Have an inside look at how GoDaddy is transitioning it's user experience from a product driven sales company to focusing on customers and their journeys. See our UX methodology, experience design framework and creative outputs of how we've got there.

1. ©2015 GoDaddy Operating Company, LLC. All rightsreserved.
UX PIVOT
THE ART OF A
OUR STORY OF TRANSFORMATION

2. SO GODADDY…

4. TO RADICALLY SHIFT THE GLOBAL
ECONOMY TOWARDS SMALL BUSINESS
BY EMPOWERING PEOPLE TO EASILY START,
CONFIDENTLY GROW AND SUCCESSFULLY
RUN THEIR OWN VENTURES.

6. SO HOW DID
WE START?
WE STRIPPED IT CLEAN

7. 100.0% 100.0%
90.0%
100.0%
60.0% 60.0%
100.0%
80.0%
100.0%
Domain availability Find WordPress Find cart Sign In/Create Acct Change country Change currency Find support Find Office365 Find domain from landing
page
Successful Modified Success Unsuccessful
THE IMPACT OF CHANGE

8. BARTON F. GRAF
GODADDY REBRAND
JULY 17 2014

11. THEY FEEL MISUNDERSTOOD
NO ONE IS
RELEVANTLY
TALKING TO THEM
THEY WANT TO GET
ONLINE BUT FIND
IT FRUSTRATING
17% of SBOs say their #1 frustration of
B2B advertising is that they don’t
understand my business.
Cargo & Toluna: B-Side Marketing Project: US Study 2013
11% don’t know where to start
7% are overwhelmed
27% don’t have time
42% don’t have the money
Huzzah Media: “How Do You Find Customers”, April 2014

12. THEY ARE
DREAM
HALLMARK
TECHNORPORATE
GENERIC SUCCESSES
WANNABE PARTNER
WE ARE
JUNGLE
HONESTY & HUMOR
ROCK-N-ROLL
DAILY TRIUMPHS
Q TO THEIR BOND
TERRITORY
VOICE
BEHAVIOR
CELEBRATING
CHARACTER

14. BOLDUNEXPECTED
GRITTY
HONEST
LIVELY
OUR BRAND IS

15. COLOR
ICONSBRAND SHAPE CALL-OUTS
ILLUSTRATIONTYPOGRAPHY

16. COLOR
ICONSTYPOGRAPHY CALL-OUTS
ILLUSTRATIONLOGO

21. AND THAT’S ABOUT IT…

23. BRAND
& TONE
UX
PILLARS

24. UX PILLARS
ALIGNING OUR ECOSYSTEM
INTUITIVE INDIVIDUALIZED
INSPIRING
ACTION
INTEGRATED

26. EMOTIONAL FUNCTIONAL

30. RESPONSIVE
PATTERN LIBRARY

31. INTERNATIONAL
FOOTPRINT
37 COUNTRIES, 15
LANGUAGES, HELLO!

32. GLOBAL ECOMMERCE REDESIGN
400+ PAGES, 37 COUNTRIES, 6 MONTHS, HOLY CRAP!
GLOBAL
ECOMMERCE
DESIGN
400+ PAGES, 6 MONTHS,
AGILE, #SWEAT

33. MYACCOUNT
WHAT I OWN WITH BETTER
INTERACTION,YES PLEASE.

34. MOBILE FIRST
EXPERIENCES CRAFTED
FOR THUMBS.

35. TAILORED
FINDING SOLUTIONS
THAT FIT WITH
BUSINESS NEEDS.

36. THE PRO
ONE LOGIN TO MANAGE
ALL YOUR CLIENTS.

37. THE IMPACTS
DREAM
HALLMARK
TECHORPORATE
GENERIC SUCCESSES
WANNABE PARTNER
BIG TIME CHANGE
261 LAUNCHES GLOBAL NPS :)
AGILE SPRINTS SHOWCASED
OUR COMMITMENT TO
IMPROVING OUR CUSTOMER
EXPERIENCE.
IMPLEMENTATION OF
GLOBAL CMS & CSS DROVE
EFFECICENCY AND
CONSISTENCY ACROSS
MARKETS.
IMPLEMENTING AND
TRACKING HOW OUR
CUSTOMERS FEEL ABOUT
OUR EXPEREINCES HAS
BEEN PRICELESS.

38. NOW LET’S
GET INTO UX
NITTY
GRITTY

39. PERSONAS
KNOW THE CUSTOMER.

40. JOURNEY MAP
WALK IN THEIR SHOES.

41. MIND MAP
DEFINE THE
IMPORTANT STUFF.

43. RUTHLESSLY
PRIORITIZE
THE MVP

44. A NEW WAY
TO WORK
RAPID, RESPONSIVE.
CUSTOMER-FIRST.

45. CENTRALIZED,
MARKED-UP,
SYNCED
INVISION

46. DEEP
INTERACTIVITY
AXURE

47. QUICK & NIMBLE
SKETCH

48. THE DAY-TO-DAY
SLACK

49. RINSE & REPEAT
PROTOTYPES TO DEV /
PROTOTYPES FOR
UPCOMING FEATURES

50. VETTED BRAND PLATFORM
CREATE THE UX ECOSYSTEM & STYLEGUIDE
CUSTOMER FIRST TOUCHPOINTS
BE QUICK AND NIMBLE
KEY TAKE AWAYS

51. WHAT’S NEXT?

52. THANK YOU