UP BY GOGO
creating jobs for people who have complex barriers to employment and ensure moving between homes leaves a positive impact on the environment
THE PROBLEM
Up by GoGo is a new social enterprise seeking to ease the stress of moving by providing empathetic removal services and minimising waste through repurposing items. The business aims to acquire more corporate clients to drive growth.
The website needed optimisation to boost enquiries and conversions for Up by GoGo's relocation services. Research was required to understand target audiences like housing providers and identify user experience improvements.
​Key challenges involved communicating Up by GoGo's unique value proposition around waste reduction and social impact, building trust and confidence in the quality of services, and streamlining website navigation to simplify quote requests. Enhancing the digital experience would make the moving process feel less daunting for clients.
HIGH LEVEL TIMELINE
12 weeks
MY ROLE
Product design and Research
KEY GOAL
To revamp the website to better showcase the brand's services and social mission
MY ROLE
As a UX designer, I conducted in-depth research through user interviews, journey mapping, and competitive analysis to gain insights into target user needs and motivations. I synthesised findings to develop representative personas and identify pain points in the user experience.
Leveraging UX best practices, I designed and iterated on wireframes focused on simplifying the quote and booking process. My prototype aimed to highlight unique value propositions, build trust through social proof, and create a clean, consistent, and visually engaging interface.
​This project allowed me to apply user-centered design techniques to create a website experience that would resonate with Up by GoGo's audiences. My role encompassed research, analysis, prototyping and synthesis to arrive at solutions addressing core business goals around acquisition and conversion.
UNDERSTANDING THE USER
The primary users were identified as housing providers, aged care services, and real estate agents looking to secure trustworthy removal partners. Research uncovered they valued clear service information, reasonable pricing, and simplicity in requesting quotes.
Two core user groups emerged - end users seeking stress-free moves and referral partners wanting reputable partners. User interviews highlighted needs for transparency, efficiency, and reliability. Journey mapping revealed pain points around uncertainty and complexity.
​Developed personas encapsulated key audience segments, with the goal of catering the website experience to their distinct motivations. Emphasising unique value propositions around waste reduction and showcasing authentic customer feedback addressed user needs for credibility and confidence in services.
USER PERSONA
The website's user experience strategy targeted two main user groups: the End User (Primary Customer) and the Referral Partner (Secondary Customer).
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•End User (Primary Customer): This user is seeking a removal service and might already be stressed by the moving process. They are looking for a trustworthy service provider that can simplify the process. The company's unique value proposition is essential to this user as it influences their purchasing decision.
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•Referral Partner (Secondary Customer): This user seeks a reliable partner to ensure their clients' needs are met and to align with their own needs as well. They want to collaborate with businesses that have a strong reputation and are considered a superior choice.
BREAKING DOWN THE PROCESS
My design process followed established UX methodology to inform solutions.
Initial user interviews and competitive analysis uncovered target audience insights.
Personas and journey mapping visualised key behaviours and pain points.
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Low-fidelity sketches and card sorting exercises helped shape information architecture.
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Iterative prototypes were tested with users to refine layouts andflows.
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Feedback drove revisions to better meet needs.
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​By synthesising research findings with industry best practices, the final clickable prototype balanced business goals with user goals.
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Strategic calls-to-action, transparent pricing, and social proof elements aimed to boost trust and conversions.
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The user-centered approach placed their needs first.
THESE WERE SOME KEY BENEFITS OF THE
UX STEPS TAKEN ​
Competitor Analysis Reveals Market Approaches
Studying other removal and waste reduction services showcased strengths around concierge offerings, provider selection, utility connections, and moving checklists.
Journey Mapping Visualises User Experience
Mapping user actions, emotions, and pain points across service touchpoints provided insights into areas for website enhancement.
Prototyping Iteratively Refines Design
Sharing low-fidelity prototypes with users enabled gathering feedback to refine layouts and flows for an optimal user experience.
Consistent Branding Provides Familiarity
Maintaining uniform design elements like icons and navigation fosters intuitive interactions and user confidence.
Social Proof Builds Credibility
Incorporating authentic customer testimonials, reviews, and ratings helps establish trust and confidence in the quality of services.
USER JOURNEY
The user journey map visualised the experience of two core user groups engaging with Up by GoGo's services - the end user seeking a stress-free move and the referral partner looking for a reliable removal partner.
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It mapped out key emotional states and actions across various touchpoints. In the initial awareness phase, users feel uncertain and have questions around services and pricing. During information gathering, they seek details on operations and social proof. When requesting a quote, frustration can arise if the process is unclear.
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The decision to book sparks positive emotions of reassurance and confidence if the website establishes trust and transparency. After booking, users want visibility into next steps and expect efficient service delivery.
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The journey map enabled identifying pain points around website navigation complexity, limited social proof, and unclear pricing. It also revealed drivers like simplicity, reliability and value that shape positive emotions. These insights informed design decisions to optimise user experience.
LESSONS LEARNED
User interviews and journey mapping revealed needs for simplicity, transparency, and reliability when selecting removal services. Competitor analysis highlighted approaches for building trust and credibility.
To address these insights, methods like consistent branding, prominent calls-to-action, and incorporation of social proof were proposed. Suggestions included optimising user flows, spotlighting unique value propositions, and enhancing visual appeal.
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​Testing prototypes iteratively enabled refining the balance between user and business goals. Final solutions aimed to establish trust and streamline quote requests through clear pricing, service details, and customer testimonials. Applying UX best practices tailored the experience.
GALLERY
The images shown here are screenshots from the original version of the website.At that time, the site had a very basic, outdated layout that consisted only of a landing page with minimal information.
It was clear the site was in need of a full revamp in order to modernise the design, improve navigation, and add more comprehensive content.
Previously the UP BY GOGO site consisted only of a simple landing page, the redesigned and improved website features dedicated pages for all sections that were built out from the original home page.
There is now a services page providing details on offerings, as well as a partners page with information for collaborators.
Additionally, a referral log in and partner log in portal were created to provide access to relevant content.
The updated website contains significantly expanded navigation and content compared to the original, with specific pages optimised for different audiences.
The revamped site offers an enhanced user experience for all visitors and serves as a showcase of the organisation's modernised online presence and capabilities.
