The Website Builder, Marketing & Commerce Platform
GoDaddy's largest launch and rebrand since inception in 1997

ROLE: Executive Design Leadership Team
            Lead UX for GoCentral (key start-up area)           
            Head of Design Culture & Innovation

LEADERSHIP & DESIGN CHALLENGES

• Navigation broken
• Too much complexity
• Low quality visuals & product
• Lack of consistency
• Inability to scale website templates
  
• Operational inefficiency
• Unclear value props

WHAT I DID

1. ​Spearheaded design & launch of a completely new line of business: the website builder, marketing & commerce platforms.
2. Invented the GoDaddy Insight experience with custom action plans for businesses to grow their customer base and understand the competition.
3. Drove thought leadership & execution across product & brand to reshape value propositions and design solutions.
4. Negotiated for design system resources and created a meta-design system to scale website template creation & reduce cost.
5. Invented a new customer success architecture to help businesses know what to do, be everywhere and build relationships.
6. Connected research, design, product, marketing to create a seamless customer experience.

IMPACT WITHIN 12 MONTHS
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• Top 3 website-marketing-commerce platform globally
  
  
• Customers using Websites + Marketing saw an average increase of 18% in business revenue.

I drove execution for the team building these new products and platforms. Post launch I lead the Culture and Innovation Initiatives across the 100+ person design team for the $12B company. Key areas of execution & influence:

• Thought Leadership: Owned the culture & innovation initiatives for 100+ person design, research, and brand teams (+exec level thought leadership, vision and design).
• Product Expansion: Managed design team driving new products & revenue streams (B2C web builder, social marketing, online stores).
• Stakeholder Management: Negotiated for design system resources to create a meta-design system to increase quality and speed.
• Customer-Centered Innovation: Developed a new information architecture radically streamlining the experience & improving ease-of-use.

GoDaddy Websites & Marketing

GoDaddy's vision is to "Radically shift the global economy to life-fulfilling entrepreneurial ventures" and the mission statement is to "Empower entrepreneurs everywhere, making opportunity more inclusive for all."

To achieve these goals, GoDaddy needed to go beyond domain registration as a product offering. They needed a solution that would let people create your own modern, professional website with no technical knowledge with expert knowledge to help them launch and grow their businesses.

WHAT I DID TO DRIVE INNOVATION, STAKEHOLDER BUY-IN & EXECUTION 

• Defined personalized paths for businesses to get online, grow brand awareness & increase ROI.
• Invented a completely new set of business-objective-focused guidance for presence, monetization & engagement.
• Streamlined visual language to simplify user experience & increase consistency across end-to-end user journey.
• Spearheaded creation of meta design system with shared components for themes.
• Launched UX with clear pathways for fast adoption, support & progressive engagement.

VIEW CURRENT PRODUCT >>

VIEW PRODUCT LAUNCH >>

WEBSITES, COMMERCE & MARKETING CONCEPT CAR

I spearheaded the vision for the user experience creating an early-stage concept car to drive approval for the direction and build alignment across teams.