INDUSTRY:
eCommerce
COMPANY:
GoDaddy
ROLE:
Design Lead
DATE:
2020
SmartEngine, GoDaddy
Overview.
As part of GoDaddy’s push into eCommerce during the 2020 pandemic, I led design on SmartEngine — an AI-powered experience built into GoDaddy Commerce. The goal was to empower entrepreneurs with data-backed recommendations and automated tools to help them launch faster, sell smarter, and grow online — without needing deep technical or marketing expertise.
We designed a series of guided experiences that used real-time insights to recommend everything from product naming and pricing to visual merchandising and website setup. Features included an automated site builder, smart onboarding, product photo guidance, and a dynamic pricing tool — all stitched together through a clear, no-nonsense flow.
Challenge & Setup.
The opportunity came at a pivotal moment: with small business creation spiking due to COVID-19, GoDaddy needed to serve a new wave of entrepreneurs who were eager but inexperienced. Most users didn’t fail due to lack of motivation — they failed because they didn’t know where to start or what to do next.
We learned through research and extensive audits that users were overwhelmed by choice, uncertain about pricing strategy, and unsure how to present their products well. The platform had tools — but not clarity, confidence, or cohesion.
Shipped Features & Experiences.
The launch exceeded expectations across several key metrics and qualitative signals:
Sign-ups increased by 40% from marketing pages after rollout
Time-to-publish dropped from 30 days to just 10, helping users reach value faster
Tone and language updates — shifting from “guaranteed money” to “best chance at making money” — increased user trust and reduced drop-off
Contextual guidance helped users understand why certain actions were recommended, boosting engagement and perceived clarity
User feedback highlighted confidence and clarity, with many reporting they felt better equipped to manage their store
Fragmented tools were unified into a cohesive, guided flow that reduced friction and decision fatigue
