Up by Go Go
How might we create a removal booking experience that builds trust, reduces customer stress, and better communicates Up By GoGo’s circular-economy mission?
Go Go Foundation engaged me to support the development of a new ethical moving and packing service concept, Up By GOGO.
While initially positioned as a website refresh project, the engagement evolved into a broader UX and service design initiative focused on clarifying the business proposition, target audiences, referral pathways, and customer experience strategy.
The service aimed to combine practical moving support with social impact initiatives, including ethical disposal and repurposing of unwanted goods, while also creating employment opportunities for women experiencing homelessness, unemployment, or domestic violence.
Through research and discovery, it became clear the concept was servicing multiple audiences with differing emotional and functional needs, including elderly individuals downsizing into aged care, family members coordinating moves, direct-to-consumer customers, and referral partners such as social workers, aged care providers, and real estate agents.
The project ultimately explored how trust, emotional sensitivity, and operational clarity could be better integrated into the overall service experience alongside the requested digital improvements.
Client / Up by Go Go
Date / 2024
My Skillset
Stakeholder Alignment
Research & Discovery
Insights & Synthesis
Strategy & Framing
My
Method
The project combined UX research, service analysis, and exploratory strategy work to better understand both the proposed customer experience and the broader service concept.
While remaining aligned to the original brief of refreshing the website experience, the process evolved into uncovering operational, emotional, and business proposition considerations that would influence the success of the service beyond the digital interface alone.
Methods
-
Stakeholder interviews to understand the founder’s vision, social impact goals, referral pathways, and proposed service model
-
Discovery workshops and exploratory discussions to uncover gaps in audience definition, operational planning, and business proposition clarity
-
User interviews with aged care and support-sector professionals to better understand the emotional and practical realities of downsizing and relocation services
-
Competitor and heuristic evaluations against commercial moving, packing, and relocation services to identify industry standards, trust signals, and booking experience opportunities
-
Journey mapping and service analysis to explore customer touchpoints, referral ecosystems, and overlapping audience needs
-
Behavioural and thematic analysis to synthesise recurring themes relating to trust, emotional labour, service clarity, and customer expectations
-
Branding refresh to evolve the existing visual identity into a more sophisticated and cohesive extension of the original brand palette
-
Wireframing and prototyping to improve website structure, communication hierarchy, and the overall digital experience in line with the original project brief
Insights
As discovery progressed, it became clear the project extended beyond a traditional UX website refresh and instead highlighted broader service design and product ideation challenges.
While the original brief focused on improving the website experience, research revealed the underlying business proposition, target audiences, referral pathways, and operational model required further definition before a cohesive digital experience could be fully realised.
Key insights included:
-
The service attempted to support multiple audiences simultaneously, including elderly downsizers, family members, direct-to-consumer users, and referral partners such as social workers and aged care providers
-
Different customer groups introduced varying emotional, operational, and trust-based needs that required clearer service positioning and communication
-
The founder’s social impact mission created meaningful differentiation, however customers would still require reassurance around professionalism, reliability, and emotional sensitivity
-
Supporting elderly individuals through downsizing highlighted the importance of empathy, trust-centred service design, and emotionally aware communication
-
Competitor and heuristic evaluations against commercial moving and relocation services identified opportunities to improve trust signals, booking clarity, and service communication
-
Discovery uncovered the need for further ideation, service blueprinting, audience prioritisation, and business proposition development alongside the requested UX improvements
While remaining aligned to the original brief, I also attempted to surface broader strategic considerations the client would need to address in order to further develop the concept into a sustainable service offering.
Outcomes &
Deliverables
The project evolved beyond a traditional website refresh into a broader exploration of service design, trust, and business positioning.
Alongside delivering a more polished and conversion-focused digital experience, the work uncovered key strategic considerations around audience definition, emotional service delivery, and operational readiness that would influence the future direction of the service.
-
Refreshed the website experience and improved clarity, usability, trust, and conversion
-
Redesigned the customer journey and booking flow through wireframes and interactive prototypes
-
Evolved the visual identity into a more polished and sophisticated extension of the existing brand palette
-
Improved communication of the service offering, helping users better understand the value proposition and next steps
-
Conducted competitor and heuristic evaluations to benchmark against commercial moving and relocation services
-
Identified broader service design and business proposition challenges beyond the original UX brief
-
Recommended further ideation, service blueprinting, audience prioritisation, and operational planning before future expansion
-
Helped shift the project from a simple website refresh into a broader conversation around trust, emotional service delivery, and human-centred service strategy
