GoDaddy
Experience Design & SaaS Platforms | Principal Product Designer
GoDaddy
I led UX strategy and execution for GoDaddy’s core SaaS platforms, designing scalable, user centered solutions for millions of business customers, from first time entrepreneurs to established online brands. My work spanned end to end delivery, with a focus on driving product adoption, increasing retention, and enabling product led growth.
Problem
Small business users needed streamlined, integrated tools to manage their brand and digital presence. Fragmented workflows, inconsistent UX, and low design confidence across GoDaddy’s ecosystem created friction, leading to reduced engagement and slower customer growth.
Solution
I led the design of GoDaddy Studio, a flagship brand building platform that unified content creation, publishing, and asset management into one streamlined experience. In parallel, I drove key UX improvements across Hosting, Domains, and Website Builder flows, boosting conversion rates and reducing customer churn.
Key Outcomes
- +30% increase in daily active users within six months of launching GoDaddy Studio
- +18 point NPS gain, driven by streamlined workflows and improved ease of use
- 50% boost in branded content creation, empowering small businesses to grow their digital presence
- 22% reduction in churn during Website Builder onboarding through simplified setup and clearer guidance
- 14% increase in mobile conversion following redesign of the domain purchase flow
- $50M+ in annual recurring revenue supported by six major product launches across SaaS and mobile platforms
Challenges
- Fragmented workflows between branding, content creation, and publishing slowed user progress
- Low design confidence among non-designers made it difficult to produce professional, on brand content
- Disconnected assets across websites, stores, and marketing tools reduced efficiency and limited product integration
Approach
- User Research & Strategy: Conducted interviews, support analysis, and competitive audits to define key personas and uncover core pain points
- Workflow Design: Created template driven, guided experiences for logo creation, social posts, and marketing assets tailored to small business needs
- Platform Integration: Enabled seamless publishing to GoDaddy websites and social channels; introduced shared brand kits for ecosystem wide consistency
- Team Features: Designed shared projects and collaboration tools to support agencies and multi user business teams
- Rapid Prototyping & Validation: Led iterative usability testing to refine critical tasks, reduce friction, and accelerate product confidence
Cross Functional Leadership
- Engineering Partnership – Aligned on scalable architecture and delivery to support rapid iteration and long term growth
- Marketing Collaboration – Ensured product value was clearly communicated around themes of speed, simplicity, and user empowerment
- Product & Research Alignment – Used behavioral and usage data to prioritize high impact features and guide strategic roadmap decisions
Impact
GoDaddy Studio became a core pillar of the company’s brand experience strategy, showcasing the value of integrated, accessible design tools. This work helped reposition GoDaddy from a domain provider to a full service platform, empowering entrepreneurs to confidently build and grow their brands.
