Sale mechanics and tooling for third-party app developers
The Wix App Market had no native sales infrastructure - developers couldn't run their own promotions, and Wix had no mechanism for market-wide sales events.
I led the end-to-end UX for a new sales framework covering different offer types: Wix-run market events, developer-initiated sales, along with existing coupon-based discounts. My scope included the sale-creation flow, the management interface, and the eligibility rules for each offer type.
What I Did
- Designed the end-to-end sale creation flow enabling developers to set up promotional sales on the Wix App Market
- Designed the sale management interface with clear differentiation between developer-initiated and Wix-hosted sale events
- Defined offer types, discount structures (10-95%), and eligibility rules across coupons, dev sales, and Wix-wide events
- Designed the UX for participating in Wix-wide sale events, including the app-facing plan and cycle selectors
Impact
The first Wix Sale (Nov-Dec 2024) had a significant portion of eligible apps join, with the majority choosing the maximum discount. It drove strong MoM increases in App Market visits, new subscriptions, and upgrade revenue. A notable share of upgrades came from users who engaged with sale assets.
Developer-run sales scaled rapidly after launch, with a growing number of apps running monthly promotions.
Pricing pages with a sale converted at a significantly higher rate than non-sale pages - a lift that held consistently across the vast majority of apps tested.
Process
Screens
Bottom line
The real design challenge was not the sale creation form, it was making three structurally different offer types feel like a coherent system to developers who just want to run a discount.