Omer Gartzman is a product manager at Wix, which produces an HTML5 website builder. He discusses Wix's transition from using Flash to building fully HTML5 sites. Some key points discussed include the capabilities and advantages of both Flash and HTML5, how Wix evaluated which technology to use by considering its target users and business goals, and the challenges of maintaining compatibility while continuously improving features. Wix now has over 1 million HTML5 websites and 1 million new users per month due to its focus on creating stunning website designs and supporting business success.

1. Omer Gartzman, Product Manager

3. Omer Gartzman
Background - developer, mostly client
Currently - PM @
HTML5 website builder Product Manager
3

4.  HTML5 - what is all it about?
 HTML5 or Flash
 Wix case study - From Flash to HTML5
 Product Manager Challenges and Successes
4

5.  Very “techy”, “Old” Internet
 www.w3c.org.il as geocities
 Many buzzword since –
Javascript, Ajax, jQuery
5

6.  It has a logo!
 It is a multimedia platform used to add
animation, video (Wikipedia)
 Flash is leading in Graphic quality, Graphic
abilities.
 Flash is leading in hardware integration
6

7.  It is not about <header> or <canvas>
 What is it about?
◦ CSS3, animations, transitions
◦ Geolocation
◦ SVG / Canvas
◦ Responsive design
◦ Mobile ready
7

8.  It has a logo!
 It is about Branding.
 It doesn’t matter if the embedded video use Flash
or <video> tag.
 HTML5 Customer perceived value
8

9.  We still see Flash around.
 24 of the top 25 Facebook games are built
using Flash technology...
9

10.  Capabilities
 Designers still use it
 Compatibility - develop once
 HTML- develop and test on every browser
10

11.  HTML5, CSS effects and filters
 Cooperate with Apple, showing all they new
technology on iOS.
 Adobe develop to future browsers!
Adobe CSS Filters http://www.adobe.com/devnet/html5/articles/css-shaders.html
11

12.  Do not look at technology –
look at your business!
12

13. © Martin Eriksson
http://mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/
13

14.  Website – Commercial / informational.
 Web application - HTML5
 an online in-browser game – Flash
◦ Shaker
◦ Zinga
 Online editor...?
14

15.  movie or presentation -
powtoon.com
 3D scene -
www.homestyler.com
 Web site builder ... ?
15

16. 16

17.  Cutting edge product aimed for Innovators?
Go for HTML5 !
Some editors do not work on IE at all…
 moqups.com on IE9:
17

18.  Lets say I want to build a website for Buick..
18

19. Buick buyers
by age
In 2011, 40% of all buyers were aged 55 years or older
http://blog.polk.com/blog/blog-posts-by-tom-libby/buick-goes-against-trend-and-attracts-younger-buyers
19

20. http://www.liveintent.com/browser-usage-by-age-who-uses-what/
20

21.  No wonder, the home page is
www.buick.com/ flash.html
21

22.  Are you prepared to give up the Laggards?
 Maybe you build an application for a Laggard
enterprise, who uses IE6? (21% in China... *)
* www.ie6countdown.com
22

23. Stagnation
Growth
Decline
Revenue
Time
23

24.  Flash:
◦ Shorter TTM
◦ product horizon closer
 HTML5:
◦ might be harder
◦ lower compatible user base
◦ Promising future
 When in doubt, I will choose HTML5
24

25. 25

26.  check your target market browser distribution
 add features in the future
 take care of your base
 IE9 is still here, and IE10 transition will take time
26

27.  Site vs. Native App dilemma
 Mobile site serves other functions
27

28.  Dedicated mobile version
- large scale web application
- commercial site
- User interaction
 Your site is your mobile site
- blog
- small scale website
- non-functional site
28

29.  Wix product
 Wix editor output
 Wix customers
 Wix market
 Business horizon - we build a platform!
 Time to market - critical
29

30.  Started in 2006, first beta 2008
 People love it
 People pay for it
www.phxdanceacademy.com
www.projectmagicaustralia.com
www.undiscoveredhiphopradio.com
30

31. Analyze various parameters
Check the strength and weaknesses
Wix is best for creating a stunning website
31

32.  The Goal – Enable the user to express himself
32

33.  You look around to see what happens
34

34.  Deliver on time  Which layout to support?
 Stunning websites  How many colors?
 Browser support  How many font styles?
 How many gallery types?
35

35.  Header/Page/Footer
 Fixed width
 Limited but flexible stylesheet
36

36.  Text styles
 Color scheme
 One click to browse new designs for your site
37

37.  Full screen background
 Dynamic page height
 3rd party apps integration
38

38.  Galleries
 Image frames
 Boxes and lines
 Social elements
 Basic apps – maps, contact form
39

39. Template =
Layout + Style + Content

40.  Recently launched
 Integrating 3rd party application into Wix
HTML5 websites
 Developer center
41

41.  building an application for website?
 Expose your app to 27M Wix users
42

42. 43

43.  Ok, I had a good starting point
Riding on the shoulders of flash giants
 50 Templates
 Continuous effort to improve
44

44.  Usability testing had no impact on the release
Actual develop in
Idea / Real
short
feature design content cycles
Feedback
A/B tests
Continuous Prioritization
45

45.  Product core capabilities
 eCommerce
 Wix App Market
 More languages
 More content
46

46.  Your product (mostly) isn't stand alone
Internal products
Billing
HTML5 Website
Builder
Marketing funnel Support
Company website Back office
47

47.  Millions of users
 Millions of sites
 Offer new capabilities while maintaining
backward compatibility
 A/B test each new feature
48

48.  Know your users
 Know your product
 Don't be afraid to go to the offensive
 Get defensive when needed
49

49.  Success = Business success
 Success ≠ Superior technology
 Success ≠ State of the art platform…
50

50.  More than 1 Million HTML5 websites
 1 Million new users each month
 Stunning websites
 Big players starting to use Wix HTML5 sites
51

51.  Ok, ok, stunning websites, and what about the investors ?
 Conversion
 Churn
 User Value
52

52. Omer Gartzman
omerg@wix.com
 www.linkedin.com/in/omergartzman
See full presentation at html5fest.wix.com/site
53