As our CMO, Tamara Niesen, It was mentioned in her postOur brand is a key asset to our business and the entire Woo ecosystem. It raises the bar for everyone who is building, innovating and powering WooCommerce stores that involve millions of buyers.
Our new brand represents our maturity and ambitions and, most importantly, the front door of our home is the first thing many see when visiting, returning or considering WooCommerce for their business. It sets the tone and desire for everything that follows.
Changing a brand that is as long as Woo is not an easy task, nor is it a light measure to take, but it is necessary for us to raise our voice and reflect our growth in the way we show ourselves. It’s a way to show that we are maturing, with businessmen, developers and partners, we believe our future is a platform for merchants who really want to own a store.
New brands are also a reflection of the market: As competition with SaaS becomes increasingly fierce, we need to increase brand awareness, connect directly with businessmen, and provide resources to help WordPress hosts continue to succeed. New brands achieve this by enhancing our value, increasing perceptions of Woo products and helping every host easily connect with customers.
As we begin the design process, our vision is to keep Woo’s spirit (the fun, happy nature of the logo and name), while creating a brand that can naturally extend across marketing and product. We need to feel mature, but don’t make the company mature. Playful, but not cartoonish.
The entire process was conducted by Woo’s in-house design team – in parallel with all the other work they did for our products and business. It was a heavy lifting, but the time and effort they put into this project is worth the effort.
Initially, our process involved multiple rounds of sketching. From trying to remake a voice bubble, trying business temporary (think labels, stickers), to the more textual representation we landed: the shopping cart. Even better, our names have been hiding since we started.
After looking at the references in the initial workshop, drawing and discussing the feeling of the new logo together, we decided to deal with the change from three different perspectives:
- renew: What if we keep most aspects of our current logo and focus on technical and visual improvements?
- upgrade: What if we choose one, more powerful element or concept and build it on it?
- Change: What if we keep the link on the concept to the current brand while completely changing the symbol?
After some rounds and internal review, we thought the first two points weren’t bold enough or brave enough – not worth the time and effort of our first brand update. When we settle in one direction, it’s time to iterate, perfect and perfect. At this stage, we met with community members about our product plans and showed them our new design.
In those conversations, I joined Beau Lebens, Woo’s artistic director, where we discussed not only our new brand, but our future plans for the product, community pain points, and the community’s needs and expectations for us to help them bring Woo to customers. Feedback has affected our brand guidelines, social elements, and many other aspects of the update – we will launch in the coming months.
These conversations help us to be confident in our approach and lead us to a wider voyeurism Woosesh’s new brand. Surprisingly, the logo was published online, Feedback we receive It is only possible to reiterate that we are on the right path.
Brand launch is a leap, but it is not the end of the road. Combining our design approaches together means building stronger products with more appropriate and finished UX, which is consistent, clear, and good for all businessmen on the platform.
Similar initiatives More coreThis is a newly released beta for analysis, as well as investments in Woopayments, themes, checkouts, shipping, order status, and more, and we have a lot of good updates that reflect our vision for WooCommerce products that are used by millions of people every day.
This focus also led us to re-examine the release process. We improved the test flakes, changed the way we extracted request comments, and revisited our release rhythm. WooCommerce is now updated every five weeks, each cycle only starts after the previous one is completed, allowing extended beta testing. If you want to learn more, core product manager James Kemp talks with Julia Amosova Do WOO podcasts.
A definition of design asserts that it is thinking about making the visuals, nothing is better than showing some of the designs we are cooking. These are made by our incredible designers at Automattic to explore the many ways new brands may emerge in our marketing and products.
A product I often see, the point of sale of WooCommerce, is under test and hopes to be accepted into the hands of the merchant soon. We look forward to better integrating the experience for those online and physical stores.
also, Order fulfillment It is scheduled to start in the second quarter of 2025 and has been a collaboration between Woo and the community. It addresses key points such as helping merchants understand which orders need action, adding tracking directly in WooCommerce, and keeping customers up to date on their orders.
Again, coming is a new series of WooCommerce-First themes that consider and build blocks.
These topics include the block checks we can convert the most, which are also getting updates designed to improve their conversion performance.
Business owners also need more and better data to run a store. Our order attribution Beta is the first step towards a more comprehensive analytics solution that is native to WooCommerce – 2025.
Among other things, we are looking at payments, reports, and much-needed improvements to Woo’s setup. We will share more information about our plans and designs as soon as possible. I look forward to hearing your thoughts here and in everything that is coming.
about
Daniel Nieuwenhuizen
Daniel Nieuwenhuizen is a designer with over 15 years of experience in branding and product design, engaged in consulting and working with high-growth private and public companies, with titles ranging from creative director to design leader. During his career, he has worked with high-profile brands such as Dre, Nike, Google and Shopify as well as well as well as well as well as well as well as well as well as well as well as well as well as well as well as well as famous startups such as Magic Leap. Daniel leads Woo’s design team, advises early founders and teaches UX at Miami Ad School. He lives and works in London, England.
