Abdel Oueryemchi
Product Builder · 20 Years Experience
Xneelo · Case Study
Web Hosting
Trusted hosting by over 500,000 websites.
Abdel Oueryemchi
Product Builder · 20 Years Experience
Xneelo · Case Study
Trusted hosting by over 500,000 websites.
The problem
A 20-year-old legacy hosting product with no dedicated team, facing GoDaddy/AWS-level competition.
What I built
A rebuilt team, product strategy, and a new Control Panel (xCP) with a redesigned onboarding flow.
The result
40,000 → 50,000+ monthly subscribers, +3% conversion rate, reduced abandoned orders.
Xneelo's Web Hosting product had no assigned product team and was still running on a legacy system roughly 20 years old — at a time when GoDaddy and AWS were expanding aggressively into the South African market. The company had a strong reputation to defend.
And the challenge wasn't just technical debt: the product function itself had to be rebuilt from nothing, inside a large organisation that already had 8 established product teams running a complex, interconnected product line.
Standing still against that kind of competition wasn't an option.
I started as Xneelo's Product System Analyst before moving into the Product Owner role, which meant I understood the legacy system and cross-functional dependencies firsthand before I was ever accountable for the roadmap. I conducted market research, user research, and competitive analysis to figure out where Web Hosting could actually differentiate.
I built a dedicated Web Hosting team through strategic recruitment — the product had none — and developed a product strategy aligned to business goals. I scoped a full migration strategy from the legacy Control Panel (KonsoleH) to a new one (xCP), covering both a short-term dual-running period and a long-term shutdown plan for the legacy system.
I led an agile team of 7 to redesign and rebuild the product: a new onboarding flow letting users purchase and configure hosting plans in xCP, a simplified cancellation flow, an enhanced product dashboard for managing email/FTP accounts and more, a user communication system for order status, and dedicated onboarding/cancellation flows for subdomains.
I supported engineering with detailed PRDs, user stories, and acceptance criteria throughout, and ran the migration in phases — the legacy system maintained in parallel while adoption of the new Control Panel was driven through in-app prompts and email campaigns, before eventually retiring the old system.
User feedback forms showed strong positive response to the redesigned interface, specifically the improved usability and onboarding — the kind of qualitative signal that confirmed the rebuild was working, not just shipped.
50,000+
Monthly subscribers, up from ~40,000 in under two years
+3%
Conversion rate, directly reducing abandoned orders
500k+
Websites trusting the hosting platform
The redesigned interface earned consistently positive feedback, strengthening the brand's reputation for usability against much larger competitors.
Tell me what's broken, slow, or manual — I'll tell you honestly whether it's worth building a fix, and what that would look like.