GoDaddy Digital Contact Experience

August 2021 - January 2022

As a Design Lead at GoDaddy, I was responsible for the Digital Care experience, including our help center, chatbot messaging, and in-product help experiences. I also indirectly managed an additional designer in a player/coach mindset.

Problem

In 2022, the Digital Care team set out to reimagine how customers accessed help by shifting from a static, reactive model to a "guided" support experience. Customers often struggled to find relevant solutions quickly, leading to frustration, higher contact volumes, and inefficiencies across care operations.

The chatbot presented the most significant opportunity to deliver this new experience, but it faced key challenges:

  • Trust: Customers lacked a consistent, reliable entry point for high-quality guidance.

  • Efficiency: Digital Care needed to reduce effort and cost by routing customers to the most effective resolution path.

  • Insight: Product teams lacked meaningful, structured data on customer contact reasons, limiting their ability to address recurring issues

Defining the Foundation

I directed my design team to begin with a comparative assessment of chat experiences across the industry. Rather than only benchmarking against competitors, I pushed them to explore innovative patterns outside our space to expand our thinking. This analysis informed how we could make our experience consistent, less disruptive to product flows, and scalable across multiple business initiatives. I partnered with engineering leadership early to align on technical constraints and ensure feasibility before design exploration.

Driving Experimentation & Proactive Support

Recognizing that lack of visible support was a top NPS detractor, I hypothesized that proactive messaging could unlock significant improvements in customer satisfaction and revenue. I led cross-functional alignment with analytics and product teams to design and launch experiments in our India market, which was highly successful. For the following iterations, I guided the team toward a branded GoDaddy Guide experience, which not only outperformed the out-of-the-box version but also created a blueprint for new revenue streams through post-purchase guidance.We also expanded on using the component in other use cases that could result in self-help resolution, as well as how we could create an additional revenue stream and help customers choose the right product after purchasing a domain.

Personalizing the Welcome Experience

Through qualitative research, I identified customer expectations around chatbot interactions and the need to differentiate agent-assisted vs. self-guided support paths. I facilitated workshops and stakeholder interviews to refine requirements and avoid overwhelming customers with complexity. My leadership ensured alignment across teams and drove iterative design cycles, resulting in a streamlined, branded welcome experience that was both efficient and scalable across channels.

Scaling Toward a North Star Experience

As GoDaddy began defining its North Star experience, I recognized the opportunity to align our chatbot, proactive messaging, and welcome experiences into a cohesive, future-ready system. I set direction for the team to explore advanced capabilities (such as dark mode and evolved chiclet design) while ensuring our work could scale across the broader design system. This positioned our efforts not just as incremental improvements, but as a strategic foundation for GoDaddy’s long-term customer experience vision.

Impact

Our early experiments proved the value of proactive, guided support, driving a 46% increase in contact rates, a 4-point NPS lift, and clear signs of revenue growth. These results not only validated the strategy but also shaped the 2022 digital care roadmap, ensuring future investments aligned with customer needs.

For me, the initiative was also a moment of leadership growth. While I didn’t see the full experience launched, I was able to mentor a designer end-to-end, reinforcing my ability to grow talent while driving strategic outcomes. Perhaps most importantly, the work demonstrated the power of combining qualitative insight with rapid experimentation, building confidence in our choices and laying the foundation for a scalable North Star vision.