overview
900dpi was a lightweight CMS that allows designers and developers to build editable, static websites using just HTML and CSS, with seamless Dropbox syncing. Users can mark HTML elements as “editable,” enabling clients to manage site content without touching code.
Role: Lead Product Designer
Team: Worked closely with developers Aaron Larner, Adam Perkins, and Josh Thomas
Launch: September 2013, with iterative improvements post-launch
Team: Worked closely with developers Aaron Larner, Adam Perkins, and Josh Thomas
Launch: September 2013, with iterative improvements post-launch
PROBLEM
Most CMS platforms like WordPress and Drupal were overbuilt for simple websites and confusing for non-technical clients. Designers needed a lightweight alternative that offered ease of implementation, while their clients needed a way to make updates without fear of breaking anything.
Design Challenge: Create a dual-experience product—efficient for technical users, and intuitive for non-technical clients.
research & DISCOVERY
To assess product-market fit, I:
• Conducted interviews and surveys with freelance designers and small dev teams
• Ran a competitive analysis of CMS platforms
• Discovered an underserved market for lightweight, cloud-based CMS tools optimized for static sites
KEY INSIGHTS
• Technical users preferred traditional dashboard controls
• Non-technical users found CMS dashboards overwhelming and confusing
• Most client mistakes came from interacting with a backend disconnected from the site’s visual structure
PRODUCT STRATEGY
• I designed two distinct UX flows for our two user groups:
• For Designers/Developers: A structured dashboard experience with tools to manage site files and assign editable regions for clients.
• For Clients: A simplified WYSIWYG interface that eliminated the dashboard entirely. Clients could edit content directly on the live site by clicking editable elements.
VISUAL DESIGN
• To reduce intimidation and create a sense of delight:
• Developed a vibrant, friendly visual identity
• Created a playful mascot, Webster, to inject personality and make the tool feel approachable
• Used a bright, clean color palette and a friendly UI style
Style Tile for 900dpi
Mascot
900dpi Mascot
Variation of Mascot for Marketing
Variation of Mascot for Marketing
wireframes
ITERATION & USABILITY TESTING
After launch, we noticed user drop-off between signup and site creation. I ran usability tests to identify friction points:
Findings:
• Users were unclear about setup steps
• Navigation was inconsistent
• The WYSIWYG editor’s controls were hard to find and understand
Improvements:
• Redesigned dashboard to prioritize key actions and added a guided onboarding walkthrough
• Separated account settings (global) and site settings (project-specific) with a clearer toolbar structure
• Improved the WYSIWYG editor’s navigation, making it more visible and context-aware
IMPACT
• Increased successful site setups post-redesign
• Reduced client support requests related to content editing
• Positive feedback from designers who appreciated the balance between control and simplicity
REFLECTION
This project taught me the importance of designing for multiple user types within a single product and validating assumptions through testing. It also reinforced the value of clear UX hierarchy, onboarding, and visual delight in driving adoption.