GoDaddy

Experience Design & SaaS Platforms | Principal Product Designer
GoDaddy

I led UX strategy and execution across GoDaddy’s core SaaS platforms, focusing on delivering scalable, user centered solutions for millions of business customers, from first time entrepreneurs to established online brands. My role spanned discovery to delivery, with a focus on driving adoption, retention, and product led growth.

Problem

Small business users needed simpler, more integrated tools to manage their brand and digital presence. Fragmented workflows, low design confidence, and disconnected experiences across GoDaddy’s ecosystem created friction and reduced engagement.

Solution

I spearheaded the design of GoDaddy Studio, a flagship brand building platform that unified content creation, publishing, and visual asset management into a single, intuitive experience. I also led key redesigns across Hosting, Domain, and Website Builder flows to improve conversions and reduce churn.

Key Outcomes

• +30% increase in daily active users within six months post launch of GoDaddy Studio
• +18 point NPS gain, driven by streamlined workflows and ease of use
• +50% boost in branded content creation, supporting business growth for everyday users
• 22% churn reduction in Website Builder onboarding through simplified setup and clearer guidance
• 14% increase in mobile conversion via redesigned domain purchase flows
• $50M+ annual recurring revenue supported by six major product launches across SaaS and mobile platforms

Challenges

• Fragmented workflows between branding, design, and publishing
• Non designers lacked confidence and clarity to create professional content
• Assets were disconnected from key GoDaddy products (websites, stores, marketing tools)

Approach

• User Research & Strategy: Conducted interviews, support analysis, and competitor audits to define personas and surface core pain points
• Workflow Design: Built template driven, guided flows for logo creation, social media posts, and marketing assets tailored to small businesses
• Platform Integration: Enabled seamless publishing to GoDaddy websites and social channels; introduced shared brand kits for ecosystem consistency
• Team Features: Added shared projects and collaboration tools to support agencies and business partners
• Rapid Prototyping & Validation: Ran iterative usability testing to refine key tasks and reduce creative friction

Cross Functional Leadership

• Aligned with Engineering on scalable architecture and delivery
• Partnered with Marketing to ensure product value was clearly communicated as speed, simplicity, and empowerment
• Worked with Product & Research to prioritize high impact features using behavioral and usage data

Impact

GoDaddy Studio became a cornerstone of the company’s brand experience offering, demonstrating the power of integrated, accessible design tools. This work helped position GoDaddy as more than a domain provider, empowering entrepreneurs to launch and grow their brands with confidence.