If you’ve been part of the WordPress community for a while, you’re likely familiar with OceanWP. This theme, known for its premium features offered for free, quickly gained traction among freelancers, agencies, and DIY site owners alike. Its creator, Nicolas Lecocq, took a step back from WordPress after selling the theme but has returned with a new perspective on product development, focusing on speed, user experience, and the integration of AI.
Under his new company, DigiHold, Nicolas has launched six WordPress products in less than a year, leveraging AI tools to accelerate his workflow. He emphasizes that when it comes to product creation, the focus should always be on solving real problems for users.
Nicolas’s journey began in 2012 when he created a personal blog about MMA sports. This endeavor introduced him to the flexibility of WordPress, and he quickly became engrossed in the platform. Lacking extensive resources at the time, he learned to code by tinkering with themes and studying existing code. His early freelance work involved making websites responsive, revealing the industry’s need for versatile solutions. This insight led to the inception of OceanWP—a theme designed to accommodate a variety of website types while maintaining a seamless workflow.
Originally intending to sell OceanWP as a premium theme, Nicolas pivoted after an unsuccessful attempt on ThemeForest. By releasing the theme for free, paired with a companion plugin called Ocean Extra, he unlocked a generous feature set for users at a time when most robust themes were paid. This strategic decision paid off. The theme grew from a side project to one of the most popular options available, increasing Nicolas’s income significantly.
From the success of OceanWP, Nicolas learned many lessons, particularly the importance of performance. He acknowledged that while a rich feature set is vital, it must not come at the cost of site speed. User feedback became a guiding principle for the ongoing development and improvement of OceanWP.
After a few years, Nicolas sold OceanWP to explore new ideas. Although his next venture, Olympus, aimed for a heightened focus on performance, external factors ultimately led him to step away from it. These challenges shaped his approach to partnerships—he now prioritizes cautious collaborations to ensure alignment on project goals.
Returning to WordPress development in 2024, Nicolas observed an increasing demand for eCommerce solutions. This inspired the creation of DigiHold, offering products like DigiCommerce for selling digital goods, DigiBlocks for Gutenberg blocks, and DigiFusion, a minimal theme with pro features. Each product was developed with a performance-first strategy, utilizing AI to enhance the coding process.
Nicolas has integrated AI capabilities into his products, allowing users to generate content directly in WordPress. He believes that as the way people search for information evolves, particularly through AI-driven tools, developers must adapt their approaches accordingly.
His product philosophy is rooted in solving real-world problems rather than following trends. By centering development around genuine user needs, Nicolas ensures that his offerings not only meet demands but also maintain high performance and user satisfaction. He encourages new developers to master core skills before integrating AI into their workflows, reinforcing the idea that AI should enhance, not replace, fundamental coding capabilities.
Ultimately, Nicolas’s journey highlights the essence of resilience and adaptability in the face of both successes and setbacks. Through leveraging AI and focusing on user-centered design, he is paving the way for the future of WordPress products while empowering customers to skillfully navigate the changing landscape of web development.
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