GoDaddy

GoCentral Digital Marketing Platform

Role

UX Designer
Interaction Designer
Visual Designer
UX Researcher

Tools

Sketch
After Effects
Indesign
Adobe Illustrator
Invision
UserTesting.com
Principle

Problem

GoDaddy had been experiencing a successful rise in site publishes in their site builder. The increased published rate surfaced two problems. For GoDaddy, once users published, they no longer engaged with the product. For small business owners, they weren't getting value out of their newly published sites.

GoDaddy needed a way to increase engagement and their small business owners needed a way to get value out of their newly published sites.

Hypothesis

If we allow small business owners digital marketing guidance and tools, then SMBs will increase their site engagement, resulting in increased renewals.

After looking deep at the wireframes and positioning it next to the problem, we realized we weren't getting closer to a solution. While creating a great dashboard that does a good job at positioning relevant information to small business owners, we weren't putting enough focus on providing the guidance small business owners needed to find value and improve their digital presence.

Understanding that sometimes the design process requires you to take a step back to move forward. We took a step back to understand the problem and kept what's best for small business owners in the forefront.

KPIs

  • Increase in GoCentral site engagement

  • Increase in GoCentral dashboard engagement

  • Increase in GoCentral renewals

  • Small business owners finding value in their digital presence

The Vision

GoCentral Marketing Assistant

Initial Results

Since the initial release of GoCentral Marketing, engagement with the dashboard has seen a huge spike and small business owners have signed up for 3 more marketing channels, with more guidance on the way. We are still monitoring traffic of small business owners and looking for opportunities to improve on the vision.

Shipped Experience

Based on our process and feedback from small business owners, Product Managers, Engineers, and Senior Leadership, we developed the vision for GoCentral Marketing. GoCentral Marketing will require phasing into. Starting with a MVP, we will look for moments for research and discovery with each produced iteration. The vision serves as a north star for our efforts going forward.

I can't show all of the vision, since a lot of it is still being developed. Below are some features that are already produced.