Work · 03 of 04

DESIGN
SYSTEMS

Senior UX Manager → Director  ·  GoDaddy  ·  2019 – present

Four distinct systems built over six years. Each one solved a different scale problem, but the question behind all of them was the same: what does the system need to make quality hold when no one is watching? What designers build in Figma, what AI generates in production, what customers see in their published sites, each system was built to close that gap without requiring review cycles or proximity to any single person.

01
Hub design language
Tokens, type scale, and components built for the professional segment. Durable enough to survive a 360K customer migration intact.
2020
02
Mobile native system
Foundational strategy for GoDaddy's cross-product mobile ecosystem. Gained VP visibility and became the basis for 2026 company-wide initiatives.
2024
03
Site output quality
Design assets and standards for improving the quality of websites the builder products generate. Directly tied to AI builder adoption metrics.
2025
04
Agentic builders system
Shared language model, component library, and AI output quality standards spanning three builders and three customer audiences.
2025
From Guidelines to Embedded Constraints From Implicit Knowledge to Explicit System Context

The purpose of a system is not consistency. It is to make quality independent of who is in the room. If it only holds when someone is watching, it is not built to last.

Hub design language
Common language model
Mobile native
Site output quality
Site output quality
Product impact
  • Migrated WSB to our in-house design system, resolving seven years of design tech debt, creating the shared infrastructure that allowed for the future Agentic Builders system
  • Built the Common Language model to reduce AI drift across three builders simultaneously
  • Site output quality standards raised the baseline of what AI generated, a major contributor to the 99% AI adoption lift across all builder products
  • Mobile strategy culminated in company-wide adoption in 2026 after gaining VP-level visibility and cross-org reach.
  • Embedded constraints upstream through MCP-driven standards so the model built with quality by default, freeing the human in the loop to focus on the customer problem instead of managing output quality.
Team and org impact
  • Elevated a direct report to org-wide mobile strategy lead by building visibility for their work at the VP level and stepping back to let their voice lead it.
  • MCP-driven standards replaced review cycles as the quality gate. Quality became a system property, not a person property.
  • Systems practice became the model for how GoDaddy UX operates at scale. Other teams built on and extended the infrastructure.
  • I used the Common Language project to unify research, content, and design as one discipline, reducing siloed decisions while improving AI behavior
"

EJ fosters a culture of trust, allowing his team to take ownership while providing support when needed.

2024  ·  GoDaddy
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