GoDaddy

Delivered a domain-search tool serving four of GoDaddy's European brands — 123Reg, Host Europe, Heart Internet and Domain Factory — from a single codebase. Architected a flexible design system that preserved each brand's distinct identity while sharing one component library, with comprehensive automated test coverage. Built on ReactJS, TypeScript, React Query, Storybook and CSS-in-JS, integrated with WordPress.

GoDaddy had grown by acquisition, and several of its European brands — 123Reg, Host Europe, Heart Internet and Domain Factory — still trade under their own names rather than the GoDaddy banner, each with its own market and loyal customers. That created a question at the heart of the customer journey: how to offer a single, consistent, modern domain-search experience powered by GoDaddy's own APIs, without erasing the distinct identity each market already knew. The alternative — a separate tool per brand — would have meant doing the same work four times over and watching the experiences drift apart.

The tool is one React application that re-skins itself to the brand of the domain it runs on: theming, branding and identity switch by host, so 123Reg feels like 123Reg and Host Europe like Host Europe, all from a shared component library. Underneath, every brand draws on the same GoDaddy APIs for domain search and a common WordPress integration — the logic is written and tested once, and the differences live in presentation, not duplication. Built on a modern React, TypeScript and React Query stack with Storybook and CSS-in-JS, the architecture deliberately kept brand identity at the surface and the engine shared beneath it.

The single codebase shipped across all four brands and served over 27 million users, delivered as a fast, modern domain-search experience on the latest React and React Query stack. The entire product was built by just two engineers — myself and one colleague — four brands and 27 million users served from one well-architected codebase.