Domain Overview

How consolidating our “Aha!” moments into one screen became our most popular page, plus the story of a dramatic redesign that kicked off a larger company initiative.

Darian traces Moz Pro’s scattered “Aha!” moments and spots the fastest path to product value.

The business case, goals, constraints, and success measures come together before anyone starts designing.

A research partnership turns existing demand and buried data into a low-risk, high-impact case.

A discovery session with Product sharpens the project goals, hypotheses, risks, and measurement plan.

Darian builds a UX game plan designed to keep the work aligned and easy to hand off.

Stakeholders, benchmarks, and competitor analysis reveal what the first MVP has to prove.

A weekend rebuild turns a struggling proposal into a stronger concept that breaks the original constraints.

The new concept lands well, then exposes how dated the rest of Moz Pro suddenly feels.

Darian pitches a formal redesign for the entire Moz Pro suite and wins approval for a broader initiative.

The team turns the weekend concept into polished mockups and prepares it for production.

Usability testing puts the new overview in front of users who need quick research value.

Education, loading, empty, error, tracking, and copy decisions get locked before build.

Build support, analytics hooks, and accessibility review turn the design into a releasable product.

A closed beta becomes a full release for the first modern, responsive page in Moz Pro.

The finished Domain Overview comes into view: one full-width page built to surface the product’s best moments.

Domain Overview becomes Moz Pro’s top research page and helps spark a larger company-wide redesign.

The aftermath points to Moz 2.0, the bigger initiative kicked off by this one weekend redesign.