Newfold Digital — Shaping the future of web creation
Home to brands like web.com and Bluehost, Newfold Digital powers millions of small business websites worldwide. As Product Designer on the Site Editor — the company's flagship website builder — I lead experience design across the full product surface. Key work includes a ground-up restructure of the Form Builder panel to surface critical settings and reduce cognitive load, relocating Analytics from a deprecated dashboard into a dedicated Editor page, designing the Legal & Privacy settings architecture with dependent toggle logic, and establishing deprecated element states for gracefully sunsetting legacy components. Each project spans the full design cycle: system thinking, stakeholder alignment, and precise Figma execution.
Role:Product Designer
Contribution:UX architecture, Interaction design, Figma systems, Stakeholder alignment, Design-to-dev handoff
A flagship editor carrying years of accumulated complexity
[Placeholder — What was hard for Site Editor users? Buried settings, cognitive load, deprecated surfaces. 2–3 short paragraphs.]
System thinking, stakeholder alignment, precise execution
[Placeholder — How the work happened: audits, IA restructures, dependent toggle logic, alignment across brands.]
Surfacing what matters in the Site Editor
Less digging, more building
[Placeholder — Outcomes: adoption, reduced support load, stakeholder feedback, what you learned.]