This project focuses on enhancing the marketing site’s UX and visual design, implementing a content strategy for improved conversion and support, and incorporating illustrative elements for visual appeal.
Content Strategy
QA
UX Director
Art Director
Approach
We parallel-pathed design and content strategy, envisioning the site around specific content needs for conversion, learning, and support. I worked with a third-party developer to lead VQA and accessibility review.
Key Takeaways
Showing domain purchase as part of a larger journey
We learned that many small business owners do not know what they’re actually getting when they purchase a domain — is it a website, too? Does it come with an email? Using the domain purchase as a starting point, the new Get Started section shows a linear journey of unlocking a domain’s potential, from finding a name, to making that name findable.
Surfacing product moments to encourage conversion
In addition to the heavy use of illustration, we also used product moments to spark inspiration. As a gateway to a richer domain search experience, we showcased the broad optionality of alternative domain endings to spark ideas.
Making learning scalable
Today, owning a domain is essential but the process can be surprisingly complex. The new Learn section is the first self-service help center with small business owners in mind. Topics reflect moments in the domain purchase journey, and articles aim to distill dense technical language.
Credits
Key design collaborators included UX Director Abby Bridges, and Creative Director Suzy Kim. I worked with Abby to define UX Strategy and wireframes, while Suzy brought the site to life visually using Material guidelines.