Wix speeds up launch timelines and streamlines workflows with Asana

Wix header image
  • Wix logo
  • Locations
    • Headquartered in Tel Aviv with 19 offices across 10 countries
  • Reach
    • Over 180 million users across 190 countries

Asana impact

  • Launched new Editor X product globally and developed a new suite of marketing and support materials
  • Gave cross-functional teams the ability to collaborate on a project and work from the same information
  • Created efficiencies for the product team and developers when working through bugs and feature backlogs

Wix is known around the world for making it easy to build websites. And with its new Editor X platform, professional designers can take things up a notch with an advanced CSS editor and expanded business features.

In Wix’s Tel Aviv headquarters, Head of Marketing Operations Paula Ximena Mejia keeps the marketing teams, which make up 10% of the organization, running in sync so they can successfully execute on their strategy. Her team recently orchestrated the launch of Editor X across a dedicated team of marketers and designers as they pushed through massive cross-functional efforts for the launch, working closely with email, social media, PR, influencer, and video teams across the company.

Before the launch, each Wix team was using their own tool to manage their work—from spreadsheets and email threads to various work management tools. Information was siloed and teams wasted a lot of time on ‘work about work’ to keep everyone updated. As a result, they had trouble with:

  • Managing resources because priorities weren’t clear to all stakeholders

  • Understanding who—and which departments—were involved in a project

  • Giving stakeholders visibility into project status, milestones, and workloads

  • Moving quickly and mapping dependencies in spreadsheets; it was time-consuming, and version control was an issue

  • Providing leadership with an overview of what each team was working on and how projects were progressing

Wix needed a better cross-functional work management tool to streamline projects and connect teams. During this time, they also restructured the marketing department into newly created teams, called “verticals” internally, for different products and audiences to remain agile. These verticals are responsible for managing their own priorities and resources.

“Not having a centralized tool creates disorganisation. We didn’t know what everyone was working on unless we asked them, but then you only get an answer for that moment in time. Since things move so fast, we needed a place where everything lives so you can see the current status and what’s coming up.”- Paula Ximena Mejia, Head of Marketing Ops and Partnerships

The search for a platform with an easy UI

Paula knew something needed to change. She spoke with her team leads and they recognized the need for a platform that could provide instant status updates, clarity on deadlines, and accountability for collaborating teams. Upon trying Asana, the intuitive user interface and ability to add tasks to multiple projects made Paula confident it would be adopted across the marketing department and with their cross-functional partners.

But it wasn’t just Paula’s marketing team that would benefit. Product Manager Lior Lahav had been using Jira to manage development work for Editor X, but she needed more visibility and a way to loop in collaborators from other teams.

Lior had used Asana before, but like Paula, many of her direct and cross-functional team members hadn’t used a work management platform before. For this reason, they knew Asana’s straightforward UI would make it easy for teammates to get started.

“I love Asana's UI and UX. As a product manager, I think it's one of the most important aspects of a platform.”— Lior Lahav, Product Manager

Ramping up quickly with Asana

Paula began implementing Asana by moving spreadsheets into an Asana project in Boards layout. The team held short introductory sessions to demonstrate how to use a board and add tasks. The Asana team provided onsite training to ensure the team was set up for success. They provided guidelines for working in Asana at Wix, such as a request to use boards when kicking off a new project, and rollout was simple as that.

Teammates were invited to share feedback, which was channeled back to Asana—and over time, new Asana features allowed Wix to deepen and advance its use of the platform. For example, Lior held a workshop on how to save time with the Asana for Slack integration, which lets the team turn Slack messages into Asana tasks and comments, as well as receive and act on project updates without leaving Slack.

“We have a lot of work to do, so the main benefit of the Slack integration is efficiency. There's a lot of information and we're working to simplify that so the information in each platform is consistent. It's a big help.”— Lior Lahav

Photo of Wix offices in Dublin

Streamlining workflows and increasing visibility

Editor X was a new brand of its own, so all its marketing and customer support materials had to be built from scratch. It was all managed through Asana—from short guides and how-to videos to assets like landing pages, a microsite, and influencer promo videos.

The ability to closely track project status was crucial to a successful launch, and the daily deadline reminders helped keep things on track with so much happening in tandem. Polin Abuaf, the Marketing Operations Manager who led this launch, and her team were able to create accountability by assigning tasks to people and providing context via comments.

“All of our verticals at Wix currently have one source of truth–and it's Asana.”- Paula Ximena Mejia, Head of Marketing Ops and Partnerships

Meanwhile, Lior’s product team used Asana’s Boards view to manage the development process and prioritize work. Today they’re able to quickly see which bugs are being worked on, what the most important projects are, and what’s in code review. Product updates are managed in a roadmap through Asana, and teams use custom fields and sections to define each feature by quarter, priority, and where the feature request came from.

The teams use Asana for sprints, and individuals use the list views to prioritize their work, making delivery on backlog projects more efficient. Lior’s team is more effective at managing resources, and she’s seen improvement in product delivery speed.

With Asana, Wix teams no longer work in silos and there’s transparency across teams. They can all access the same information, improving communication and creating a single source of truth. Everyone knows exactly what’s expected of them and when it’s due. Asana is also an archive of past work and the teams can easily reference it to better plan upcoming projects.

What’s next for Wix and Editor X?

Paula’s team will continue managing the Editor X brand in Asana, while pushing for increased Asana adoption at Wix by making everyone more comfortable using the platform. Their goal is to use Asana as the foundation for every project—a repository for all information that lowers the barriers to information access across teams.

“We've been able to give all of these verticals, who are basically running small businesses, a way to manage their teams and resources, plus communicate with one another. It's been a win.”- Paula Ximena Mejia, Head of Marketing Ops and Partnerships

Wix has some ambitious product updates slated for this year, including Rich Text Enhancements and plans to update the website header, which involves teams across marketing–from web development to localization. The Asana roadmap for this includes an “inspiration” section, which collects feature requests and delightful ideas from Wix’s customers and employees—a worldwide community making Wix better, one Asana project at a time.