GoDaddy

Principal Product Designer, GoDaddy – Experience Design & SaaS Platforms

At GoDaddy, I led the design strategy and execution across multiple SaaS platforms and mobile experiences, delivering impactful, scalable solutions for millions of small to large business customers. My role spanned product discovery through delivery, ensuring every experience—from onboarding to brand building—aligned with user needs, business goals, and GoDaddy’s mission to empower everyday entrepreneurs.

I owned the end-to-end design of GoDaddy’s Hosting UI platform, built from the ground up to support a broad user base. I also delivered a fully responsive domain buying and selling flow, increasing mobile conversion rates by 14%, and redesigned the onboarding experience for the Website Builder, reducing churn by 22% through clearer guidance and faster time-to-value.

My cross-functional leadership across six major product launches helped generate over $50M in annual recurring revenue. I worked closely with PMs, engineers, marketers, and researchers to ensure alignment across design systems, content strategy, and business KPIs—balancing tactical delivery with a holistic product vision.

Case Study: GoDaddy Studio – Designing a Brand-Building Platform for Entrepreneurs

Overview
GoDaddy Studio was created to help entrepreneurs design, publish, and manage their visual brand assets in one place. I led the UX strategy and design of this flagship tool—reducing creative friction, improving integration across GoDaddy’s ecosystem, and enabling users to create content quickly and confidently.

Challenges

• Fragmented Workflows: Users lacked tools that integrated branding, design, and publishing in one place.
• Confidence Gaps: Non-designers needed guided workflows and templates to get started quickly.
• Inconsistent Ecosystem: Visual assets were disconnected from users’ websites, stores, and marketing tools.

Approach

• Research & Strategy: Conducted user interviews, competitor audits, and support analysis to define key personas and pain points.
• Workflow Design: Built guided, template-driven flows for social media, marketing assets, and logo creation—tailored to small business needs.
• Platform Integration: Enabled seamless publishing to GoDaddy websites and social channels; created a shared brand kit to ensure consistency.
• Team Collaboration: Introduced shared project features for users collaborating with agencies or internal teams.
• Prototyping & Validation: Ran continuous usability tests to refine UX and reduce friction in key tasks.

Cross-Functional Collaboration

• Worked with Engineering to refine feature feasibility and scale design delivery.
• Partnered with Marketing to align product messaging with user value: speed, simplicity, and empowerment.
• Collaborated with Product & Research to prioritize roadmap features that would deliver maximum impact based on behavioral data.

Impact

• +30% increase in daily active users within six months post-launch
• +18-point NPS gain, driven by ease of use, workflow clarity, and platform integration
• +50% increase in branded content creation within the first quarter
• +22% improvement in retention, attributed to seamless onboarding and ecosystem alignment

Conclusion
GoDaddy Studio became a cornerstone product for the brand, demonstrating how thoughtful UX strategy and deep ecosystem integration can drive both user empowerment and business success. This project solidified my belief in the power of design to unlock brand potential for everyday entrepreneurs at scale.