Made in Webflow

Situation

Made in Webflow existed as a public-facing directory before I joined, but it was largely underleveraged: inconsistently updated, not widely promoted, and not recognized internally as a strategic asset. The community was constantly building remarkable things, from polished client work to experimental components and half-formed ideas worth sharing, but the directory wasn't yet the destination it could be.

Challenge

Transform Made in Webflow from a passive listing into an active, living showcase that the community genuinely cared about, that reflected the full range of how people used the product — finished sites, components, experiments, and works in progress alike — and that Webflow could use as a proof-of-product channel internally and externally.

Action

• Took ownership of the directory and established a consistent curation practice: reviewing submissions daily and weekly, applying a clear editorial standard, and actively sourcing standout work from across the community rather than waiting for it to come in
• Championed Made in Webflow internally as a strategic asset, making the case across Marketing, Product, and Comms that the directory was one of the most credible proof-of-product channels available and building processes to keep it visible across teams
• Extended the directory into a participatory platform through Cloneable Projects: community-facing challenges built around specific Webflow features, seeding professionally designed starter projects that others could fork, remix, and build on top of
• Designed each Cloneable Project to be genuinely open-ended, welcoming fully completed sites, components, experiments, and works in progress, lowering the bar for participation while keeping the standard of featured work high
• Grew the directory to 10,000+ submissions, establishing Made in Webflow as the most comprehensive public showcase of work built with the platform