End to End UX Design for GoComet
Design Strategy and UX Case Study
GoTrack is a shipment tracking platform exploring a shift toward a product-led growth model to expand its user base and improve retention. I partnered with the product manager to design and test three acquisition models—Free, Freemium, and Free Trial—focused on small and mid-sized businesses managing under 100 shipments. Our goal was to make the free tool both a marketing channel and a self-serve entry point, encouraging users to sign up, track shipments, and stay engaged over time.
Problem Statement
While GoTrack’s enterprise customers were supported by a dedicated sales team, smaller users were expected to self-onboard through the product. However, conversion and engagement metrics were low. Users often dropped off after the free trial or after signing in, suggesting friction in the onboarding process. Initial observations revealed inconsistencies between the trial and logged-in experiences, leading to confusion and low trust.
User Research
To uncover the reasons behind these drop-offs, I collaborated with the product manager to study how users discovered, signed up for, and interacted with GoTrack’s free tools. We conducted:
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User interviews with small-business users to understand motivations, expectations, and frustrations.
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Heuristic evaluation to identify usability gaps and inconsistencies across trial and signed-in screens.
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Clickstream and event analysis to trace where users exited during signup and tracking creation.
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Sentiment analysis of feedback to map emotional highs and lows through the journey.
Analysis and Synthesis
The findings informed our Affinity Mapping and User Journey Map, which revealed two separate Discover and Use phases—users experienced a jarring shift when moving from the trial to the full interface, leading to early disengagement.
Design Solutions
Based on these insights, we focused on simplifying onboarding and creating a seamless transition from trial to use.
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Unified the UI across trial and signed-in modes to provide visual consistency and reduce cognitive friction.
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Introduced a “Quick Add Tracking” panel so users could start tracking shipments from anywhere in the product. The placement and behavior were refined through A/B and multivariate testing.
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Designed a structured onboarding flow that guided users through their first tracking setup. We tested multiple variants—text-based walkthroughs, short explainer videos, and gamified experiences with points and extended trial durations.
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While gamification and rewards successfully increased the average number of trackings from 1 to 3, feedback showed that the experience sometimes felt forced or distracting—highlighting valuable opportunities for improvement.
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Refined signup prompts and experimented with copy and placement. The version that performed best—“Sign up to receive notifications on WhatsApp”—helped users see immediate value in signing up.
UI Design Snapshots
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Design changes in the enterprise platform list page
Design changes in the details page
Testing different components in left and right panel based on Hotjar results
Outcome / Impact
The redesigned onboarding experience created a smoother and more consistent entry into the product, improving clarity and user confidence.
As a result:
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Signups increased by 18%.
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Average trackings per user rose from 1 to 3 in the free version.
These improvements strengthened the product’s ability to drive organic growth and gave the team a scalable foundation for testing future acquisition models across the Free, Freemium, and Free Trial tiers.
LEARNINGS
This project reinforced how critical early impressions are in a product-led growth model. Even small UX inconsistencies or unclear transitions can break trust and derail engagement. Through extensive A/B testing, I learned the importance of balancing motivation and simplicity—while gamification can drive short-term activity, true retention comes from reducing friction and aligning with user intent. The experience deepened my understanding of designing for behavioral outcomes within growth-focused product ecosystems.