All posts by Kelly Hoffman

Design lead for WooCommerce.

Research ain’t clickbait

The purpose isn’t to shock and awe you. You may even guess what will happen next. Or at least, you won’t be surprised. This is okay! It doesn’t mean it was a waste of time. […]

Broken trust

Within a year or two of joining Automattic, I was part of a small team that was tasked to design and build an improved way of writing posts and pages on The deadline was […]

Why doesn’t my site look like the demo?

Every year at Automattic, we put down our day-to-day work and do customer support. No matter what position you are in. We all dive in. In my past five years here, I’ve heard more than […]

How to win viewers and influence them to keep coming back

You’re a small business owner. You created a website that showcases your services, provides contact information, and of course its regularly updated via your blog. You have been posting for a few months and have […]

Twenty minutes with your customers

WooCommerce is the most popular way to run a store on WordPress. Because of the nature of WordPress, we don’t have a way to see how people are using WooCommerce like we could if we […]

Little corners

“You loved September Issue? I didn’t know you were into fashion.” I’m not. I just love hearing stories and learning about things I don’t know much about. A documentary about the making of the September […]

All together now

The WooCommerce design team is five people strong. At any given time, we have at least that many projects in development. As you may guess, this means that all designers aren’t working together on a […]

A Store Story: From features to flows

Fairly recently, I went through a rough time at work. I was working on a project that seemed to go on forever with no end in sight. The scope kept growing, we designed for all […]

Should designers API?

There’s plenty of discussions on the internet about whether or not designers should code, but what about API’s? Hear me out. I’m going to tell you about a project I’m working on and how I […]