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Network Solutions

I joined the original domain name registrar in 2012 as a Senior Front-End Developer, contributing to hundreds of projects that improved user experience, increased revenue, and reduced customer churn. My work included designing and developing critical acquisition channels while ensuring content reliability and speed for millions of users.

  • Optimized checkout flow

    Led UX design for core acquisition channels, increasing conversions and reducing churn.

  • Senior front-end developer

    Collaborated across stakeholders in design, product, marketing, and engineering to create web experiences for millions of users.

Example screens from the 2019 project I produced design and front-end development toward optimized UX on the primary domain checkout sales channel
Challenge

Optimizing the primary sales channel

The existing checkout flow relied on dark patterns, advertising “free” or "$1" features with hidden fees that led to customer dissatisfaction and high churn rates. While this approach initially drove net-new customers, many canceled after receiving their first unexpected bill. The goal was to design a more transparent, user-friendly checkout experience that maintained conversions while reducing churn and increasing long-term customer satisfaction.

Solution

Transparency and user delight

To address customer dissatisfaction:

  • Customer Insight Gathering: I analyzed feedback from customer support calls to identify key drivers of cancellations, with hidden fees emerging as the leading cause.
  • Redesign the Checkout Flow: I developed a transparent pricing structure that clarified product relationships and upfront costs while preserving upselling opportunities. Among other hinderances, the existing flow was lengthy with 7 pages containing interstitial upsells before a user could checkout. The proposed redesign reduced the structure to 3 pages.
  • Usability Testing: Prototypes were iteratively tested to ensure proposed improvements met conversion benchmarks.
  • A/B Testing: Using Google Tag Manager and Google Optimize, I deployed and validated the redesigned flow without risking live production. Only minor updates were needed to a backend router to enable proposed checkout configuration.
Example of the primary marketing site
The new checkout flow was flattened into a single results screen and featured transparently priced add-ons positioned in direct relationship with the domain. Responsive page build to accomodate all traffic.
Reduced page complexity
Comparison of baseline domain flow and the optimized variant.
Results

Increased revenue and improved customer satisfaction

Key features delivered 🚚

  • Increased checkout conversions by 10% over "free" and "$1" baseline checkout flow
  • Boosted projected CARR (Customer Annual Recurring Revenue) through add-on product sales
  • Reduced churn beyond the critical 30/60/90-day post-purchase window
  • Led UX design for core acquisition channels
  • Eliminated dark patterns
  • Built scalable front-end solutions for millions of users
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