Historically, Squarespace only offered one way to create a site: by picking a template and customizing it. Research showed that many users struggled with this path. They suffered from analysis paralysis in the template store, viewed templates as inflexible, and struggled to see themselves in the templates. They wanted a unique online presence, but didn’t see a path to realize their vision with our templates, leading them to abandon our flows.

So we introduced a new path: Blueprint, a guided experience that helps you build a custom website from scratch. After launch, metrics increased across the funnel—we saw increases in trial start rate, landing to trial, and trial to subscription.

I owned the product’s output experience, which involved collaborating with engineering on generating all the possible variations a user could create.