GoDaddy Video-first Educational Site

This work was the basis for my role at GoDaddy. There was help content, but no educational guidance for customers. I had one existing Instructional Designer to assist with the assessment, data collection, visioning, design, content and measurement. Customer search data was able to guide on the curriculum mapping and a series of user tests were able to guide the decision to make it a video-first design. I partnered with the Brand Team and Internal Communications to run our visioning exercise and an internal talent search. We agreed on 7 internal employees to represent what would become the "GoDaddy Guides" sub-brand for the program. Within 5 months we have written, filmed and produced 200 video objects for the MVP launch. When I left, there were over 1100 individual video objects covering all of GoDaddy's products and services.

Results: At the end of year one, the content resulted in decreased contacts to the Care organization, additional spend in Hosting and Website product lines, improved Helpfulness and CSAT scores within Help articles. Additional in-product experiments were conducted within products and increased activation and spend (post-video) over the control group that didn't watch the video.

You can view the public-facing work here - https://www.godaddy.com/how-to