In a company of GoDaddy's size, driving a consistent UX mindset can be a challenge. GoDaddy's UX Director Josh Rossman describes the 4 UX pillars that keep GoDaddy design teams aligned on fundamentals, so they can solve problems in a way that aligns with company goals.

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UX Pillars
a guide for enterprise success

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Solving problems in an enterprise
environment can be challenging.
Team dynamics
Organizational structure
Narrow (product) focus
Driving significant overall value

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Demonstrate a shared mindset
with words and actions
Talking points work
Establish and enforce ‘a way’ of doing things (a brief, reqs)
Test things. A lot. It shows you’re customer-­focused
Be informed by data, or research, or both

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Inspiring ActionIndividualized IntegratedIntuitive
UX Pillars

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Intuitive
easy can be hard
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People are busy
You probably only have their partial attention, so design with that in mind.
“As complicated as this is, we need to make it easy.”
so get out of their way
Intuitive

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Use personas
there’s no reason not to
Not every user has the same needs, but a lot of them sure do.
Personas drive better conversations with stakeholders, and alignment across teams.
Intuitive

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Intuitive
Jason Anna Sharon

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This pillar ain’t easy
-­ Make smart assumptions
Use to set defaults that make sense.
-­ Do your research
Borrow common patterns users are familiar with.
-­ Make recommendations
It’s very likely they’ll take it.
-­ Break complex into small pieces?
Design ways to help users accomplish small wins along the way to a larger goal.
try these tactics
Intuitive

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Identify common tasks
build around their behavior
You can’t always force users to change, so get clever.
Intuitive

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Individualized
show them you care
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“Norm!”
…where everybody knows your name
For Norm: The beer gets poured the moment he walks into Cheers.
For LeBron: The baby powder is waiting at the scorer’s table before the game.
For Van Halen: No brown M&Ms in the green room.
Individualized

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The data footprint
Deliver value to your users by acknowledging their past.
don’t just collect it, use it
Individualized

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The data footprint
don’t just collect it, use it
-­ What did they click first?
Indicates original intent, then serve up relevant stuff next time.
-­ Other channel interactions
Can you associate this user to a call/chat history?
-­ Smart defaults
Based on prior behavior, or what they already own.
Individualized

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Inspiring Action
show the “why”
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Empathy helps
Your customers need a reason to care about your
product/service, so give them a reason.
tap into their emotions
Inspiring Action

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Appeal to their needs
things to try
-­ ‘Wow’ factor
Pretty pixels get noticed.
-­ Follow the trail
Log content clicked as an indicator of their interests.
-­ Usabilty testing
Get feedback early and often. Then, rinse and repeat.
Inspiring Action

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Integrated
be a dot connector
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Keep open lines of communication. Oversharing isn’t a bad thing.
Identify opportunities to leverage connection opportunities to other products and teams.
Think of logical feature pairing.
API-­based solutions.
Product breadth can lead to silos
so don’t let that happen
Integrated

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Don’t make things harder than they need to be.
Recognize ways to unify common patterns into shared components or libraries.
Use your influence and persuasion skills to “rally the troops” for the greater good.
Reusable, modular, scalable
build it really well, once
Integrated

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UX Pillars
effectiveness scorecard

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Inspiring ActionIndividualized IntegratedIntuitive
UX Pillars

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Questions?
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Thank you
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