French Breakfast

GODADDY

​V1 Release International Business Email for Emerging Markets

 

Productivity Solutions for Small & Medium Businesses (SMBs) plus Mid-Market (MM) Customers

BACKGROUND

MVP Release of Cloud-based Inventory app for Restaurant sector

​​HotSchedules Cloud-based Inventory app provided Real-Time Data for On-Hand Inventory, Waste & Costs, Vendor Management, etc. Customers of this app were regional and large restaurant chains. End users primarily Restaurant Managers. App also included a component for Regional Managers.

HotSchedules derived its name from their original Scheduling app for Restaurant Workers. Since then, HotSchedules has strategically grown with the acquisition of various startups that had other enterprise apps serving the Restaurant sector. Thus, HotSchedules strategic goal being to offer a seamless end-to-end suite of enterprise apps for the Restaurant sector, from scheduling workers to regional managers, etc.

MVP Release was subsequently restricted Desktop/Tablet only, due to the complexity of the tables and features. Afterwards, certain features/tasks would be available on Mobile, that were conducive to a small mobile screen (i.e., Receiving Orders).

HIGH LEVEL TIMELINE
Condensed timeframe of just 4-months.
MAKE OF THE TEAM
Hands-on UX Design Manager, plus two UX Design consultants.
KEY GOAL
MVP Release of Inventory app for Restaurant sector.
MVP Release of Cloud-based Inventory app for Restaurant sector

​​HotSchedules Cloud-based Inventory app provided Real-Time Data for On-Hand Inventory, Waste & Costs, Vendor Management, etc. Customers of this app were regional and large restaurant chains. End users primarily Restaurant Managers. App also included a component for Regional Managers.

HotSchedules derived its name from their original Scheduling app for Restaurant Workers. Since then, HotSchedules has strategically grown with the acquisition of various startups that had other enterprise apps serving the Restaurant sector. Thus, HotSchedules strategic goal being to offer a seamless end-to-end suite of enterprise apps for the Restaurant sector, from scheduling workers to regional managers, etc.

MVP Release was subsequently restricted Desktop/Tablet only, due to the complexity of the tables and features. Afterwards, certain features/tasks would be available on Mobile, that were conducive to a small mobile screen (i.e., Receiving Orders).

HIGH LEVEL TIMELINE
Condensed timeframe of just 4-months.
MAKE OF THE TEAM
Hands-on UX Design Manager, plus two UX Design consultants.
KEY GOAL
MVP Release of Inventory app for Restaurant sector.

BACKGROUND

V1 Release International Business Email (Mobile only) for Emerging Markets.
 
Productivity Solutions for Small/Medium Business + Mid-Market Customers.

GoDaddy offers a variety of productivity solutions for Small & Medium Businesses (SMBs), plus Mid-Market (MM) Customers. Offerings range from IMAP and Office365 Exchange email, to cloud-based Office365 applications (i.e., Microsoft Word, Excel, PowerPoint, etc.), and Web Hosting.

I was scheduled to fill-in for a UX Designer/Architect who was going to be out on Maternity Leave. There was to be a 2-week orderly transition at the start. Those "best laid plans" went out-the-window when she had the baby 5-weeks early. No transition, I was plunged into a very active product launch--International Business Email for Emerging Markets! Fortunately, I quickly adapted (extensive experience to draw upon). Smooth sailing with the new product launch!

HIGH LEVEL TIMELINE
Five-months, fill-in for Designer out on Maternity Leave (had baby early); no transition, plunged into chaos. Quickly adapted!
MAKE OF THE TEAM
I was a Lead UX Architect serving 3 Product Managers: 1 in Sunnyvale, and 2 others + Engineering in Greater Phoenix (where GoDaddy is HQ).
KEY GOALS
V1 Release of International Business Email (Mobile only) for Emerging Markets.
 
Productivity Solutions for SMBs & MM Customers.

ICONS FOR EMAIL TYPES

 

I'd stared at the "Before" for easily 10-15 minutes, trying to determine which accounts were Office365 (Office + Email) and which were Office365 Office Only (no email). It wasn't until one of the Product Managers pointed out that the "Office Only" accounts had a long "dummy" email assigned to them. I thought, "We must do better than this!" Because otherwise, the only way for a user to know which accounts were which email types was to go into Settings for each and every account--a very cumbersome process.

In the "After" the user can easily see they have:

  • Business Email (green briefcase icon)

  • Office365 Email (red O365 icon)

  • Office365 / No Email (black O365 icon)

Sure, this example has only 3 email accounts, but what if there were 30 or more. Solve for the Edge Case Scenario, and everything else flows downstream.

Note: These are wireframes, not visual design comps. Visual designs at GoDaddy were done by dedicated Visual Designers.

MY ROLE

Lead UX Designer/Architect Consultant serving teams in Sunnyvale & Phoenix

 

Collaborated with 2 Product Managers in Phoenix and 1 in Sunnyvale regarding Business Requirements on separate initiatives.

 

Worked with Engineering Team in Phoenix. Also served as liaison between Engineering and "super creatives" (i.e., Visual Designers and Copywriters) for JIRA requests.

Occasionally traveled to Phoenix.

Majority of meetings were video-conference, because it was guaranteed there would be some meeting attendees in another city or state.

UPGRADES WITHIN O365

 

This rough sketch was the result of 1-on-1 brainstorming sessions between me and the Product Manager in Sunnyvale. He knew what the Business Goals were, but since it was so complex, better him and I brainstorm together to arrive at a starting point from which to iterate the designs from.
 

Encouraging current Office365 customers to upgrade to a higher O365 plan required a balance of:

  • Detailed information (top tabs)

  • Simple comparison (chart below)

 

Thus, we have the top tabbed section (detailed info) that dynamically corresponds to specific shaded rows in the comparison chart (simple comparison) below.

 

The shaded column is of their Current Plan. Thus the customer is able to easily see

  • What they have

  • What they could have

This is just 1 of the 4 screen variations. These wireframe sketches were later given a polished makeover by the Visual Designers.

Design Thinking + Business Acumen =

UNCOVERING INFORMATION GAPS

I refer to "information gaps" as missing information that prevents users from making informed decisions.

When a user went to setup a new email account:

  1. User selects Email Type

  2. User selects from their available domain names

 

However, the ONLY domain names that would display were those either:

  • Already assigned to that email type

  • Unassigned to any email type

 

Domains assigned to a different email type would not display. However, most Small Business Owners are too busy running their business to be aware of technical restrictions such as not being able to mix & match different email types on the same domain. Thus, they might panic at WHY some domains they own are missing & call Customer Service. Not good.

 

Recommended we show “ineligible domains” (the term we came up with) BELOW the action button, along with an explanation.

Small Business Owner: no panic (domains intact) + learns something new!

Product & Engineering LOVED IT!!!

Small effort by Design & Development = Big Impact for User! Win-win!

SETUP NEW EMAIL ACCOUNT

 

V1 International Business Email

for emerging markets (Mexico, Brazil, Turkey & India)

Before

  • No way of knowing which domains are assigned or unassigned?

  • No indication on WHY some domains they own are missing?

 

After

  • Clear distinction of assigned (icon) and unassigned domains (no icon).

  • Ineligible domains explained and displayed below action button.

 

In this example, user selected "Int'l Business Email" for email type. Thus, domains previously assigned to Int'l Business Email (green briefcase icon) appear, along with unassigned domains (no icon). Domains assigned to Office365 are "ineligible" and appear below action button.


​Small effort by Design and Engineering made a big impact for the user.

Note: These are wireframes, not visual design comps. Visual designs at GoDaddy were done by dedicated Visual Designers.

DESIGN PROCESS

The Design Process

Collaborated with Product Managers in Sunnyvale and Phoenix on Business Requirements for separate initiatives. Brainstormed with Product on solutions to complex problems. User Task Flows helped map out processes to complex issues. Being a small business owner myself was something extra I brought to the table, beyond my core UX expertise.

Wireframe screens exported to InVision for interactive prototypes for Product & Engineering--which allowed comments, subsequent revisions, and iterations.

Worked with Engineering in Phoenix and served as liaison between Engineering/Product and Visual/Copy for JIRA requests.

 

V1 Int’l Business Email for emerging markets (Mexico, Brazil, Turkey & India) was Mobile only (no Desktop or Tablet).

Other products were typically Mobile First, then Desktop/Tablet. In the case of complex products Desktop was first (to work out the issues) then translated into Mobile.

VOICE OF THE MAC USER

Email upgrades from IMAP to O365 Exchange

BETTER OUTREACH TO MAC USERS

 

Enticing small business Workspace (IMAP email) customers to Upgrade to Office365, proved challenging, despite the "Four Easy Steps" upgrade campaigns.

 

As a Mac user myself, I looked at this and thought, "This doesn't speak to me?" Rather, this speaks to:

  1. Windows users

  2. Outlook email client users

  3. Emails on the Web/Cloud only (vs. downloaded to their computer)

Any deviation from the above, and the "4 Easy Steps" upgrade process doesn't apply. User Testing verified this when ALL Mac users responded, “This doesn’t speak to me.”

 

GoDaddy is a Microsoft Partner. Therefore, I recommended offering links to Apple resources, including:

  1. Apple Chat Help

  2. Apple Phone Support

  3. Apple Certified Consultants (They are THE BEST! Make house calls and do things the Genius Bar can't/won't do.)

And let the customer decide what options might be right for them.

 

This way GoDaddy could put Mac customers "in good hands" with Mac-centric options that address their Apple-specific needs. And in doing so, achieve higher Upgrade rates from IMAP to Office365 by Mac users.

FINAL THOUGHTS

Wrap-up

​Despite the unplanned early start (vs. the planned orderly transition), the new product launch of V1 International Business Email for emerging markets (Mexico, Brazil, Turkey & India) went as scheduled--a success!


Great group of people to work with! Remote days were a nice perk, as were the catered lunches.

Despite outward appearances (i.e., pool tables, video games, polished concrete racetrack the perimeter of the office with Formula 1 pedal go-karts), behind-the-scenes, actual serious work gets done! The "playground" amenities were GREAT for those occasions when someone needed to bring their kid into the office (i.e., summer camp booked that day). Instead of fidgeting around, kids could go "blow off steam" riding the Formula 1 cars, then have lunch, then relax in the afternoon with their newly made "friends" playing video games or watching movies. Therefore, IF someone needed to bring their kid into the office--GoDaddy was THE BEST office to do so!

Beyond my core UX expertise, being a small business owner (and one of GoDaddy's target customers) was something extra that I brought to the table. Insights that us small business owners know firsthand--helped make for better product development.

 

CONTACT

Leopard Design, Inc.

MAILING ADDRESS

1547 Palos Verdes Mall #294

Walnut Creek, CA  94597-2228​

PHONE

(650) 259-8080

SATELLITE OFFICE

1534 Plaza Lane #111

Burlingame, CA  94010-3204​

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