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GoDaddy Websites & Stores Mobile Marquee

2021

Overview

The GoDaddy Websites & Stores page used two different images across markets and had a terrible mobile experience. The objective was to enhance the mobile experience while considering scalability and global reach. Meanwhile, marketers wanted to see an increased GCR of 3% and look for ways to improve the experience without updates to the messaging, since it had previously demonstrated strong performance in testing.

My role

As the lead UX designer, I worked on the module design which involved research, building, pressure testing, testing accessibility, and partnering with the development team, project manager, and marketers. 

Project timeline

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Design kickoff to engineering handoff: 6 weeks

Observations

  • The GoDaddy Websites & Stores page is using two different images across markets. Do we really need that?

  • There are multiple languages of varied lengths we have to accomodate for. This creates awkward spaces between copy and imagery or image overlapping with header copy and so on.

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We wanted to make changes by using trying a new module, which allows us to have a fixed image area, auto adjusting its height based on content and thus copy never overlaps with visual. This allows the copy to expand as necessary for different languages.


  • The image isn't telling much of a story and seems vague, also not in sync with latest brand and design library. 

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Exploration and testing

  • As an integral part of a solution addressing various challenges, I developed a revised marquee module. We tested into the new design and component.

  • Created an intuitive component capable of expanding based on content, thus accommodating globalizations with diverse languages and lengths effectively.

  • I developed a design intended to be more engaging, capable of narrating a compelling story.

  • Addressing the issue of false bottom, we aimed to enhance scroll-through rates.

  • Lastly, we tackled issues related to image and copy overlap, ensuring a seamless user experience.

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Impact and success

  • The intuitiveness solves the problem for all the lengthy languages like German and Spanish or Thai

  • It performed better than the device shot version so we rolled out with this being the winner, in all markets

  • Removing the false bottom feel of the previous design, increased the scroll through rate 

  • GCR improved by 4.2% overall

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