LukeChmilenko.com: Custom WordPress Design & Build

A custom publishing platform built to support how readers discover, follow, and invest in Luke’s work.

Role

Design, UX, Development

Platform

WordPress

Timeline

May 2025 - Jul 2025

Link

lukechmilenko.com External link

Overview

Custom WordPress Publishing Platform for a LitRPG Author

Luke Chmilenko’s growing catalog of series, serialized content, and subscription offerings required more than a visual update. The platform needed to function as a structured publishing system—supporting long-form reading, commerce, and paid access within a cohesive WordPress architecture.

This rebuild aligned UX research, content modeling, and performance-focused development to create a scalable foundation for continued growth.

The Challenge

Build a publishing platform that supports discovery, reading, and commerce in one system

Structured for Growth

Build a scalable WordPress framework that supports expanding series, recurring content, and evolving product offerings.

Reader-Centered Experience

Design navigation, reading, and purchase flows around how users discover, consume, and return to long-form fiction.

Integrated Commerce & Access

Unify book sales, subscriptions, and account management into a cohesive, low-friction system.

PROCESS

Strategy & UX Planning

Focused on how readers discover, navigate, and convert before any design work began.

  • Analyzed GA4 and session recordings to identify entry points, behavior patterns, and drop-offs
  • Audited content structure across books, serials, and gated content
  • Mapped user journeys across reading, purchasing, and subscriptions
  • Defined sitemap, templates, and system architecture upfront

The goal was to design a publishing system that supports rapid content growth while maintaining clarity across all user flows.

GA4 traffic density and user flow evaluation

Sitemap/function flow planning

Microsoft Clarity click tracking (heatmap)

PROCESS

Platform Architecture

Built a custom WordPress theme with a systems-first approach to content, commerce, and access.

  • Implemented ACF-driven flexible content for scalable page composition
  • Structured serial publishing with template-driven navigation
  • Integrated WooCommerce and MemberPress with custom logic and overrides
  • Separated marketing, reading, and account experiences

This foundation enables efficient publishing while maintaining consistency across all touchpoints.

Custom ACF fields for all primary content

Content modeling for clarity of relationships

FEATURE

Publishing & Reader Experience

Designed a structured reading environment optimized for long-form engagement.

  • Introduced serial and chapter templates with consistent navigation
  • Enabled volume switching and logical chapter ordering
  • Added light/dark modes and adjustable typography
  • Integrated subscription-aware content gating

The result is a repeatable publishing workflow paired with a reader-first experience.

Serial index with volume selection

Single chapter view

FEATURE

E-Commerce Integration

Unified purchasing and subscription systems within the platform.

  • Supported variable products and bundled formats
  • Implemented AJAX cart interactions and streamlined checkout flows
  • Customized WooCommerce states to match operational workflows
  • Integrated branded paywalls and contextual product enhancements

These systems reduce friction while maintaining continuity between reading and purchasing.

WooCommerce product page

WooCommerce side cart

My Account view

FEATURE

Operational Automation & Performance

Reduced administrative overhead while maintaining performance at scale.

  • Automated weekly digests for comments and form activity
  • Hardened comment systems with anti-spam protections
  • Added custom account controls for subscriber preferences
  • Optimized asset loading and caching strategies

The platform supports growth without increasing operational complexity.

DESIGN

Visual Style & Final Execution

Established a visual system aligned with genre expectations and long-form usability.

  • Designed a modern, genre-appropriate aesthetic
  • Optimized typography for extended reading sessions
  • Maintained clear hierarchy across books, series, and chapters
  • Used restrained motion and color to support, not distract from, the content

The overall goal was to achieve consistency across all current and future content.

Books page

Subscription page

Home book slider

Compendium content index

Footer news and CTA

Device Screens

Home Page Books Index Page

POST-LAUNCH

UX Testing and User Feedback

Validated and refined the platform through real user feedback within the first 6 months post-launch

  • Conducted curated user testing scenarios with readers
  • Collected feedback through polls, forms, and community outreach
  • Analyzed behavior to refine discovery, onboarding, and purchase flows

These insights informed iterative improvements, aligning the platform more closely with reader expectations.

Curated scenario recording sessions (qual)

Anonymous website polling (quant)

Direct link feedback form for social/email audience (qual/quant)

Userbrain testing panel (qual)

Closing Thoughts

This project reflects a full-spectrum approach to platform design: strategy, UX, development, and ongoing optimization.

  • Scope-driven planning and UX-led decision making
  • Fully custom WordPress architecture tailored to the author
  • Integrated systems for publishing, subscriptions, and commerce
  • Continuous optimization through post-launch testing and iteration

What would I have done different if I had to do it again?

  • Earlier qualitative testing would have further strengthened the initial release, though this was addressed through a comprehensive testing initiative post-launch.