GoDaddy Marketing Services
2022
Overview
We want to consolidate and create a more global approach to all Ad landers for marketing services so marketers across regions can utilize one page.
Currently, there are multiple variations for Ad landers for our marketing services. It is getting hard for marketers to share knowledge and measure success. We have way too many variations of our brand look and feel scattered across these Ad landers created by different markets.
My Role
I lead the design strategy for this project while partnering with the UX researcher, copy team, director of marketing, and product manager on content strategy. I worked with a visual designer and a production designer who helped contribute to brainstorming and creative production. In this case, we used existing modules and patters so get all the visuals approved and then synced with the dev team.
Oversaw all asset creation and hand over. Worked with dev on the review process and final publishing.
Project Timeline
Design kickoff to engineering handoff: 6 weeks
Audit of various ad landers
Product research and strategy
Below is a overview of how we tackled this as a team and created a content and design strategy based on the goal we are trying to achieve.
Content strategy
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The goal is to show how the product works and how it will help our customer.
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Show the user why they should start, buy or switch.
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Showcase the product with clear videos or demos.
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Introduce clear steps on how to start.
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Explain why they should choose us.
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Inspire them with moments of delights and interactions.
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Provide a clear path, clear visual hierarchy, and sub-nav.
Impact
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Reduced variations and replaced 4 ad landers with 1.
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Curated content in a way to get more services showcased in 1 ad lander across more than 20 markets.
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Reduced overall production and creative work by 70%. This helped reduce creative variations, production and final review process.
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Created a more global and streamlined process to be able to measure success and collect data.
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Create a lander that is up to date with brand look and feel and consistent with the GoDaddy brand.
Measure success
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Create user tests and preference tests for control against treatment.
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Based on learnings, make adjustments for A/B tests of control against treatment.
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If treatment wins, it’s a roll out.
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If control wins, we revisit content and ux research.