Laptop on a white table displaying the Squarespace domain transfer webpage, with a hand holding a phone above.

Squarespace Domains

Squarespace Domains is a platform for registering and managing custom website addresses.

I redesigned several key marketing webpages to modernize the experience, clarify messaging, and help users register or transfer domains more confidently.

Overview

The project

The Domains webpages were high-traffic but outdated, no longer reflecting Squarespace’s brand or current design standards. We redesigned key Domains pages to modernize the experience and highlight core product features, with the goals of improving SEO and driving domain registrations.

This case study highlights the design process across those pages, using the Transfer a Domain page as a representative example.

My team

As the dedicated product designer on this project, I collaborated closely with:

A product team (PM, Growth PMMs, Content Designer, and Engineers)
Creative team (Brand Designers)
Design system team (Product Designers)

My role

I designed multiple pages, including:

My work included wireframing, user flows, visual design, design system, interactive prototypes, and visioning.

Entrepreneurs

Entrepreneurs launching a business or brand need straightforward solutions for domain registration, website integration, and email setup to effectively establish and secure their online presence.

Understanding the customers

Web professionals

Web professionals require advanced tooling and configurations on reliable and technically deep solutions to manage and update their domains and web settings efficiently.

Screenshot of Squarespace domain transfer webpage showing instructions, benefits, and a section to claim a free domain.

Old Transfer a Domain page

The problem

The old Domains pages felt disconnected from the Squarespace brand and didn’t communicate the product’s value effectively or in a way users could easily understand. Entrepreneurs needed a simple, reassuring path to register or transfer domains, while web professionals needed clear, robust options for managing their domains. The old Transfer a Domain page, shown here, reflects the challenges that existed across multiple Domains pages.

We saw an opportunity to refresh the design, clarify the messaging, and create a more intuitive experience for both entrepreneurs and web professionals.

The design process

Wireframing and user flows

Using updated design system modules, I began by restructuring page sections to establish a clear, cohesive narrative that supported the new content. The new wireframes and user flows aimed to help guide users through the page to understand the product and ultimately register their domains.

Every module is designed for multiple breakpoints to ensure consistency on all screen sizes.

Design system improvements

When existing components didn’t fully support the content or interaction needs, I collaborated with the design system team to build new components that could be reused across the Domains pages and other parts of the Squarespace site. These additions addressed the immediate design challenges and expanded the system for future projects.

A webpage showing different styles of input fields with labels such as 'Default,' 'Typing,' and 'Filled,' demonstrating various UI designs for search and text input.

Visual design

Once the layouts and flows were established, I explored visual approaches that would elevate the product through imagery and storytelling. During this phase, I also worked with the Creative team to create visuals that showcase the product while staying true to the Squarespace brand.

Screenshot of a website or application interface related to domain management and privacy settings. The interface features sections about privacy, security, email forwarding, and domain forwarding. The background includes floral designs with orchids and other flowers.

The challenge

One of the challenges was selecting hero imagery. Our library of assets lacked the variety and flexibility we needed, and we had yet to establish guidelines to ensure a cohesive visual style across the Domains pages.

Each hero needed to fit within the safe text area and maintain sufficient contrast for readability. Because the hero is often the first thing users see, choosing the right image was critical for setting the tone and guiding users toward their first action on the page.

Screenshots of the Squarespace domain transfer webpage displayed on a tablet and a smartphone, with a purple background and white text.

Hero text safe area and contrast guidelines for selecting images that work across the Domains pages.

Hero image A/B tests

Past A/B tests showed that hero images featuring a device with a domain name and a Squarespace template outperformed decorative backgrounds.

This insight informed our hero selection, helping us choose visuals that supported readability, clearly communicated the value of Squarespace Domains, and set the right tone for the brand as users began their domain search .

Screenshots of the Squarespace domain registration website with the homepage on the left displaying a floral arrangement in a vase and the text 'Every dream needs a domain,' and the page on the right showing a person holding a smartphone with the website open and the text 'Buy your dream domain.'

Old hero vs. new hero on Domains pages

Final design

The redesigned Domains pages present a clearer value proposition with product-forward hero imagery and a refreshed visual design that aligned with the Squarespace brand.