profile, regardless of their
Marketplace status.
2. Strengthen partner credibility by giving them a structured place to present
their work.
My role
I joined the project after the 'Agency Profile' page had already been redesigned for the Wix Marketplace. My responsibility was to design the full experience of creating an Agency Profile for partners outside the Marketplace, ensuring consistency with the new profile design while maintaining Wix’s credibility.
I owned the UX of the entire creation flow, focusing on turning the profile building process into an intuitive and meaningful experience that reflects the final outcome.
User Research
To deeply understand partner frustrations and uncover opportunities, I conducted qualitative UX research that combined an exploration of existing partner experiences within Wix Studio with a competitive analysis.
Community Voices
One of the strongest inputs came from real partner conversations in Wix communities. I found out multiple threads where partners shared their challenges and expectations:
1. Partners who are not in the Marketplace lack any recognition on Wix.
Many partners have strong reputations on outside platforms.
2. Partners want one central place that represents who they are.
3. Users wait months or years to reach higher partner levels.
4. When a partner is removed from the Marketplace, they lose their entire profile.
Competitor Research
As part of designing the 'Agency Profile' creation flow, I conducted focused competitor research to understand how leading platforms structure their profile creation experience, what fields they require, how they handle progressive disclosure, and what patterns help reduce friction for new users.
I reviewed multiple platforms, including Figma community, Behance, Dribbble, Contra, Webflow, Fiverr, and GitHub. The goal was to map out the common UX patterns and identify opportunities for a better, more intuitive profile creation experience in Wix Studio. Here are some things that came up:
The Design process -
Phase Ⅰ
Early in the process, the goal was to release the product as quick as possible, so the scope was intentionally kept very lean.
The instructions were very clear - to base the creation flow experience on the existing Marketplace profile and create a similar experience, in order to launch fast without requiring almost any development effort.
The outcome was a form that is very long, tedious and with an appearance that doesn’t reflect the look and feel users will eventually see in the new agency UI profile:
The Design process -
Phase Ⅱ
After designing the initial version, it became clear that although the flow met our goal of minimizing dev effort, the experience itself wasn’t good enough.
Visually, it felt far from the final profile page users would eventually see, which could create confusion, reduce trust, and ultimately discourage partners from building a profile on Wix, especially when competing platforms offer simpler and more appealing alternatives.
This realization pushed us to rethink the entire profile creation experience. We understood that users need a flow that feels lighter, more engaging, and more aligned with the professional outcome they expect to achieve.
Below are some of the UX directions I explored, inspired by the competitor research I conducted:
The Design process -
Phase Ⅲ - Final design
In the this phase, I made a conscious decision to ensure that the profile creation experience closely mirrors the final profile outcome. I wanted users to feel from the very first interaction what they are building and what they will ultimately receive.
To achieve this, I had to step beyond the existing Wix component library. Rather than relying on predefined system components with fixed behaviors, I designed new, tailored components specifically for this case. This required defining all states, interactions, validations, and edge cases from scratch.
The reason behind this decision was intentional: using ready-made components would have constrained the experience to form-based patterns, while my goal was to create something that feels like building a real profile.
This approach allowed the creation process to feel dynamic, visual, and directly connected to the final result:
The Empty State - The empty state represents the very beginning of the partner journey. Here, my goal was to reduce cognitive load and provide strong guidance. Instead of overwhelming the user withinputs, the layout clearly communicates what can be added and why it matters. Each section acts as aninvitation rather than a requirement, reinforcing that the profile is something that grows over time.
Mandatory Fields Completed - Once only the required fields are filled, the profile already begins to take shape visually. This was an important design moment: even at its most basic level, the profile should feel legitimate and publishable. By visually reflecting the final layout, even with minimal content, users can immediately understand the value of completing the setup. The structure remains consistent with the full profile, reinforcing continuity between creation and outcome.
Fully Completed Profile - In the fully completed state, the creation page becomes almost indistinguishable from the public-facing profile. All sections: services, projects, templates, apps, certifications are visually integrated into one cohesive structure. Designing this state required careful handling of hierarchy, spacing, and scalability to ensure the layout works whether a partner adds one project or fifty. The editing experience continues to feel connected to the final result, maintaining the core principle of the design: what you build is what you see. This reinforces ownership, clarity, and confidence before publishing.
Project Conclusions
This project allowed me to design a critical entry point in the partner journey, the Agency Profile creation flow, by decoupling it from Marketplace eligibility and reframing it as a foundational credibility tool rather than a gated privilege.
Through qualitative research and competitor analysis, I identified that visibility, trust, and low-friction onboarding are essential for creators at any stage. My solution focused on structuring the experience into clear and digestible steps, and designing a scalable UX that supports different partner types without overwhelming them.
The key learning from this project was that profile creation is not just a form, it is a strategic moment that defines how users perceive their professional identity.