GoDaddy Social Composer:
Scaling Content Creation Through Better UX
What I did
In this project, I redesigned GoDaddy's social composer to help users create polished, on-brand content with ease by bringing GoDaddy Studio tools directly into their workflow.
- Redesigned the end-to-end social composer workflow, improving both content creation and publishing experiences
- Simplified content creation by surfacing lightweight Studio tools within the existing UI and enabling branded content creation in-context
- Conducted user testing and iterative experimentation to validate design decisions and optimize the workflow around different user intents
- Partnered closely with the GoDaddy Studio team to align tooling, workflows, and publishing behaviors across experiences
Why it matters
This work made it easier for small business owners to create, customize, and publish branded social content within a single workflow.
The redesigned experience increased post creation and image usage—demonstrating the impact of aligning the workflow more closely with real user behavior.
Tools I used
Figma
UserTesting
Confluence/Jira
Fullstory
Role
Sr. UX Designer, GoDaddy
Driving the Process
A high-level view of my end-to-end design process, from early discovery and synthesis through testing and experimentation. It reflects an iterative approach grounded in continuous learning, feedback, and close collaboration, which helped me stay aligned with cross-functional partners, like the GoDaddy Studio and Design Systems teams.
Two Products, One Workflow
GoDaddy offers two key tools to support small businesses who are looking to market their business online, a social composer within its Digital Marketing product, and GoDaddy Studio, a more advanced content creation tool with customizable templates and branding capabilities. While both aim to help users create and publish content, they exist as separate experiences—creating friction in what should be a seamless workflow.
Problem Statement
Users looking to create branded content were often pushed out of the social composer and into the more complex Studio web app. This disrupted their flow, introduced unnecessary complexity, and made it harder to quickly create and publish cohesive, on-brand content.
Understanding User Intent
Using FullStory behavioral data alongside deep product knowledge, I analyzed how users navigated into and through the social composer. This surfaced clear behavioral patterns, which I distilled into 3 core user intents. Framing the experience this way revealed key friction points and directly informed more intentional, user-aligned design decisions.
Easily and quickly create my own post idea
View (and edit) a suggested post idea
Refine and schedule before publishing
These intents reflect how users actually create content, helping align the UX with their natural workflow.
Shaping the Experience
Early Explorations
I explored how Studio tools could live directly within the composer through low-fidelity wireframes and early workflow concepts. I shared these explorations with stakeholders, including the GoDaddy Studio team, to gather feedback and align on direction.
Refinement + Alignment
I collaborated with the Design Systems team to refine a new composer pattern that aligned with GoDaddy's existing UX principles while supporting more flexible content creation workflows.
Testable Solutions
I developed high-fidelity desktop and mobile explorations and partnered with the Design Systems team to ensure alignment across platforms. This work culminated in two testable flows: compose and preview/scheduling.
Validating the direction
To validate the redesigned composer experience, I conducted unmoderated prototype testing focused on two key workflows: content creation and post preview/scheduling. The goal was to understand whether users could confidently create branded content and customize their posts across platforms.
What we wanted to learn
Main Goals
- Did users understand the value of the new Studio tools?
- Did the redesigned preview step improve clarity and confidence before publishing?
Other Goals
- Could users successfully customize content per platform?
- Which editing tools felt most valuable?
- Where did users hesitate or become confused?
What we tested
Tested compose + preview workflows
Included platform-specific editing tasks
Compose Step
Preview Step
Platform-specific edit tools
How we tested
Unmoderated click-through prototype test with 10 small business owners
Step 1: Compose
I began by testing the compose experience to understand whether users found the new studio tools intuitive, valuable, and easy to incorporate into their content creation workflow.
Test participants immediately understood the value of creating branded content directly within the composer, validating the decision to integrate Studio tools into the workflow.
Most valuable tools
Participants gravitated toward branding and resizing tools, validating the importance of supporting lightweight cross-platform customization directly within the composer experience. This info helped inform which features to prioritize building first.
Clarifying free assets
Users occasionally hesitated around stock imagery, unsure whether the assets were free to use. This insight led to a simple but impactful content update: changing the label from 'Stock Photos' to 'Free Stock Photos.'
Step 2: Preview
Next, we tested the redesigned preview experience to evaluate whether users understood how to both preview and customize their post content across platforms before publishing.
The ability to preview posts across multiple formats in one place quickly stood out as a highlight, helping participants feel confident about how their content would look before publishing.
What stood out
The ability to preview multiple post formats in one place consistently stood out as a "wow" moment. Participants quickly understood how their content would appear across platforms, making the publishing process feel more predictable and trustworthy.
Making customization more obvious
Our test results revealed that participants did not immediately understand what the pencil icon would do in this context. To improve clarity, we replaced the icon-only treatment with a descriptive action label.
Final Experience
The final experience evolved existing interfaces to better meet user needs and brought lightweight creation tools directly into the workflow, making it easier for users to create, preview, and customize branded content without leaving the composer.
Compose Step Before
Compose Step After
From a basic text-entry experience
to an integrated branded content workflow
Preview Step Before
Preview Step After
From a long, scroll-heavy scheduling flow
to an interactive multi-platform preview experience
Designing for User Intents
The behavioral patterns identified early in the project continued to shape the experience after launch. Post-launch data reinforced that users entered the composer with different levels of intent—some wanted to quickly execute their own idea, while others preferred to begin with inspiration. To better support these behaviors, we introduced a faster path into content creation by surfacing suggested posts directly within the preview step.
Fast-tracking inspiration-led users directly into suggested post ideas via the preview step resulted in a 24% increase in post creation.
Company Impact
Across two releases, the redesigned composer evolved from a lightweight content creation enhancement into a more adaptive publishing workflow. Each iteration built on behavioral insights gathered throughout the project.
Release 1
Integrating Creation Tools into the Composer
+62%
Increase in image usage
(including studio templates)
+5%
Overall post creation
Embedding lightweight design tools directly into the composer encouraged richer branded content creation without disrupting existing workflows.
Release 2
Designing for Different User Intents
52%
Post creation conversion
Up from 32.8% pre-rollout
75%
Platform connection rate
Up from 20% pre-rollout
The redesigned preview & publishing experience encouraged more users to connect their social accounts directly within the workflow.
GoDaddy Social Composer:
Scaling Content Creation Through Better UX
What I did
In this project, I redesigned GoDaddy's social composer to help users create polished, on-brand content with ease by bringing GoDaddy Studio tools directly into their workflow.
- Redesigned the end-to-end social composer workflow, improving both content creation and publishing experiences
- Simplified content creation by surfacing lightweight Studio tools within the existing UI and enabling branded content creation in-context
- Conducted user testing and iterative experimentation to validate design decisions and optimize the workflow around different user intents
- Partnered closely with the GoDaddy Studio team to align tooling, workflows, and publishing behaviors across experiences
Why it matters
This work made it easier for small business owners to create, customize, and publish branded social content within a single workflow.
The redesigned experience increased post creation and image usage—demonstrating the impact of aligning the workflow more closely with real user behavior.
Tools I used
Figma
UserTesting
Confluence/Jira
Fullstory
Role
Sr. UX Designer, GoDaddy
Driving the Process
A high-level view of my end-to-end design process, from early discovery and synthesis through testing and experimentation. It reflects an iterative approach grounded in continuous learning, feedback, and close collaboration, which helped me stay aligned with cross-functional partners, like the GoDaddy Studio and Design Systems teams.
Two Products, One Workflow
GoDaddy offers two key tools to support small businesses who are looking to market their business online, a social composer within its Digital Marketing product, and GoDaddy Studio, a more advanced content creation tool with customizable templates and branding capabilities. While both aim to help users create and publish content, they exist as separate experiences—creating friction in what should be a seamless workflow.
Problem Statement
Users looking to create branded content were often pushed out of the social composer and into the more complex Studio web app. This disrupted their flow, introduced unnecessary complexity, and made it harder to quickly create and publish cohesive, on-brand content.
Understanding User Intent
Using FullStory behavioral data alongside deep product knowledge, I analyzed how users navigated into and through the social composer. This surfaced clear behavioral patterns, which I distilled into 3 core user intents. Framing the experience this way revealed key friction points and directly informed more intentional, user-aligned design decisions.
Easily and quickly create my own post idea
View (and edit) a suggested post idea
Refine and schedule before publishing
These intents reflect how users actually create content, helping align the UX with their natural workflow.
Shaping the Experience
Early Explorations
I explored how Studio tools could live directly within the composer through low-fidelity wireframes and early workflow concepts. I shared these explorations with stakeholders, including the GoDaddy Studio team, to gather feedback and align on direction.
Refinement + Alignment
I collaborated with the Design Systems team to refine a new composer pattern that aligned with GoDaddy's existing UX principles while supporting more flexible content creation workflows.
Testable Solutions
I developed high-fidelity desktop and mobile explorations and partnered with the Design Systems team to ensure alignment across platforms. This work culminated in two testable flows: compose and preview/scheduling.
Validating the direction
To validate the redesigned composer experience, I conducted unmoderated prototype testing focused on two key workflows: content creation and post preview/scheduling. The goal was to understand whether users could confidently create branded content and customize their posts across platforms.
What we wanted to learn
Main Goals
- Did users understand the value of the new Studio tools?
- Did the redesigned preview step improve clarity and confidence before publishing?
Other Goals
- Could users successfully customize content per platform?
- Which editing tools felt most valuable?
- Where did users hesitate or become confused?
What we tested
Tested compose + preview workflows
Included platform-specific editing tasks
Compose Step
Preview Step
Platform-specific edit tools
How we tested
Unmoderated click-through prototype test with 10 small business owners
Step 1: Compose
I began by testing the compose experience to understand whether users found the new studio tools intuitive, valuable, and easy to incorporate into their content creation workflow.
Test participants immediately understood the value of creating branded content directly within the composer, validating the decision to integrate Studio tools into the workflow.
Most valuable tools
Participants gravitated toward branding and resizing tools, validating the importance of supporting lightweight cross-platform customization directly within the composer experience. This info helped inform which features to prioritize building first.
Clarifying free assets
Users occasionally hesitated around stock imagery, unsure whether the assets were free to use. This insight led to a simple but impactful content update: changing the label from 'Stock Photos' to 'Free Stock Photos.'
Step 2: Preview
Next, we tested the redesigned preview experience to evaluate whether users understood how to both preview and customize their post content across platforms before publishing.
The ability to preview posts across multiple formats in one place quickly stood out as a highlight, helping participants feel confident about how their content would look before publishing.
What stood out
The ability to preview multiple post formats in one place consistently stood out as a "wow" moment. Participants quickly understood how their content would appear across platforms, making the publishing process feel more predictable and trustworthy.
Making customization more obvious
Our test results revealed that participants did not immediately understand what the pencil icon would do in this context. To improve clarity, we replaced the icon-only treatment with a descriptive action label.
Final Experience
The final experience evolved existing interfaces to better meet user needs and brought lightweight creation tools directly into the workflow, making it easier for users to create, preview, and customize branded content without leaving the composer.
Compose Step Before
Compose Step After
From a basic text-entry experience
to an integrated branded content workflow
Preview Step Before
Preview Step After
From a long, scroll-heavy scheduling flow
to an interactive multi-platform preview experience
Designing for User Intents
The behavioral patterns identified early in the project continued to shape the experience after launch. Post-launch data reinforced that users entered the composer with different levels of intent—some wanted to quickly execute their own idea, while others preferred to begin with inspiration. To better support these behaviors, we introduced a faster path into content creation by surfacing suggested posts directly within the preview step.
Fast-tracking inspiration-led users directly into suggested post ideas via the preview step resulted in a 24% increase in post creation.
Company Impact
Across two releases, the redesigned composer evolved from a lightweight content creation enhancement into a more adaptive publishing workflow. Each iteration built on behavioral insights gathered throughout the project.
Release 1
Integrating Creation Tools into the Composer
+62%
Increase in image usage
(including studio templates)
+5%
Overall post creation
Embedding lightweight design tools directly into the composer encouraged richer branded content creation without disrupting existing workflows.
Release 2
Designing for Different User Intents
52%
Post creation conversion
Up from 32.8% pre-rollout
75%
Platform connection rate
Up from 20% pre-rollout
The redesigned preview & publishing experience encouraged more users to connect their social accounts directly within the workflow.