Domain investors search for domains that meet their investment criteria, buy the names, and then sell the domains to other people who want to use the domains for a website. In this case study, Bart will share how together with his scrum team they rolled out a new bulk domain transfer tool helping the investor customers move their domain portfolios fast and with less effort. https://www.youtube.com/watch?v=xDRn2qnreZ4

1. Product Discovery &
Validation in Large
Organization
Bartosz Mozyrko
World Product Day
2021

2. Today’s story
1. Domain Investing
2. Domain Transfers
3. User Story Mapping
4. Exploration & Testing
5. Net Promoter Score
6. Product Analytics
7. Project Outcomes

3. Internet is getting more crowded

4. Online presence needs a domain name
registered domain
names
(all extensions)
.com & .net
domain names

5. The secondary domain name market
● Voice.com sold for $30M
● Internet.com sold for $18M
● 360.com sold for $17M
● Insure.com sold for $16M
● …
● HotBurger.com sold for $3,000
● FreePrints.net sold for $1,000
● Business.coffee sold for $950

6. Meet Jonas, the domain investor
● Owns 3,200 domains
● Started investing in early 2000s
● ‘Domaining’ is part of his lifestyle
● Seeks financial independence
● $80K in sales last year
● Eager to grow his portfolio
● Specializes in brandable names
● Hunts domains on SnapNames
Fictional Customer Persona

7. Domain Transfers
Jonas want’s to consolidate his portfolio
Registrar #1
Registrar #2
Registrar #3

9. Challenges
1. Initiate
● Cumbersome interface
● Slow performance
● No real-time updates
● Unclear why domains got stuck
2. Finalize
● Limited visibility into progress
● No guidance on the next steps
● Clunky bulk operations
● Fuzzy information architecture

10. Core Team
● Product ⇨ Viability
● Design ⇨ Desirability
● Engineering ⇨ Feasibility
The “Tripod Model” helped us balance
ownership but also made it clear about
how to get decisions made.

11. Process

12. Process

13. User Story Mapping
USM helped to plan releases that were
both high value and immediately useful
to the customers.
USM helped the team keep business
context when trying to prioritize many
features.
The map evolved as the team continued
to learn from the customers.

14. Rapid Iterative Testing & Evaluation
The power of RITE - iterate fast to the
right ideas before committing anything
to code.
1. Allow people to interact with
clickable prototype
2. Collect actionable feedback
3. Keep tweaking the designs while
moving forward
RITE is not the best tool for uncovering
more complex issues.

15. Premiere Service
Customers
Bloggers & Influencers
Prospects
Customer
Care
Core
Team
Discovery
&
Validation

16. Iterations
#1 Formation
#2 Optimization
#3 Polishing

17. Outcomes

19. Release 0.5
Easier for existing and future customers
to bring over large domain portfolios to
GoDaddy with less effort.
● Net Promoter Score ☝️
● Conversion ☝️
● Domains/ Order ☝️

21. Release 1.0
● Meaningful groups & actions
● Productivity enhancements
● Active guidance until resolution
● Overall, more cohesive UX
Plus ad-hoc improvements based on
learnings from instrumentation: Voice of
the Customer and product analytics.

25. End
Start

26. Questions?
1. Domain Investing
2. Domain Transfers
3. User Story Mapping
4. Exploration & Testing
5. Net Promoter Score
6. Product Analytics
7. Project Outcomes