SaaS · Founded
Deedbox, your website’s passport.
A digital ownership passport for small business websites, taken from an open brief to a live product with accounts, payments and automatic monitoring.
Overview
Know who owns your website, and what renews when
Deedbox is a digital ownership passport for small business websites. It reads the public records behind a website, shows whose name the domain is in, who holds the logins and what renews when, then watches for changes and alerts the owner before anything goes offline.
I took Deedbox from an open brief to a working product: research, UX, UI, brand, design system and a live product with accounts, payments and automatic monitoring.
The challenge
An invisible, technical risk, in plain English
Almost three in four Australian small businesses change digital marketing provider within a year, and every change is a handover where domains, logins and renewals get lost. Most owners only find out when their website and email stop working. The challenge was to turn an invisible, technical risk into plain English, and give owners a reason to come back after the first check.
Domains registered in someone else’s name.
Logins that disappear in a provider handover.
Renewals that quietly lapse until the site goes offline.
A reason for owners to come back after the first check.
What I did
From open brief to working product
Strategy & research
- Defined the product strategy, positioning and three-tier pricing model
- Researched the market, the competitor gap and the handover problem
- Created four personas, a journey map and an outcome-based information architecture
Product design
- Designed the end-to-end flow: live scan, one-question-at-a-time setup, passport, action plan and monitoring
- Designed responsive desktop and mobile screens in Figma, with motion for every key moment
Brand & design system
- Designed the brand identity, including the keyhole wordmark
- Built a full design system in light and dark mode
- Produced a UX strategy deck, an interactive case study and a brand style guide
Testing & build
- Ran a usability evaluation across seven core tasks and turned the findings into design changes
- Built an unmoderated testing platform with screen recording and a live transcript
- Directed the build of a working product with accounts, payments, automatic monitoring and email alerts
Outcome
Live, tested and ready for launch
Personas, plus a journey map and outcome-based information architecture.
Core tasks in the usability evaluation, each turned into design changes.
Pricing tiers in the product model.
Designing with AI
I used AI as a collaborator, not a replacement for design judgement. Claude supported research, rapid design iterations and the technical build, working to my direction and critique at every round. ChatGPT created the marketing imagery. Every product, design and pricing decision was mine.
Outcome
Deedbox is live as a working product, with a complete design system, responsive desktop and mobile designs with motion, and an evaluation-led design round ready for launch on its own domain.