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2024
Expanding a business globally can be an intimidating process, especially for small-scale sellers and newcomers. goGlocal is a fast-growing Indian startup that offers tech-enabled services to help businesses set up, manage and scale their operations across global markets.
goGlocal observed confusion among potential customers. The project focused on addressing this gap by redesigning the website experience through restructuring business offerings and redesigning the UX and UI system. The new design system was then adopted across all products and programs.
UX DESIGN
PROJECT GOALS:
Improved products & features structure
User-centric site structure
Competitive & aspirational visual style
Effective adaptable UI design system
FINDING THE GAPS:
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. Competitive brands in this industry follow a similar Corporate Memphis 3D visual style. goGlocal was getting lost in this crowded corporate visual landscape, and its strengths in high customisation and cross-industry coverage were not reaching the audience.
RE-STRUCTURED PRODUCT FEATURES:
New structure is built around the seller’s end-to-end journey, reducing cognitive load and guesswork. It helps users understand the brand more intuitively by first identifying which stage they are at, then recognising which product they need, and finally seeing the exact capabilities included.
USER FLOW
Defining the user flows for key actions on the site to help users navigate in a predictable and intuitive manner, reducing cognitive load, especially for first-time sellers. The new user flows show a lower chance of drop-offs and generate more informed sales leads.
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.
Information Delivery: Presenting different sections with distinct information structures helps users understand the individual components such as programmes, marketplace partners and platform features more clearly.
UI DESIGN SYSTEM:
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.
goGlocal is a fast growing startup with evolving services. A flexible, modular UI system that allows pages and product surfaces to be updated was designed. Stackable components and a structured system enabled teams to adapt quickly while maintaining visual consistency. Specialist terminology can intimidate new sellers, and illustrations help explain features more clearly than images alone.
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 ↗
