Simple Sites


Simple Sites

A website builder that Small Business Owners.

MY ROLE:  Lead Product Designer & Founder

WHAT I DID: Product Concept & Design, UX, IA, Visual Design & Branding, Platform Development (Up to MVP Launch) & Led a 16-Person Production Team Post MVP

In 2013, DIY website builders didn't do a great job speaking t̶o̶ with their audience.

Using technical jargon, and offering way too many options, the technology barrier was too intimidating for common business owner's. The platforms lacked utility by essentially offering only one feature, The Page Builder.

Having worked with a lot of small businesses, I've learned first hand their pain points and needs. So, I set out to break the barrier by standardizing how websites were created through the following methods below:


Selecting functional layouts based on intent


Every industry has a set of most commonly used layouts and modules. Use best practices to build a smart templating system by industry.


Quit giving creative tools to non-creative users 


Simplify the visual design process utilizing a visual, multiple choice approach that anyone can understand.


Auto generate website content based on industry


Create a successful text spinning formula that generates unique content with minimal errors.

The Brain Dump

Most of my projects start with an intense mind mapping session in which I rapidly jot every word, sentence, or idea that comes to mind. This prevents overthinking and allows me to organize phrases into buckets afterwards. It also spawns sketches and new ideas that I didn't think of and provides a lot of clarity on "what if" workflows. This led to competitor and user research in which I identified salons as the control group.

System Architecture

After refining the mind maps and user research, I started roughing out some system diagrams, wireframes, and visual designs. I started to realize that my setup was very similar to WordPress MU. So I decided to hack WordPress MU using my framework that layers over the ugly WordPress setup.

Normally, I would diagram the architecture after I finish workflows, but I did this in reverse with a more iterative process to see the capabilities of WordPress MU.


There were a lot of different scenarios in which needed to take place. Instead of remapping the WordPress processes, I only mapped the workflows that would require heavy customization. Below are some examples of the final workflows that I created as well as the visual design outcome.

User Gallery

Below are real customer websites that were built using the platform. Websites produced were created at different iterations, so there may be inconsistencies in the structure. I was testing optimal conversion rates between industries.

  • Won Best of the Valley: Web Marketing Firm Award (2016).
  • Successful Exit in 2016
  • Major Sponsor of The Grand Prix of Scottsdale
  • DBusiness Magazine Editor, RJ King Called The Platform, "The most intuitive website maker on the market!"