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Website Redesign

Tucows OpenSRS Logo

Project Overview


OpenSRS is a leading domain reseller that offers its customers a platform for managing and reselling domain names and custom email names worldwide.


Despite being extremely successful, the OpenSRS website was outdated and should be redesigned to speak to a more current and larger audience.

Among the redesigned section of the website, the pricing section was a big unknown, since apart from never being tested before, the pricing plans for the product are different from the rest of the market. Additionally, since high churn rates were identified during the sign-up flow, the redesigned sign-up experience also needed to be evaluated.

My role

As a UX Researcher, my role was to test the redesigned pricing section and answer a few questions the Design and Marketing teams raised.

Research objectives

First objective: Determine if the new branding resonates with potential customers
Second objective: The copy is clear and new customers understand who OpenSRS is and it’s product
Third objective: Gather feedback from potential customers on the pricing table and the sign up flow

UX Outcomes: Defining success

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Validate the marketing and design solutions for the pricing page and the sign-up flow

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Highlight important insights, issues, or miscommunication points that need to be addressed by the team.

Target users and recruitment

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The audience targeted was the one identified as a priority by the marketing as potential new clients.

The platform was used for user recruitment. The screener questions were tailored to recruit users that fit into the below demographics:

Table with several demographics

Research planning

Due to the nature of the questions, we had to answer, a mix of user interviews and usability testing was chosen as a research method.

The objective of the interview was to understand how users trust companies and how do they chose to partner with them without biasing the users by showing our prototypes.

The usability testing allowed us to validate marketing and design ideas early in the process.

The interview guide comprehended four distinct sessions of the redesigned website: Main page, Why OpenSRS, Pricing section, and Sign-up flow.

A board with several sticky notes organized in columns and rows

User testing

Our usability testing was conducted with five users. We provided tasks for users to try to conduct on our prototype and after each task, we asked targeted questions to gather as much information as possible about their needs, opinions, and impressions of the website.

Test structure

Background questions: Understand user needs and preferences prior to showing our prototype to avoid bias.
Tasks: Users were given open ended tasks for us to understand their behaviour using the prototype.
Follow-up questions: After each task, questions were asked to deeper access their thoughts and understanding.

Prioritizing findings

Notes from the findings, taken by me and designated notetakers, were compiled and grouped up on FigJam by conducting an Affinity Mapping.

The findings were divided into four groups: Confidence and Trustworthiness, Pricing section, Sign-up flow, and User understanding of the Brand.

Board full of sticky notes organized in four quadrants

Main findings

We successfully identified: 

What our potential customers value most
Issues to be addressed on the pricing section
What we were doing right and wrong regarding trustworthiness
Reasons why they trust potential partner companies

Presenting the findings

A presentation cover saying "Summary of findings"

The findings were presented to all stakeholders and it was decided that the first priority was the rework of the pricing section.

We offered to host an ideation session to assist the design team with potential solutions.

The ideation dynamics were conducted with designers from this project and others. Two concepts stood out and were prone to testing.

Preference testing

We decided that a Preference testing using the two selected concepts would be the best to choose which path to move forward.

The platform was chosen for Recruitment and conduction of the Preference testing. We used the same screening questions as before for user recruitment. A total of 20 users participated in the test.

Tasks and questions were tailored aiming to understand which of the concepts better informed our users and what specific elements helped them comprehend the pricing plans.

Users were randomly assigned the concept A or B to navigate first
We asked questions related to their understanding of the pricing section
After the test they were asked to chose which concept they preferred an why


Over 80% of the users preferred concept A over concept B. However, some elements of concept B were mentioned by many users as helpful.

Upon presenting the results we recommended to the design team that a mixed concept containing the highlights from each concept testing would be the best solution for our problem.

The design team agreed with our recommendation and moved forward with the mixed concept, which was approved by all stakeholders and finally published on the new website launch.

Next steps

The following actions are underway to validate the results of this research project.

Analytics: Metrics from Google analytics are being monitored over time
Usability testing: Another usability testing with the current solution will be conducted soon
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