Wixel

THE CHALLENGE

Focusing on the content creator market, Wixel was designed as a no-code agentic platform for users to create content for everything from party invitations to videos and logos for their business. As the content lead, I wrote all content for five verticals, Forms, Events, Icons, PDFs and Docs.  

STRATEGY AND CRAFT

The Wixel voice shared many of the same core characteristics as the primary Wix voice. However, research showed that the target Wixel user wanted something a bit more lighthearted, leaning into the effortless nature of the AI agent model for content creation. By speaking with Aria, our AI agent, users could instantly generate images, invitations, and other designs just through conversational chat.

When crafting the content strategy, it was crucial to strike that balance. A voice that was confident and upbeat, yet carried enough natural authority to let users relax and genuinely enjoy the creative process.

PRODUCT IMPACT

Wixel continues to grow and is now available in over 190 countries world wide. Top use cases are image creation, logos and branding which puts the product in a great position for growth.

TAKEAWAYS

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Balancing prompt writing with traditional UX content poses its own unique challenges. Finding your product’s voice, such as with Aria, means fluidly working with AI outputs while striving to give the user the best possible experience. This comes down to writing scalable content for components that felt cohesive, no matter where the user was in the product.