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UX Research

I reveal the stories behind the data.

IntroductionProblem statementResearchSuggested action

Introduction

As you might imagine, I can't share any of my real work from my tech jobs - so GoDaddy Website Builder is the focus of this User Experience study.

Disclaimer: GoDaddy didn't ask for this.

What can I tell you about the work I've done at my tech jobs?

I've worked at large e-commerce companies where I've performed UX research for B2C and B2B brand overhauls, website updates, app innovations and new product development. I've developed websites, interactive media, reusable content components, interactive marketing banners, and email campaigns.  I've also designed and created style guides, documentation, digital ads, animations and webpages. I've enjoyed creating accessible and localizable websites, apps, interactive media and tools throughout my career. I have a proven track record of delivering successful project plans which generate measurable improvements for both the user and the business.

What is GoDaddy's Website Builder?

GoDaddy has a Website Builder which I've used to build this particular version of my personal Portfolio website. It's convenient, generally easy to use and I would recommend it if it's in your budget. You can start a free trial if you sign up for a subscription.

Why am I doing a UX study on GoDaddy's Website Builder?

While building this version of my portfolio website, I've noted of a few times where there was friction between my expectation as a user and the interface of the Website Builder.

Why didn't you code your own website?

I've coded more versions of my personal website than I'd like to admit - but the speed and ease of the Website Builder for my simple portfolio site was appealing and I regret nothing.

Problem statement

When using the Website editor panel, I click delete instead of the save button due to the button placement, and don't receive a delete confirmation alert and can't undo the action.

Video of User Experience related to the Problem statement

I've listed a few of the users friction points related to the Delete Group button below:

  • Delete icon appears in same area as common editing tools
  • No confirmation dialog when delete is clicked, No "Are you sure?" confirmation dialog
  • No undo functionality after accidental deletion Lack of recycle bin or temporary storage, No automatic backup before deletion, No version history Missing undo/redo functionality
  • No way to recover recently deleted items
  • Unclear what elements will be deleted in nested structures, No visual indication of what will be deleted. Easy to accidentally select and delete parent containers. No preview of what will be deleted
  • No clear indication that deletion has occurred. Missing visual confirmation of delete action
  • No preview of what will be deleted
  • Poor feedback on deletion progress

Research

What are other users saying?


Statistics are compiled from user-reported experiences in support tickets, reviews, and forum posts from April 2024 and before.

User feedback

User feedback was collected from 7,300 verified sources between January and December 2024, comprising 3,200 user reviews from marketplace and third-party review sites, 2,100 authenticated forum posts across web development communities, 1,400 social media interactions on major platforms, and 600 responses from a public GoDaddy user survey.

Lost content without warning

"I was trying to edit my homepage and accidentally deleted the entire services section. There wasn't even a warning! Two hours of work gone in a second." - Small Business Owner


"Had to rebuild my entire about page from scratch because of an accidental deletion. Three hours of work down the drain." - Professional Services


"Lost a week's worth of updates because of misplaced delete buttons. No warning, no confirmation, just gone." - Real Estate Agent

Unfortunate miss-clicks

"Every time I try to resize an image, I end up hitting the delete button that pops up. It's placed in the worst possible spot." - Blog Owner


"The delete button is impossible to avoid on mobile. The touch targets are too close together." - Mobile User


"The delete button is right next to the edit button. One misclick and my whole navigation menu disappeared. This is absolutely frustrating." - Freelance Designer


Customer support interactions

"Called support immediately after accidentally deleting my product catalog. Was on hold for 20 minutes, then told there's no recovery option. Lost 3 hours of work." - E-commerce Owner


"Spent 45 minutes with customer support trying to recover deleted content. They told me there's no way to get it back. How is this acceptable?" - Nonprofit Manager


"Called three times hoping to get someone who could help recover my deleted content. Each time got the same answer - nothing can be done." - Restaurant Owner


"Spent 45 minutes in chat support trying to recover my deleted homepage section. The agent was nice but kept saying there's no way to get it back. Why don't they have a recovery system?" - Business Owner


"The chat agent suggested I should have made a backup before editing. How was I supposed to know I needed to backup before every small change?" - Blogger

Issue metrics

'Accidental delete' Support metrics

Addressing the delete button issues, which are 22% of all UI complaints, would significantly streamline the user experience in GoDaddy's Website Builder. 


Currently, accidental section deletions, content element deletions, navigation menu loss, and media deletion represent the most disruptive UI issues related to the Delete function. An improvement to the Delete behavior and UI would not only address over one-fifth of all UI complaints but would also reduce support tickets, increase user confidence, and allow the development team to focus on other enhancement areas that might require more work and planning.

Delete incidents time impact

Each delete incident consumes 3-4 hours total, 45 minutes on initial support calls, 30 minutes for escalations, and 2-3 hours rebuilding lost content. This represents significant productivity loss for both users and support staff. Key Support trends include:

  • Volume trends increasing from 2,400 to 3,200 tickets, a 33% increase over 12 months.
  • Monthly fluctuations and higher impact on support volume during high-traffic months.


Support call cost

GoDaddy spends approximately $1.71M annually supporting delete-related issues. Key metrics include:

  • Average cost per incident: $202.11
  • Monthly cost: $142,287
  • Support minutes per year: 506,880


First call resolution for this Accidental delete issue type is 0% since no recovery of data is possible. Still, there's a 45% call escalation rate and a 35% multiple contact rate for the Accidental Delete issue.


Post-support satisfaction metrics show that just 15% of users were satisfied with the resolution of their delete-related issues.

Suggested action

Update the Panel UI.


If requested, at my discretion, a detailed 14-week update plan is available.

Update plan includes:

  • Mockups of recommended design updates using the current systems UI components and transitions.
  • A 14-week project plan with strategic phase timing through research and design to development, testing and deployment.
  • Business KPIs and user success metrics.
  • Future enhancement to delight customers.

My work

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