As the UX Writer for the Wix Mobile Apps team, I led a company-wide
initiative to ensure our upgrade messaging complied with Apple's
regulations. Collaborating with the legal department, we developed
content formulas to maintain compliance. I documented these
guidelines and shared them with all UX writers across Wix. I also
worked with the design team to architect a new premium screen,
giving every upgrade prompt a single compliant destination instead
of the package picker.
Splitting iOS and Android messaging didn't just keep us off Apple's
radar — it protected roughly $600,000/month in Android upgrade revenue
that would otherwise have been smothered by Apple's anti-steering rules.
Challenges
Ensuring upgrade messaging complied with Apple's strict App Store guidelines while still being persuasive and on-brand.
Translating legal requirements into clear, actionable writing guidelines that other UX writers could follow.
Designing a new premium screen experience that felt seamless within the existing Wix Mobile ecosystem.
Coordinating across multiple product teams and writers to ensure consistent implementation company-wide.
Responsibilities
Led a cross-company initiative to audit and rewrite upgrade messaging for Apple compliance.
Collaborated directly with the legal department to develop compliant content formulas.
Documented and distributed writing guidelines to all UX writers across Wix.
Partnered with the design team to create a new dedicated premium upgrade screen.
01
The Challenge: Apple Compliance
Apple's App Store guidelines place strict restrictions on how apps
can communicate paid upgrade flows. Messaging that implies pricing
or subscription terms — or steers users toward where they can
upgrade (like desktop) — can result in app rejection. My task was
to audit existing upgrade copy across the Wix mobile suite, make
the legal and revenue case to the standardization team, and
establish a framework for compliant, compelling messaging.
DeckStandardizing premium messages on iOSThe deck I presented to the standardization team to make the case for action — problem, external research (Spotify, SoundCloud, Netflix), goals, and proposed format options.Open ▾
02
Content Formulas & Writing Guidelines
Working alongside the legal team, I translated regulatory
requirements into a practical set of content formulas — reusable
patterns any UX writer could apply consistently across products.
The guidelines specify how to frame premium features, what
language to avoid (no "upgrade" as a verb, no pointing users to
desktop), and which CTAs are safe. They were integrated into
Wix's style guide and became the reference standard for the
entire UX writing team.
GuidelinesFinal iOS premium guidelinesThe Do / Don't tables, content formulas, and CTA hierarchy I wrote — adopted into Wix's company-wide style guide for mobile UX writers.Open ▾
03
A New Premium Screen
Beyond the copy fixes, I collaborated with the design team to
architect a dedicated premium screen — a single, compliant
destination where upgrade messaging could live. This removed the
need for scattered upgrade prompts throughout the app and created
a more cohesive, trustworthy experience for users considering a
paid plan. All upgrade pathways now funnel through this screen
rather than directly to the package picker.
