Team
DoMEN is the official registry for the .ME domain. The Domain.ME website is the main storefront for discovering and registering .ME domains. Historically focused on business-to-business sales through registrars, the company shifted its strategy toward high-growth creative audiences — startups, developers, and designers seeking personal branding domains.
01
UX Challenge:
Over 90% of users searched for domains that were already taken. Most abandoned the site immediately after seeing a “domain unavailable” message, unsure what to do next. This resulted in significant lost conversion potential at the most critical stage.
02
Technical Challenge:
The site architecture relied on multiple static landing pages for each audience segment, which made it non-personalized and difficult to maintain, accumulating technical debt over time.
Audience Expansion
Refocus the site toward startups, agencies, developers, and designers.
Competitive Edge
Deliver a clean, modern UX with a focus on personalization and clarity.
Content Consolidation
Replace multiple external landing pages with one unified modular system.
Critical Goal
Fix the key UX flaw that caused users to abandon the website after their first search returned a “domain taken” result.
Instead of a lengthy redesign phase, we conducted an intensive 5-day design sprint to define the problem, validate assumptions, and prototype solutions.
Through collaborative workshops, we:
Identified the UX pain points.
Defined the AI Search Flow concept.
Created the first draft of the website skeleton and feature overview.
Developed actionable mockups combining both form and function.
Ran initial user tests with key personas, confirming that the new search experience and navigation aligned with expectations.
01
AI Search Flow & Cart Approach
Over 90% of users searched for domains that were already taken. Most abandoned the site immediately after seeing a “domain unavailable” message, unsure what to do next. This resulted in significant lost conversion potential at the most critical stage.
02
Personalized Architecture
To address content fragmentation and maintenance complexity, we re-architected the site around audience-based verticals.
The new site is user and persona centric and knows how detect user persona and adapt to it, so it dynamically routes users to relevant segments (e.g., Designers, Developers, Startups), simplifying backend management while delivering personalized experiences.
03
Simplified and Intuitive Site Architecture
To solve the problem of a non-intuitive and outdated architecture, we restructured the website. The new structure eliminates redundant pages and creates a seamless, consistent navigation flow, making it easier for users to understand where they are and what to do next.
04
Visual & UI Direction
The interface adopts a modern, minimal aesthetic with clean layouts, subtle gradients, and a strong emphasis on human-centric visual language. The goal was to create a calm, focused environment that reflects individuality and creative identity — values core to the .ME brand.
+100% increase in user purchase intent
Newly found users now consider 2.3 domains per conversion (compared to 1.1 with existing user base), demonstrating that the new search flow successfully transformed a moment of failure into a moment of discovery.
Guided Exploration Behavior
Users moved from ‘search-and-leave’ behavior to multi-domain comparison within one session
Improved content scalability
The modular architecture reduced the need for multiple standalone landing pages, easing the development load and simplifying updates.
Strategic impact
The project repositioned Domain.ME from a functional registry into a discovery-led brand platform, aligning its UX with the emotional value of digital identity.
