The evolution of a website builder

As a product manager at Jimdo, I am leading teams on a journey to build and iterate on products to help SMBs succeed.

The Creation Flow

The Creation Flow is the first process a customer goes through when they decide to create a website with Jimdo. 

In the Creation Flow, we try to learn as much as we can about the customer – their project, their goals, and their aesthetic – so that we can deliver a highly personalized first version of their new website.

The evolution of the creation flow

In the beginning, the creation flow resembled a live chat in which the customer would be asked a series of questions. Through countless experiments, we have iterated ourselves out of the chat version of the creation flow and into a more step-by-step process that has increased the number of customers getting to a first version of a website by 20%.

The Creation Flow

Original Version

The Creation Flow: 

Website Topic

The Creation Flow

Website Goals

The Creation Flow: 

Website Style

Block Templates

Blocks give a website its shape and functionality. Rather than choosing a template for their entire website, customers can put a unique website together in sections by adding block templates to each page.

Block templates give customers the ability to add text, images, buttons, and other rich elements like videos, music, and contact forms to their websites in endless combinations and layouts.

The evolution of block templates

In the beginning, the selection of blocks was very limited. Now it includes contact forms, music players, slideshows, collapsible lists, and more. The background color is also context aware, but a customer can change it to whatever they want even before adding the block to their website.

Block Templates: 

Original Version

Block Templates: 

Background Colors

Block Templates: 

Slideshows

Block Templates: 

Contact Forms

The Content Editor

The Content (Editor) is king. We are firm believers in the idea that whatever can be edited directly on the page should be. That means that the tools to do so should be easy to use, discoverable, and located right where you need them. 

The evolution of the content editor

In the beginning, the content editor was missing some basic features, but it also didn't work perfectly. We needed to make some critical improvements to the text editor, the image editor, and the block editor. All of these improvements have led to greater customer satisfaction and less customer frustration.

Content Editor: 

Original Version

Content Editor: 

Text Editor

Content Editor: 

Image Editor

Content Editor: 

Blocks Editor

Style

Style gives every website its unique aesthetic. From colors to fonts and even animations, these are the attributes that communicate a brand.

The evolution of style

In the beginning, there were only preset styles. Now, customers can easily create a color palette that works for them. A wide variety of beautifully matched color palettes can be generated from a base color or image. Customers can also adjust animations and select from a long list of expertly paired fonts. 

Style: 

Original Version

Style: 

Custom Style

Style: 

Color Palette

Style: 

Font Pairings

The Upgrade Flow

The upgrade flow is a crucial part of the product. Here it becomes important to communicate well and then get out of the customer's way.

The evolution of the upgrade flow

In the beginning, the domain selection step in the upgrade flow provided very little guidance for the customer. By making transferring a domain easier, providing helpful suggestions, and automating fixes for invalid input, we've managed to greatly increase the number of customers getting past this step and closer to a successful upgrade.

The Upgrade Flow: 

Original Version

The Upgrade Flow: 

New Version

The Upgrade Flow: 

Helpful Hints

The Upgrade Flow: 

Simple Fixes

Oh, and one more thing...

In 2019, we also launched a new online store builder aimed at helping first time sellers with small inventories get up and running quickly.

Check out my example online store.