GoDaddy
Product Design
I was tasked with creating a tool for domain investors with a cross-registrar domain portfolio that enabled them to spend less time managing their portfolio across multiple domain marketplaces, offer direct acquisition opportunities, and issue resolutions across their entire portfolio.
KEY ROLES
DESIGN LEAD
Discovery
The Domain Tracker was proposed as an evolution of the Backorders and Monitoring experience – giving users a holistic view of their entire domain portfolio regardless of registrar, the power to track any domain’s activity, and backorder desired domains. As powerful as these features are, the Backordering and Monitoring page was nearly indiscoverable and even if users managed to find it, it’s outdated branding and UI appeared more so as a phishing attempt rather than a legitimate GoDaddy product.
Step 1.
Internal Research
To kick things off, I researched the Backorder and Monitoring page’s information architecture and task flows, aiming to understand the two key features of value: Backorder & Monitor
Step 2.
Ideation Workshop
Now that I understood the function of Backordering and Monitoring provides for users, I facilitated an ideation workshop involving design, devs, and product management stakeholders with an aim to align on an initial MVP vision.
After synthesizing the workshop results into a game plan, we established the MVP scope and compiled a list of key features and jobs to be done.
01
View a comprehensive table of their entire domain portfolio, regardless of registrar.
03
Edit contact details for a single domain or in bulk.
02
Add to tracker, stop tracking, and register domains.
Results & Outcome
One of the challenges for this project presented was dev resources, and due to the unstable economy at the time, frequent roadmap reprioritization. These challenges led to constant re-scoping of the Tracker experience and ultimately reduced the MVP to two core functions: Adding domains to Tracker and Upgrading domains to Backorder.
Although the MVP had reduced functionality, the final product provided a massive upgrade to the UI, usability, and discoverability when compared to the current Backorder and Monitoring experience.