EasyWP is a managed WordPress hosting product by Namecheap Cloud. It’s designed from the ground up to be affordable and easy to use for the rest of us.
When I joined in February 2017, EasyWP was still in its infancy. I was the first designer on the team and the main goal was to improve the design for a beta release in 3 months.
Since then, EasyWP has become the fastest growing product at Namecheap, with the best lifetime value, customer satisfaction and renewal rate, with close to 100K active subscriptions in 4 years.
In the latter years, as Head of Cloud Design, I led the design of Cloud products together with a talented team of designers, product managers, and engineers.
2017
First thing: we audited the existing product, clarified our strategy and reviewed our positioning. I was responsible for redesigning the product, the marketing pages and the brand.
We were designing for novice and beginner users of WordPress - people likely to have no experience setting up a hosting environment or creating a website.
The goal was to build a simple and friendly interface that felt intuitive. As we were disrupting on price, we opted to use common interaction patterns from popular apps, so EasyWP felt instantly familiar.
We released our first design three months after joining the team.
2018
As we evolved our understanding of the product, it was time to systematise our work. The MVP was developed on top of Material Design framework and it proved to be difficult to maintain and scale.
Based on the first iteration, I developed a new design system called Coral, in close collaboration with the front-end engineer. This was an opportunity to optimise our interface for accessibility, usability and delight.
In 2018, we also worked on features like subscription management, multiple website support, files and database access.
2019
We implemented a new referral initiative, started supporting domains from other providers and continued refining our dashboard interface.
We created a new illustration system together with the in-house art team. We defined a modular and flexible system that would better communicate the EasyWP brand across all the ads, newsletters, landing pages, videos and product.