Entri
Making custom domains feel simple.
Client
Entri
Year
June — August 2026
Industry
Domains & web infrastructure
Services
Product design, Brand, Website
Live site
View live site
Entri lets software companies put domain setup inside their own product: connect a domain you already own, or buy a new one, without leaving the app. I led the redesign of both flows, the white-label system behind them, and the brand and website that followed.
What started as a facelift became a broader rethink — fewer decisions on screen, more context at every step, and one way in for every domain journey.
Context
Connecting a domain is the last step before going live — and the easiest one to get wrong.
Behind one button sit DNS providers, registrars, authentication, records and propagation. Entri hides that infrastructure inside the products people already use.
The job was never to explain DNS better. It was to show only what someone needs at each step, and still leave them feeling in control.
Process
It started as a facelift. It became a redesign of the experience.
I treated the product that existed as a working wireframe and went screen by screen, redesigning in place. There was no separate discovery phase — the release was time-sensitive and the backend had to stay stable, so every decision had to survive contact with the system already in production.
I worked next to the lead engineer on Connect, with reviews from product, project management and the CEO. Decisions were made in the file, in front of the people who would build them.
One way in
Two products were solving the same intention. We gave them one entrance.
Connect and Sell now start from the same step: add a domain you already own, or buy a new one. Connecting is linear, so it stays in a compact modal. Buying needs room for search, pricing and a cart, so it opens into a bottom sheet. Each task gets the space it needs, from one starting point.
The same thinking went into the paths people dread. Automatic setup, manual DNS, unsupported providers and recovery used to feel like different products bolted together. They now belong to one interaction system, revealed a step at a time instead of stacked onto a single screen.
Because Entri runs inside someone else’s product, it has to feel familiar on arrival. We rebuilt the interface on a shared token set in Figma — colour, type, spacing, radius, state — so the whole system could be re-themed from a handful of values rather than redrawn screen by screen.
White-label
Themed by a developer in an afternoon, not redesigned by a designer in a sprint.
We designed white-label first rather than bolting it on. The old approach exposed dozens of individual customisation options; the new one runs on a few high-impact decisions — brand colour, typography, light or dark — with the component system holding the rest together.
The tokens map one to one between Figma and the code, so a partner’s brand can be applied without touching layout, and what ships matches what was handed over.
Outcome
From two interfaces to one foundation — and a handoff that matched it.
Connect and Sell shipped to production: one entry point for both journeys, automatic, manual and recovery paths inside the same system, and theming that rests on a handful of values instead of dozens of settings.
Because the prototypes carried real motion and real states, the handoff became a conversation about detail rather than interpretation. The team built from something they could feel, not only read.
The same direction carried into Entri’s identity and marketing site, which I designed and built in Framer so the team can keep it current without losing the detail.
