Nick Toffolon / Network Solutions
Senior Front-endSenior DesignerEcommerceMarketing

Network Solutions

As Senior Front-End Developer and Product Designer from 2012-2021, I designed and shipped scalable commerce systems serving millions of users. Led checkout optimization that increased conversion by 10% while eliminating dark patterns and reducing support costs.

Commerce at Scale

Built front-end systems powering revenue operations for millions of users across Network Solutions, Register.com, and Yodle brands.

Full-Stack Product Development

Combined product design, front-end engineering, and data-driven optimization for measurable business impact.

Network Solutions checkout optimization
Circa 2017 - Redesigned checkout flow reducing friction from 7 pages to 3 with transparent pricing and clear product relationships.
+10%
Conversion
-15%
Support Tickets
7
Million+ Users Served
The Challenge

Dark patterns drove adoption with extremely high churn

Network Solutions' checkout relied on dark patterns advertising "free" or "$1" features while hiding real costs until after purchase. This drove initial conversions but created massive churn when customers saw their first bill, leading to high support costs and brand erosion.

The seven-step flow included confusing interstitial upsells and unclear product relationships. Customer research identified pricing confusion and distrust as the primary cancellation drivers. The business needed transparent checkout that maintained conversion while improving long-term retention.

Checkout Optimization Results
Business impact from transparent UX redesign
The Solution

Better for users. Better for business.

  • Customer insights: Analyzed support data to confirm hidden fees drove churn
  • Transparent UX: Reduced checkout from 7 pages to 3 with clearly grouped add-ons
  • User testing: Validated clarity and payment confidence before development
  • A/B testing: Used GTM and Google Optimize for low-friction production testing
Optimized checkout flow
Checkout flow flattened to single results screen with transparently priced add-ons in direct relationship to the domain.
Before and after comparison
Comparison of baseline flow and optimized variant showing simplified structure.
Results

Higher conversion, lower churn

Transparent checkout eliminated dark patterns while improving business metrics:

  • +10% Conversion Lift: Transparent pricing outperformed "free" and "$1" dark patterns
  • -15% Support Tickets: Reduced billing confusion and customer complaints
  • Improved Retention: Reduced churn through critical 30-90 day windows by setting accurate expectations
  • Scalable Architecture: Served 7M+ users across Network Solutions, Register.com, and partner brands

Key Technologies & Capabilities

  • • Customer research & behavior analysis
  • • UX design & prototyping
  • • Production HTML/CSS/JavaScript/React
  • • A/B testing (GTM, Google Optimize)
  • • Scalable front-end systems
  • • Design systems for Fortune 500 partners
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