Case study - Automattic for Agencies
The platform for WordPress agencies
At Automattic, we built a platform to help agencies grow and to unite product partner programs. Agencies get deep discounts on hosting and products and access to multisite-management and sales tools. They succeed with WordPress and pass savings to their clients. I joined as one of three staff designers before launch. Today I lead the design effort.
Rapid iteration, limited resources
We needed a fresh experience that felt like WordPress. Users expect familiar patterns, but our roadmap moved at startup speed. We faced tight deadlines and shifting priorities across product, marketing and support. Brand consistency risked falling apart under rapid iteration.
Evolving with familiarity
To adjust to the fast environment, we leaned on WordPress design-system patterns to keep the UI familiar. We also influence new patterns, working with the System core team and teams across Automattic. On the brand side, I expanded Automattic’s logo into a visual system for the agencies sub-brand. We continue to evolve it as we produce collateral.
On the product design side, I introduced breadboarding sessions to align on features quickly. Stakeholders walk out of a breadboarding session, aligned and energized on where we’re going. This cut our design iterations and last minute unknowns in half. It’s also helped us sustain five-week release rhythms.
As Design Lead, I manage and mentor contractors so every screen and touchpoint feels like part of one platform, and so that we keep design velocity without losing on quality and impact.
Over 7,000 agencies joined
We’ve got a lot of exciting work ahead of us, but so far, over 7,000 agencies have signed up in our first year. We see strong double-digit growth. We iterate on product, program and brand daily. Our ecosystem goals are bold, and on track.