I started my research by looking at the how Wix markets ADI and how it set user expectations before they even began interacting with the product. Using terms such as "stunning and unique" seems questionable, given that in order for something to be unique, it would need to be unlike anything else— and leads users to believe that customization is possible.

Based on the short answers from the survey, I created an affinity map of the users' experience and focused on the largest issue that was causing frustration in the users. Through this exercise, I was able to identify that while users generally liked the simple modern aesthetic, there were UI features that complicated the interface such as tool bar windows popping up inside the workspace. Some users also found personalization to be very limited and difficult to achieve, which ultimately led to users abandoning ADI and the entire platform.

To further identify where the missing links were in communication, I conducted a gap analysis of the current process Wix has in place when a user first creates a new ADI website. This process helped identify the following issues: