GoCo.io is a U.S.-based HR, benefits, and payroll platform designed to help small and mid-sized businesses manage their workforce more efficiently. GoCo is known for its user-friendly interface and flexibility in adapting to company-specific HR workflows. It's often used by companies looking to modernize or digitize their HR processes without switching payroll providers.
GoCo.io is a U.S.-based HR, benefits, and payroll platform designed to help small and mid-sized businesses manage their workforce more efficiently. GoCo is known for its user-friendly interface and flexibility in adapting to company-specific HR workflows. It's often used by companies looking to modernize or digitize their HR processes without switching payroll providers.
GoCo.io is a U.S.-based HR, benefits, and payroll platform designed to help small and mid-sized businesses manage their workforce more efficiently. GoCo is known for its user-friendly interface and flexibility in adapting to company-specific HR workflows. It's often used by companies looking to modernize or digitize their HR processes without switching payroll providers.
Year
2022-2025
2022-2025
Industry
SaaS, HR Tech
SaaS, HR Tech
Scope of work
Research, UX Design, UI, Web Design, Web/Mobile
Research, UX Design, UI, Web Design, Web/Mobile
The Challenge - Reports
The Challenge - Reports
The Challenge - Reports
Goco.io empowers HR teams with tools to manage onboarding, benefits, payroll, and compliance. While the core platform was robust, the Reports section was one of the most underutilized features. Our support team reported that nearly 30% of inbound questions were related to report generation, it was costing us time and user trust. Feedback from customers consistently pointed to it being:
Goco.io empowers HR teams with tools to manage onboarding, benefits, payroll, and compliance. While the core platform was robust, the Reports section was one of the most underutilized features. Our support team reported that nearly 30% of inbound questions were related to report generation, it was costing us time and user trust. Feedback from customers consistently pointed to it being:
Goco.io empowers HR teams with tools to manage onboarding, benefits, payroll, and compliance. While the core platform was robust, the Reports section was one of the most underutilized features. Our support team reported that nearly 30% of inbound questions were related to report generation, it was costing us time and user trust. Feedback from customers consistently pointed to it being:
Unintuitive to navigate
Lacking clear guidance on how to configure reports
Cumbersome to filter and export data
Understanding the problem (Reports)
Understanding the problem (Reports)
Understanding the problem (Reports)
HR managers faced friction using the Reports feature, with unclear workflows, inefficient tasks, and low engagement. To ground the redesign in real business context, I conducted interviews with 6 mid-sized client HR managers, analyzed metrics and support data, and audited the platform.
HR managers faced friction using the Reports feature, with unclear workflows, inefficient tasks, and low engagement. To ground the redesign in real business context, I conducted interviews with 6 mid-sized client HR managers, analyzed metrics and support data, and audited the platform.
HR managers faced friction using the Reports feature, with unclear workflows, inefficient tasks, and low engagement. To ground the redesign in real business context, I conducted interviews with 6 mid-sized client HR managers, analyzed metrics and support data, and audited the platform.
01
Confusing Column Selection
Managers were unsure which columns to select, leading to mistakes.
01
Confusing Column Selection
Managers were unsure which columns to select, leading to mistakes.
01
Confusing Column Selection
Managers were unsure which columns to select, leading to mistakes.
01
Confusing Column Selection
Managers were unsure which columns to select, leading to mistakes.
02
Low Engagement
Reports usage was low (<28% active monthly), and filtering/scheduling features were underused.
02
Low Engagement
Reports usage was low (<28% active monthly), and filtering/scheduling features were underused.
02
Low Engagement
Reports usage was low (<28% active monthly), and filtering/scheduling features were underused.
02
Low Engagement
Reports usage was low (<28% active monthly), and filtering/scheduling features were underused.
03
Inefficient Workflows
Rework and duplicate report generation were common; exports often failed due to misconfigured filters.
03
Inefficient Workflows
Rework and duplicate report generation were common; exports often failed due to misconfigured filters.
03
Inefficient Workflows
Rework and duplicate report generation were common; exports often failed due to misconfigured filters.
03
Inefficient Workflows
Rework and duplicate report generation were common; exports often failed due to misconfigured filters.
Design Strategy & Execution
Design Strategy & Execution
Design Strategy & Execution
The design strategy focused on simplifying operational workflows, reducing task friction, and improving system clarity for HR teams. By streamlining core flows and unifying the interface, the redesign improved efficiency, reduced errors, and enhanced overall task completion speed. As a Senior Product Designer on this initiative, I was responsible for:
The design strategy focused on simplifying operational workflows, reducing task friction, and improving system clarity for HR teams. By streamlining core flows and unifying the interface, the redesign improved efficiency, reduced errors, and enhanced overall task completion speed. As a Senior Product Designer on this initiative, I was responsible for:
The design strategy focused on simplifying operational workflows, reducing task friction, and improving system clarity for HR teams. By streamlining core flows and unifying the interface, the redesign improved efficiency, reduced errors, and enhanced overall task completion speed. As a Senior Product Designer on this initiative, I was responsible for:
01
Clear Entry & Guided Setup
Added title and description fields for clarity on each report.
Split report-building into 3 intuitive steps: Fields → Filters → Schedule.
Preview-first approach lets users validate results before saving or exporting.
01
Clear Entry & Guided Setup
Added title and description fields for clarity on each report.
Split report-building into 3 intuitive steps: Fields → Filters → Schedule.
Preview-first approach lets users validate results before saving or exporting.
01
Clear Entry & Guided Setup
Added title and description fields for clarity on each report.
Split report-building into 3 intuitive steps: Fields → Filters → Schedule.
Preview-first approach lets users validate results before saving or exporting.
01
Clear Entry & Guided Setup
Added title and description fields for clarity on each report.
Split report-building into 3 intuitive steps: Fields → Filters → Schedule.
Preview-first approach lets users validate results before saving or exporting.
02
Visual & UX Improvements
Introduced modular cards for field selection and filters.
Clear action button states: Generate, Save, Download.
Real-time feedback reduces configuration errors.
02
Visual & UX Improvements
Introduced modular cards for field selection and filters.
Clear action button states: Generate, Save, Download.
Real-time feedback reduces configuration errors.
02
Visual & UX Improvements
Introduced modular cards for field selection and filters.
Clear action button states: Generate, Save, Download.
Real-time feedback reduces configuration errors.
02
Visual & UX Improvements
Introduced modular cards for field selection and filters.
Clear action button states: Generate, Save, Download.
Real-time feedback reduces configuration errors.
03
Smart Defaults & Contextual Guidance
Automatically pre-filled suggested fields for common report types.
Contextual tooltips and progress indicators to guide users.
Streamlined workflow reduces rework and duplicate reports.
03
Smart Defaults & Contextual Guidance
Automatically pre-filled suggested fields for common report types.
Contextual tooltips and progress indicators to guide users.
Streamlined workflow reduces rework and duplicate reports.
03
Smart Defaults & Contextual Guidance
Automatically pre-filled suggested fields for common report types.
Contextual tooltips and progress indicators to guide users.
Streamlined workflow reduces rework and duplicate reports.
03
Smart Defaults & Contextual Guidance
Automatically pre-filled suggested fields for common report types.
Contextual tooltips and progress indicators to guide users.
Streamlined workflow reduces rework and duplicate reports.
My Roles
My Roles
My Roles
I served as the lead Product Designer, leading the redesign of the GoCo platform. I conducted research, mapped user flows, designed wireframes, prototypes and collaborated closely with product and engineering, and presented design iterations to stakeholders while testing regularly with users
I served as the lead Product Designer, leading the redesign of the GoCo platform. I conducted research, mapped user flows, designed wireframes, prototypes and collaborated closely with product and engineering, and presented design iterations to stakeholders while testing regularly with users
I served as the lead Product Designer, leading the redesign of the GoCo platform. I conducted research, mapped user flows, designed wireframes, prototypes and collaborated closely with product and engineering, and presented design iterations to stakeholders while testing regularly with users
Worked on high-impact features: Home Page, Reports, Team Surveys, etc
Worked on high-impact features: Home Page, Reports, Team Surveys, etc
Worked on high-impact features: Home Page, Reports, Team Surveys, etc
Defined and documented a new design system for platform-wide consistency.
Defined and documented a new design system for platform-wide consistency.
Defined and documented a new design system for platform-wide consistency.
Redesigned onboarding flows, reducing drop-off and increasing activation.
Redesigned onboarding flows, reducing drop-off and increasing activation.
Redesigned onboarding flows, reducing drop-off and increasing activation.
Revamped the design process with the Director of Design.
Revamped the design process with the Director of Design.
Revamped the design process with the Director of Design.
Redesigned the GoCo website with the marketing team.
Redesigned the GoCo website with the marketing team.
Redesigned the GoCo website with the marketing team.
Collaborated with cross-functional teams to deliver high-quality designs.
Collaborated with cross-functional teams to deliver high-quality designs.
Collaborated with cross-functional teams to deliver high-quality designs.
Primary Goals
Primary Goals
Primary Goals
01
Improve usability and clarity of report creation
01
Improve usability and clarity of report creation
01
Improve usability and clarity of report creation
01
Improve usability and clarity of report creation
02
Reduce support tickets related to reports
02
Reduce support tickets related to reports
02
Reduce support tickets related to reports
02
Reduce support tickets related to reports
03
Increase customer satisfaction and engagement
03
Increase customer satisfaction and engagement
03
Increase customer satisfaction and engagement
03
Increase customer satisfaction and engagement
04
Lay the groundwork for future scheduling features
04
Lay the groundwork for future scheduling features
04
Lay the groundwork for future scheduling features
04
Lay the groundwork for future scheduling features
Impact
Impact
Impact
The redesign resulted in:
The redesign resulted in:
The redesign resulted in:
Report Creation Time
Report Creation Time
Customer Satisfaction
Customer Satisfaction
Support Tickets
Support Tickets
Research
Research
Research
Strategy
Strategy
Strategy
Redesign
Redesign
Redesign
Results
Results
Results
Before Redesign
Confusing column selection and table layout
Low engagement with Reports (<28% active monthly)
Frequent rework and duplicate reports due to misconfigured filters
Before Redesign
Confusing column selection and table layout
Low engagement with Reports (<28% active monthly)
Frequent rework and duplicate reports due to misconfigured filters
Before Redesign
Confusing column selection and table layout
Low engagement with Reports (<28% active monthly)
Frequent rework and duplicate reports due to misconfigured filters
Before Redesign
Confusing column selection and table layout
Low engagement with Reports (<28% active monthly)
Frequent rework and duplicate reports due to misconfigured filters
After Redesign
Simplified, step-by-step report creation flow
Modular UI and preview-first approach for faster completion
Smart defaults, real-time feedback, and clear actions reduced errors
Reports usage increased and support tickets decreased
After Redesign
Simplified, step-by-step report creation flow
Modular UI and preview-first approach for faster completion
Smart defaults, real-time feedback, and clear actions reduced errors
Reports usage increased and support tickets decreased
After Redesign
Simplified, step-by-step report creation flow
Modular UI and preview-first approach for faster completion
Smart defaults, real-time feedback, and clear actions reduced errors
Reports usage increased and support tickets decreased
After Redesign
Simplified, step-by-step report creation flow
Modular UI and preview-first approach for faster completion
Smart defaults, real-time feedback, and clear actions reduced errors
Reports usage increased and support tickets decreased
Credits
Credits
More Projects
More Projects
More Projects
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Have a project in mind?
Let’s talk
Let’s talk
Let’s talk
Tell me about the product you’re building and the problems you’re trying to solve
Tell me about the product you’re building and the problems you’re trying to solve
Tell me about the product you’re building and the problems you’re trying to solve
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