Improving GoDaddy's UX using FullStory
Drew upon user behavior data from FullStory to help create a better user experience for GoDaddy customers.
What I did
I spearheaded the adoption of Fullstory within my team and used it as a way to discover and improve gaps in GoDaddy's existing User Experience (UX). I hosted bi-weekly 'watch parties' that helped drive a better understanding of the user's behavior and resulted in meaningful improvements to GoDaddy's UX.
Stepping beyond the typical scope of my role, I FullStory to analyze user behavior and help my team see beyond metrics and into the real experiences of users.
Tools I used
FullStory
Figma
Confluence
WHAT IS FULLSTORY?
Fullstory is a digital experience intelligence platform that provides tools for analyzing user behavior, identifying UX friction points, and optimizing digital experiences. Fullstory essentially captures and replays user sessions, allowing teams to see exactly what users are doing and where they might be encountering issues.
How it worked
Each 45-minute 'watch party' started with a quick check-in on the user journey the team wanted to explore, and afterwards we built a FullStory funnel for that journey together and watched the user sessions. As a team, we observed user behavior, noted our discoveries, and I categorized them for us. The timeline below shows how this meeting structure kept things focused, engaging, and actionable.
Leading the Sessions
During the watch parties, I shared my screen and encouraged an open, conversational atmosphere—more like watching a show together than a formal review. I also created short, how-to videos so teammates could confidently navigate FullStory on their own, even after the meeting ended.
Afterward, I documented and categorized the insights we uncovered and spent time partnering with stakeholders, both on my own team and across other teams, to coordinate fixes and UX reinvestments. Insights captured from these sessions resulted in targeted UX fixes and UI refinements that made our experience more intuitive for GoDaddy users.
Company Impact
The process I led didn't just reveal UX problems, it created a clear pathway for how to address them. By facilitating a shared space to observe user behavior, document insights, and design solutions, our team improved both the usability (UX) and visual polish (UI) of our product. My approachable leadership style helped make the sessions engaging, giving a voice to the user while building lasting team engagement and cross-functional buy-in. I also designed the process to scale, using approachable documentation, how-to resources, and a repeatable session format that made it easy for other GoDaddy teams to reinvest into their own product's UX.
Refining the Process
Over time, the sessions increased the team's confidence and proficiency with Fullstory, so we no longer needed to create user journey flows together (1). As we observed recurring user behaviors, ideas for how we might improve or experiment on the user experience came up organically, leading me to create a dedicated category for experiment ideas and log them in a separate document to help inform future A/B tests (2). We also identified patterns that couldn't be addressed by simple code changes and required more design investment, I assigned these tasks to myself instead of routing them through JIRA.(3).
