i
goGlocal
Improved product feature structure,
higher discoverability and reduced drop-offs
[UX Design]
[Visual Design System]
[Motion Graphics]
Context
goGlocal is an Indian startup that helps small and medium-sized enterprises expand globally with its tech-driven solutions. The platform bundles services such as product listing, compliance, logistics, and global payments.
Challenge
After launching three products, goGlocal found that users struggled to grasp its value proposition. Website analytics showed early drop-offs, and potential customers frequently questioned product fit, often comparing it to platforms like Meesho and Shiprocket.
Finding the Gaps and User Concerns
We began by analysing the underlying structure of goGlocal, knowing that design issues often reflect deeper problems at the core level. Through user research, study of user behaviour and patterns, inputs from product managers, and competitor benchmarking, we identified significant gaps in how information is delivered to users, setting the stage for targeted improvements.
One of the key insights was observing that the product structure mirrors internal product silos rather than the user’s tasks which leads to confusion. Presence of the same or related features across multiple products makes it difficult for users to understand where they are in their journey.
Key Issue
Repeated features and multiple products for a single service confused users, making the process seem unnecessarily complex.
Reaching the Solution
goGlocal’s key target users are MSMEs, who often find the business expansion process intimidating and get stuck along the way. For them to trust goGlocal with their business, they need a clear understanding of what they can do on the platform and reassurance that goGlocal's products can fulfil their requirements without relying on third parties. The solution was designed to address these needs, with a new product structure, UX flow, and design system
User Journey with Improved Flow
Defining the user flows for key actions on the site to help users navigate in a predictable and intuitive manner, reducing cognitive load. The new user flows show a lower chance of drop-offs.
Value Addition
The new structure presents the complete global expansion journey to the users allowing them to easily identity required goGlocal products as per their current business stage.
Guesswork
–>
End-to-end clarity
Indecision
–>
Faster product fit
INFORMATION ARCHITECTURE (IA)
Linking entry points: The site had three primary entry paths through the homepage, via product promotions and program promotions. We designed a connected flow that ensures no matter where users start, they are guided towards GoGlocal’s core offerings.
UI DESIGN SYSTEM:
GoGlocal aims to inspire businesses of all sizes in India to expand globally, from local sellers to large D2C enterprises. To reflect this ambition, we moved away from the commonly used style in the industry and adopted the iconic Ligne-claire style. Specialist terminology can intimidate new sellers, and illustrations help explain features more clearly than images alone.
goGlocal is a fast growing startup with evolving services. A flexible, modular UI system with stackable components and an extensive component system enabled teams to adapt quickly while maintaining visual consistency.
UI KIT AND HANDOFF:
The color palette differentiates the brand from the competitors. Colours were paired by calibrating lightness and saturation to maintain clear contrast. High contrast pairs are used for text and primary CTAs, while moderate contrasts support secondary highlights, illustrations and interaction states. The result is distinctive and accessible.
The typographic palette with Nuform Sans and Graphik gives the brand a fresh voice and supports its accessible, tech-friendly stance. Nuform Sans is used selectively as a display font, while Graphik, with its high legibility, is applied across text-heavy UI elements.
An extensive kit was delivered with component families, a comprehensive icon library, card patterns, input and tag systems, and content blocks that are text led, illustration led or media led. This enables the team to maintain consistency while adapting the UI system to evolving business offerings.
IMPACT:
Shorter path to product fit before sign-ups and demos: The new structure explains product features with reduced cognitive load and less guesswork. Users approach signups and demos with more confidence and fewer detours.
Increase in website form enquiries and 100+ sellers within six months of launch: The ideal journey ends with a product form that connects sellers with goGlocal. The redesign created clear pathways and well-timed CTAs, increasing form enquiries and sending higher-quality leads to sales.
The site is live at www.goglocal.live ↗
