Designing a seamless end-to-end domain purchase and management experience.
The .inc domain extension is one of the most recognized marks of a business. Google, Apple, and Amazon all hold .inc domains. It’s one of the few extensions that signals instant credibility, brands use it to look established, serious, and built to last.
But despite that premium positioning, .inc domains lived as listings inside a generic marketplace, tied to external resellers like GoDaddy and Namecheap. No price transparency. No dedicated search. No experience that matched the weight of what someone was actually buying.
The registry had a premium product with no premium experience to sell it through.
Three phases. One product built from the ground up.
Each phase built on the last. A domain platform only works when discovery, purchase, and management feel like one continuous experience
We started with a stakeholder workshop, mapping the current marketplace experience, identifying gaps, and aligning on the core structure. Using HMW exercises, we explored the current marketplace experience and identified opportunities to improve how users discover, purchase, and manage domains.
From there, a competitive audit. GoDaddy, Namecheap, and Hostinger were reviewed across three areas , how they handled domain search, how their checkout worked, and what happened after purchase. The finding was consistent: none of them treated .inc as a premium product. That gap became the design north star..
The information architecture was defined before any design work began, mapping the full user journey and establishing the structure every screen was built around. Wireframes followed, tested with real users before moving into high-fidelity.
The core product was live. Then the real work began, expanding every surface a founder needed, from purchase to discovery to management
The core product was live. Then the real work began — expanding every surface a founder needed, from purchase to discovery to management.
my.inc started as a place to buy a domain. It became a complete platform for founding and running a business. What began as a single search bar grew into a full ecosystem — purchase flows, discovery tools, marketing pages, and management features all built around one idea: a founder should be able to find their name, buy it with confidence, and build from there without leaving the platform.