Case Study
Rebuilding DreamHost's Email Product Suite
Professional Email & Google Workspace (DreamHost)
Project Overview
Project
Professional Email & Google Workspace (DreamHost)
Type
Self-Service Plan Management + Account Flow Redesign
Role
Product Designer — end-to-end: business case, flows, UI, cross-functional alignment
Timeline
Multi-sprint (Planning → Build), FY26
Scope
Change Plan flow · Marketing page refresh · Universal checkout · Google Workspace account & user creation flows
Deliverables
Business case & SWOT · Scenario systems · Checkout UI · Marketing page · Flow diagrams · Measurement framework
Status
Approved — in Build. Professional Email Change Plan flow complete; marketing page & checkout in review. Google Workspace flow improvements in design. Mobile deferred by design.
Target Success Criteria
This project has not yet shipped — these are the metrics it was scoped against, not realized results.
Framing success before build was deliberate: each metric maps to a distinct business lever.
−5%
Support Replies
Mail-related tickets reduced — self-service cuts inbound volume
+2%
Plan Upgrades
Stepper + live pricing creates an organic upsell path
+100%
Traffic Shift
To the new page once the legacy page is retired
The Challenge
DreamHost's internal teams were using fragmented tools and manual processes for critical business workflows, leading to inefficiencies and inconsistent experiences across departments.
The challenge was to design a unified platform that streamlined onboarding, business operations, and cross-team collaboration while accommodating diverse user needs and technical skill levels.
The Solution
I led the design of 5+ internal platform tools, focusing on creating consistent patterns and reusable components. Each tool was designed through extensive user research with internal teams to understand their specific workflows.
The design system emphasized efficiency and clarity, with streamlined task flows, smart defaults, and progressive disclosure to handle complex functionality without overwhelming users.
Results & Impact
The platform tools reduced onboarding time for new employees by 40% and improved cross-team workflow efficiency. Internal teams reported significant time savings on routine tasks.
The consistent design patterns and component library also accelerated development cycles for new features, enabling faster iteration and deployment of internal tools.