Confusing Domain of GoDaddy

desirabilityQuick-UX provides for the rapid, simple and quantifiable assessment of a product’s User Experience (UX). In answering the question of Desirability, "Should I use it?" the sub-category of Layout is one of frequent discussion, especially in the latest wave of online products and how they handle content presentation and interaction.

The relationships between and among various page elements, how they play off of one another, constructively guiding a process, or organizationally segmenting a concept, can influence how accepted, by the user, the product is, and how Desirable, how much they (the users) will actually want to use it.

Today, we will look at an example of an Internet product with Poor Visual Hierarchy, representing a Layout value of +0.0.

Example: Poor Visual Hierarchy (value = +0.0)

GoDaddy is a website whose primary purpose is to enable people to purchase and setup domain names. Despite a major redesign that this web product has recently undergone, it remains an excellent example of a product Layout with Poor Visual Hierarchy. This assessment is easily accomplished through the evaluation of the homepage, whose Layout and design characteristics are echoed throughout the website.

00_godaddy_homepage

To start off, identifying the most important element of this page cannot be accomplished through any visual cues of Layout. As a matter of fact, the Layout and structure of the page presents to a great deal of redundant information…

01_godaddy_redundant_domain

…and…

02_godaddy_redundant_accoun

And numerous hot-points on the page, all competing for the initial attention of the visitor’s eyeballs upon arrival, most obviously indicated by the use of the strong oranges and reds on the page.

03_godaddy_hotpoints

Is the most important information on this page,

My Products,

04_godaddy_myproducts

or Logging in,

05_godaddy_logging_in

or Email offers,

06_godaddy_email_offers

or Buying $1.99 domains,

07_godaddy_199_domains

or Starting a domain name search,

08_godaddy_domain_search

09_godaddy_domain_search

or Buying web hosting,

10_godaddy_web_hosting

or Expressing myself through .me domains,

11_godaddy_me_domains

or Getting a .tv domain

12_godaddy_tv_domains

Furthermore, GoDaddy logo and tagline, ‘The Web is Your Domain,’ are dwarfed with respect to the other competing priorities of this page.

13_godaddy_logo

Even if one can conclude the various competing elements on this page are all equally important and can be concluded as the top of the page’s Visual Hierarchy, their redundancy of purpose and message, as well as no clear relationships between most neighboring elements of the page, and no clear secondary elements (unless one attempts to claim everything else would be secondary) further erodes any potential inherent Visual Hierarchy.

Adding to the destruction of the page’s Visual Hierarchy is the clutter of buttons, general content, and marketing on the page. The use of white space and relational placement appear to have no purpose in indicating the importance, or relative importance, of the plethora of options on the page, beyond the lower tier importance attributed to those elements placed in the footer.

The primary usage of whitespace is limited to offsetting the messaging / actions for…

Product Advisor

Express Yourself

Web Hosting

.TV Domains

14_godaddy_more_marketing_s

…all of these options offering a small subset of basic and secondary (or tertiary) services, especially in contrast to many of the other more basic options that can be found on this page for the searching and registering of domain names, in general.

GoDaddy’s homepage, as well as the rest of the web product, provide such a diffused Layout and structured experience as to make identifying either the important or even merely sought after actions an unnecessarily time consuming effort, all contributing to the distinction of being a solid, educational example of a web product with Poor Visual Hierarchy.

Over the next several weeks I will be providing real-world examples of Layout values…

Clear Visual Hierarchy (value +0.4)

Fair Visual Hierarchy (value +0.2)

Poor Visual Hierarchy (value +0)

 

Non-negative Visual Flow (value +0.3)

Negative Visual Flow (value +0)

Poor Sequential Flow (value -0.15)

 

Clean Grouping (value +0.3)

Inconsistent Grouping (value +0.15)

Poor Grouping (value +0)

Subscribe now (click here) to make sure you don’t miss any part of this series exploring the Desirability and Layout of Quick-UX, the quick and easy method of generating quantifiable and comparable metrics representing the understanding of the overall User Experience of a product, as well as other insightful posts from The Product Guy.

Enjoy!

Jeremy Horn
The Product Guy­­

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About Jeremy Horn

Jeremy Horn is an award-winning, product management veteran with 2 decades of experience leading and managing product teams. Jeremy has held various executive and advisory roles, from founder of several start-ups to driving diverse organizations in online services, consumer products, and wearables. As founder of The Product Group, he has created the largest product management meetup in the world and hosts the annual awarding of The Best Product Person. Accelerating the next evolution of product management, Jeremy acted as creator and instructor of the 10-week product management course at General Assembly and The New School, and mentoring at Women 2.0 and Lean Startup Machine (where is he also a judge). To see where Jeremy is now check him out at (1) http://linkedin.com/in/TheProductGuy and (2) http://TheProductGuy.com

16 thoughts on “Confusing Domain of GoDaddy

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  2. Pingback: Confusing Domain of GoDaddy

  3. Try looking for the approval of your transfer request in the Domain Mangler menu. I swear it took like five minutes, just to look for one button that approves my transfer to another host provider.

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  12. You should also do a bit on their check out process… It is confusing as hell, and not user friendly at all. They bank off the idea that you will add something you really don’t need. Nice post, Thanks!

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  14. I honestly believe GoDaddy purposely makes everything about their site confusing as all hell to force you to call them for tech support so they can sell you on something. You ever notice every time you talk to them they try to sell you extras for you account? GoDaddy sucks! And now they force us to look at jillian michaels ugly ass

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