Wix Legends
2025 | Research, UX & UI Design, end-to-end flows, interface design.
I joined the newly formed Wix Legends team,an experimental AI initiative
exploring how people might interact with AI avatars online.
The vision behind Wix Legends was to create AI-powered avatars that could represent real people, hold conversations on their behalf, and eventually act as an extension of their business online.
The project combined generative AI, avatar creation, voice, video, and conversational experiences into a completely new type of product within the Wix ecosystem.
My role focused on designing key parts of the avatar creation experience across several major phases of the product evolution.
Phase 1:
Standalone AI Video & Avatar Creation
Challenge & Exploration
The first direction explored by the team was a standalone app within the Wix App Market focused on AI-generated video creation. Users could record a video of themselves, from which both the avatar and voice were generated automatically.
One of the main challenges was making advanced AI capabilities feel approachable and easy to use within the familiar Wix ecosystem. The product introduced a very different type of experience compared to traditional Wix tools, and the onboarding needed to feel lightweight and intuitive despite the complexity happening behind the scenes.
I explored how to simplify the recording flow, reduce friction during setup, and guide users through unfamiliar AI concepts without overwhelming them.
The Solution
I designed a guided creation flow that broke the experience into simple and manageable steps. The UI focused on clarity and reducing cognitive load, helping users feel comfortable creating AI-generated versions of themselves.
Phase 2 :
Full AI Avatar Platform
Challenge & Exploration
As the vision expanded, the standalone direction evolved into a broader AI avatar platform designed to help business owners create intelligent avatars that could interact with users on their behalf.
At the same time, the team grew rapidly. What started as a small exploratory team became a much larger group, with multiple designers working on different parts of the experience in parallel.
One of the biggest challenges was creating a coherent product experience across many separate flows and surfaces. While each designer owned a different area, the product still needed to feel unified, emotionally connected, and consistent throughout.
My role continued to focus on the voice and video creation experience within the larger avatar setup flow.
Getting Started with Avatar Creation
Preparing Users for Recording
Users record themselves while reading a guided script used to generate their avatar
Voice Recording Experience
Voice Management & Customization
The Solution
I designed flows that gradually guided users through avatar setup while making the experience feel personal and conversational rather than technical.
The experience combined video, voice, and AI-generated content into a single creation journey focused on simplicity and emotional engagement.