DomainTools UX Infrastructure
I redesigned the major site infrastructure at DomainTools.com (DomainTools LLC), an online subscription service offering a variety of data collection and analysis tools for domain names, targeted toward users in the legal, internet, and domain name industries.
The Domaintools.com website and tools were outdated in design and had very serious usability and customer acquisition/retention issues. At the same time, the business was moving from a single membership level model to a ‘freemium’ model with three paid membership levels.
My work consisted of finding and prioritizing problems with the DomainTools product offerings and redesigning those products as the sole UX/UI designer within the company. I conducted research on a product-by-product basis in the form of before-after log and performance analytics, customer calls, surveys, card sort activities and live walkthroughs.
My major redesign and from-scratch projects in my time at DomainTools included:
- Complete Information Architecture & Site Navigation
- Account Setup Funnel
- User Authentication & Password Retrieval Systems
- Account Management System
- Shopping Cart & Checkout Systems
- Inline Help and Accessible Knowledge Base
- Whois Search Results Page
- Registrant Search Report Product
- Live Auction Interface
- Domain Manager and Domain Manager Setup Wizard
- Style Guide
My efforts in each of these projects included research, concepting, interaction/behavioral design and visual/UI design.
Immediately below are a few sample documentation excerpts—you can see detailed design documentation with your provided password.
The results? Along with anecdotal praise from customers and vastly improved usability testing results, this work has been directly attributed to:
- A 4% increase in total new account creations
- A 11% increase in proportion of premium memberships to free memberships
- A 13% increase in recurring members actually paying to continue membership
- A 32% increase in the value of recurring memberships
Immediately below are a few screenshots from the project: