The new GoTo, a suite of communication and collaboration products to empower knowledge workers
We began to see our products as pieces of a larger puzzle, capable of coming together to support the wide variety of workflows our users relied on daily.
This shift required more than harmonizing the design and user experience across the products. It meant introducing entirely new ways for users to move seamlessly between them, with escalation flows that adapted to their needs in the moment.
At the same time, we aimed to align with business priorities by making the solutions more intuitive for buyers, all while optimizing our technology stack to reduce costs and improve delivery speed.
It’s about how they get it done
Empower everyone to thrive in their work-life in-office, remotely, or in a hybrid setup
Rebuild our products in a cohesive way and support users, admins, and buyers’ workflows
Streamline our technology platform, and speeding up delivery of requested features.
My role as a
Senior Design Manager
Organizational leadership
Supporting and driving change by reorganizing the teams and breaking down product silos within the company
Expanding ownership principles across multiple products and establishing new roles for accessibility, platform, and other specific needs.
Holistic product strategy
Fostering an end-to-end mindset to enhance collaboration and support new initiatives
Shifting focus from individual products to a portfolio approach, while balancing the needs of users, admins and buyers.
Cross-functional alignment
Nuancing the buyer and end-user personas, guiding design to support the buyer's decision-making power within the target market
Balancing business, technology, and design by integrating market insights into design and aligning design with technical decisions.
Designing the right things
This time, the focus wasn't on innovating something entirely new, but on unifying our main products into a cohesive suite that serves users in the best way possible. We began by assessing what we had and what we knew.
We conducted a product audit and feature inventory to list and compare each product's features, identify overlaps and gaps, and determine which current versions offered the best user experience.
We (re)mapped user flows and examined our information architecture (IA) to understand how different tools and features were being used and how they could be unified into one seamless experience without overwhelming users. Here, we shifted our focus from personas and journey maps to the jobs-to-be-done (JTBD) framework.
The technical feasibility wasn't a matter of if but how, which led us to work closely with engineering to assess the challenges of merging the products into a single suite.
We pushed our design system even further to ensure visual and functional consistency across the entire suite, while also reflecting the new company brand values (LogMeIn became GoTo).
How to design things right?
With the new JTBDs in hand, we started viewing our products as puzzle pieces that could be combined in various ways to best support users' different workflows. This meant not only harmonizing the look and feel of the former products but also introducing new 'escalation' flows and ultimately building a suite bundled together into a unique app.
How users would flow through our products within the unified app
It wasn’t just about redesigning features; it was about rethinking how our products complement each other and truly empower individuals to thrive in any work environment
Breaking down the silos
“Organizations which design systems are constrained to produce designs which are copies of the communication structures of these organizations.”
Melvin Conway
To build the unified product we thought the market needed, we needed to internally unify ourselves in a way that would reflect on the product. If we want to break the boundaries between our products, we had to break down the product silos we were organized into, and also reimagine the way we work together…
New design principles for aligned decisions
Design principles and systems serve as conversation platforms between designers, engineers, and product managers, aligning design and experience decisions while fostering mutual trust.
A finally unified experience!
The products were successfully unified into a cohesive design and user experience that not only streamlined workflows but also embodied the company’s new branding and values. This transformation aligned the product suite under a shared vision, reflecting a seamless, modern identity while staying true to the needs of our users and the mission of the business.
We aligned and unified 4 products, rebuilt the flows and the information architecture, and translated the new values and branding into one beautiful and productive new app. Contact me if you want to see more flows and screens.
SUCCESS!
Successful and seamless transition to the new global app (without forced upgrade)
+20%
session shares in <6 months
+4.18%
on CES after unification and rebranding
For a presentation including more details and the learnings of this project, please contact me