From Granny to Evgeny: Building Data-Driven Product at Wix
Host: Eyal David · Guest: Betty Antebi · About the host
In this episode
- Ownership and communication are the core of product management — driving a team 'without stripes on your shoulders' and constantly communicating why we're doing what we're doing.
- The sheer volume of data and the ability to run fast A/B tests make Wix a rare school for product — within two weeks you know whether a move moved the needle, unlike the SaaS/enterprise world where it's hard to measure direct success.
- Winning solutions are born from connecting creativity to a business goal: Content Injection in the Editor was built even before ChatGPT, against a young OpenAI model, to shorten Time to Premium by solving the content-writing problem for DIY users.
- Merging ADI into the Classic Editor (Editor 2) required a long A/B-testing process so as not to hurt premiums and collections — and in hindsight it was the right call, because it simplified development to a single editor and raised velocity.
- Managing a remote team — especially during a war (an R&D team in Ukraine) — requires active investment in informal communication: virtual coffee chats, listening, open Slack channels, and shared celebrations like demos and team games.
- A strategic choice of an open approach (DIY, partners, enterprise, developers) over locking in the user — 'from granny to Evgeny' — because each type of user has a different need.
Listen to this episode
Episode Description
Bati Antebi is a highly experienced product person who spent almost six years at Wix — from the Editor group, through Analytics, to App Market (which she moved to five days before the recording). In the conversation she breaks down what data-driven product means at a company with over 230 million users, how fast A/B tests change the product game, and how you build AI-based features like Content Injection and Switch Layout. Along the way she lays out her journey — from the army and SAP, through Retalix and Bidalgo (which was sold to IronSource), to Wix — and distills the skills she believes make a good product manager: ownership, communication, and the curiosity to know why you're doing what you're doing.
Full transcript with speakers and timestamps
Selected quotes
“Wix is really the best school for product management.”
“Every fucking thing you do costs tons of money, because it touches, meets tons of users.”
“Constantly ask yourself why you're doing what you're doing, and for whom you're doing it. Because if you can't answer these two questions, it's not certain that it's valid.”
Questions & answers
What does Wix's Analytics department do?
Wix Analytics is a product that gives the site owner insights about their visitors — where they come from, what their top selling item is, which funnel they go through and where they drop off — plus a benchmark against the industry by business category, using a data-science model that finds similar sites. Instead of just showing a drop in sales, the product aims to recommend what to do to move forward.
What is Content Injection and why was it built?
An early GenAI feature in the Editor that injects tailored text in place of the generic 'I'm a paragraph.' It was built to solve a real problem — writing content for DIY users is hard, and it lengthened the time to premium. The team connected to a young OpenAI model even before the ChatGPT boom, started small, and expanded to injecting sections and whole sites.
What is Switch Layout?
A feature that lets the user swap, in one click, the layout of a section that broke after editing. Behind the scenes, data-science and computer-vision models run that identify the content and image type (square/landscape, text in the image), preserve the relationship between entities (image-title-button of the same item), and prevent glitches like cutting off a head in an image.
Why is Wix considered a good school for product management?
Because of the amount of data and the ability to measure impact fast. With over 230 million users you can run an A/B test on every move and see within two weeks what it moved — fast feedback that forces you back to the drawing board to redefine, unlike the enterprise world where contracts renew once a year and it's hard to measure direct success.
Which skills does Bati think are most important for a product manager?
Ownership — holding the responsibility even when you're not the team's direct manager; strong communication and empathy — listening to users, to development, and to other groups; openness to different solutions and to others' ideas (R&D, UX); a basic technical understanding of how things work on the inside; and the curiosity to always know why and for whom you're doing what you're doing.
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