Gomada: team engagement platform
A relationship-based engagement platform that helps remote leaders measure engagement, get a science-backed plan, and run no-prep activities, contributing to an NPS of 8.5 and a 7.63% increase in Activation Rate.
2022 - 2023
-
· B2B SaaS · Product Design ·
Scroll
Overview
My role
UX & UI
Team Composition
1 UX/UI Designer (me) + 3 Founders + 1 Project Manager + 3 Developers + 1 part-time Visual Designer
Remote teams often drift into "transactional collaboration": meetings stay functional, but relationships weaken — and managers only notice the cost once retention or performance drops. Gomada tackles this by turning team connection into a measurable and repeatable practice: pulse signals → actionable plan → guided activities that strengthen relationships.
My goal was to make the product feel effortless for managers while staying credible for People Ops. That meant telling a clear story on the marketing site, designing a first-run experience that gets teams to an "aha" moment quickly, and shaping interaction patterns that keep quieter team members included.
Challenge
Remote managers need a fast, low-effort way to understand how their team is doing and run effective team-building sessions, without heavy surveys or time-consuming facilitation.
Business Goals
Increase trial-to-activation by helping new teams experience value quickly, being the first "aha" moment: "I know what to do next and it's easy to run." This builds the foundation for a Teams plan and Slack integration.
Key Pain Points
01
Team-building felt like extra work — finding activities, rules, facilitation.
02
Tools either measured engagement without guidance, or offered activities without measurement.
03
Hybrid/distributed dynamics made some people feel left out, or quieter voices go unheard.
Problem to solve
How might we help remote managers quickly and continuously understand team engagement and turn those insights into clear, inclusive, low-effort actions and guided activities, without requiring heavy surveys or time-consuming facilitation, so distributed teams can build trust and belonging across time zones?
Discovery
I started by aligning on the business intent with the client, then validated and refined the problem through lightweight high-signal research.
Research and discovery methods used:
Semi-structured interviews.
Interviews: 6 interviews with remote managers and people ops.
Short survey: around 48 respondents to validate constraints and decision drivers.
Competitive scan: pulse survey tools, virtual event platforms and team-building activity libraries.
"I need direction, not just a score. Tell me what to do next."
Key Insights
Managers wanted a trusted plan:
Scores alone don't drive action, managers need a trusted plan to follow.
Managers are time-poor:
If setup takes more than ~10 minutes, it gets postponed. "No prep" is a must-have.
Psychological safety is fragile remotely:
Activities must feel inclusive for quieter members and new joiners.
Habits need automation:
Lightweight moments throughout the week help teams connect between sessions.
Strategy
I translated the insights into a simple strategy: reduce cognitive load for first-time users and make "value" visible within the first session. The North Star experience was: in the first 15 minutes, a manager should understand what Gomada does and feel confident starting the first activity.
Strategy methods
Primary persona is Remote Manager:
Owns team performance and wellbeing, limited time, wants concrete steps and quick wins.
Secondary persona is People Ops:
Needs credibility, consistent participation and visibility over time.
User journey (MVP):
Land on site → understand value → start trial → set up team → collect pulse → see dashboard → receive plan → schedule activity → run activity → reflect and repeat.
Information architecture three pillars:
Engage (activities), Measure (dashboard) and Recommend (plan).
Solution
I designed for clarity first, then layered trust and delight. The MVP focused on three connected surfaces: Engage, Measure and Recommend.
I iterated across multiple versions, simplifying copy, reducing decision points, and making CTAs more specific and task-oriented (e.g. "See how it works" instead of "Learn more").
Key screens narrative
Activity timeline (home):
It's the manager's control centre. Shows upcoming scheduled activities plus a quick engagement snapshot, with shortcuts into measurement. Previous version (V1) was a simple list. V2 introduced system-ordered sequences based on team measurements.
Measurement & insights:
Dashboard that makes engagement visible and actionable, prioritising trends and focus areas over dense analytics.
Recommended plan + guided activities:
Designed as a checklist with context — what to do, why it matters, how long it takes. Activities linked to specific team dimensions (e.g. Appreciation Shower → strengthen relationships; Ups & Downs → develop purpose). Optimised for inclusivity, simple instructions, clear pacing, prompts for quieter participants.
Testing
Two rounds of unmoderated task-based usability tests. Tasks: explain what Gomada does in one sentence; find what to do if your team needs stronger relationships; start an activity. Plus stakeholder reviews on positioning and monetisation story.
What usability testing helped uncover
Users instantly understood "activities" but needed clearer messaging that Gomada also measures and recommends.
The step-by-step plan concept reduced decision fatigue and increased confidence.
Final Designs
The final design, V3, became a hybrid model: Guidance with control, offering flexibility + guidance. On V2, the recommended order improved clarity but it felt too fixed for managers who needed to respond to their team’s context week to week. We then evolved into a hybrid model for V3.
The timeline still highlighted the best next activities based on the current measurements and dimensions, but managers could also add an activity of their choice to the timeline at any moment. This allowed users to keep control while consistently surfacing the strongest option for the team’s needs. V3 acknowledged that managers are not just executors of a plan, they are the ones closest to their team's reality day to day.
Results
After improving first-run clarity and reinforcing the three-pillar narrative.
01
NPS
8.5
02
Activation Rate
+7.63%
Learnings
What I've Learned
Engagement products succeed when they convert insight into action, not when they add more dashboards.
"No prep" is not a tagline. It is a system of design decisions that remove friction end-to-end.
What I'd do differently
Add a small set of moderated tests earlier to capture trust signals and emotional reactions around measurement.
Define a clearer engagement framework and terminology upfront to prevent misinterpretation across roles.
Next Steps
Slack-Bot moments to build connection automatically throughout the week, make Slack integration a first-class flow.
Add "between-question discussion time" controls in activities to address pacing feedback.
Expand inclusivity patterns: quieter-member participation, accessibility checks and time-zone friendly scheduling.
Gomada: team engagement platform
A relationship-based engagement platform that helps remote leaders measure engagement, get a science-backed plan, and run no-prep activities, contributing to an NPS of 8.5 and a 7.63% increase in Activation Rate.
2022 - 2023
-
· B2B SaaS · Product Design ·
Scroll
Overview
My role
UX & UI
Team Composition
1 UX/UI Designer (me) + 3 Founders + 1 Project Manager + 3 Developers + 1 part-time Visual Designer
Remote teams often drift into "transactional collaboration": meetings stay functional, but relationships weaken — and managers only notice the cost once retention or performance drops. Gomada tackles this by turning team connection into a measurable and repeatable practice: pulse signals → actionable plan → guided activities that strengthen relationships.
My goal was to make the product feel effortless for managers while staying credible for People Ops. That meant telling a clear story on the marketing site, designing a first-run experience that gets teams to an "aha" moment quickly, and shaping interaction patterns that keep quieter team members included.
Challenge
Remote managers need a fast, low-effort way to understand how their team is doing and run effective team-building sessions, without heavy surveys or time-consuming facilitation.
Business Goals
Increase trial-to-activation by helping new teams experience value quickly, being the first "aha" moment: "I know what to do next and it's easy to run." This builds the foundation for a Teams plan and Slack integration.
Key Pain Points
01
Team-building felt like extra work — finding activities, rules, facilitation.
02
Tools either measured engagement without guidance, or offered activities without measurement.
03
Hybrid/distributed dynamics made some people feel left out, or quieter voices go unheard.
Problem to solve
How might we help remote managers quickly and continuously understand team engagement and turn those insights into clear, inclusive, low-effort actions and guided activities, without requiring heavy surveys or time-consuming facilitation, so distributed teams can build trust and belonging across time zones?
Discovery
I started by aligning on the business intent with the client, then validated and refined the problem through lightweight high-signal research.
Research and discovery methods used:
Semi-structured interviews.
Interviews: 6 interviews with remote managers and people ops.
Short survey: around 48 respondents to validate constraints and decision drivers.
Competitive scan: pulse survey tools, virtual event platforms and team-building activity libraries.
"I need direction, not just a score. Tell me what to do next."
Key Insights
Managers wanted a trusted plan:
Scores alone don't drive action, managers need a trusted plan to follow.
Managers are time-poor:
If setup takes more than ~10 minutes, it gets postponed. "No prep" is a must-have.
Psychological safety is fragile remotely:
Activities must feel inclusive for quieter members and new joiners.
Habits need automation:
Lightweight moments throughout the week help teams connect between sessions.
Strategy
I translated the insights into a simple strategy: reduce cognitive load for first-time users and make "value" visible within the first session. The North Star experience was: in the first 15 minutes, a manager should understand what Gomada does and feel confident starting the first activity.
Strategy methods
Primary persona is Remote Manager:
Owns team performance and wellbeing, limited time, wants concrete steps and quick wins.
Secondary persona is People Ops:
Needs credibility, consistent participation and visibility over time.
User journey (MVP):
Land on site → understand value → start trial → set up team → collect pulse → see dashboard → receive plan → schedule activity → run activity → reflect and repeat.
Information architecture three pillars:
Engage (activities), Measure (dashboard) and Recommend (plan).
Solution
I designed for clarity first, then layered trust and delight. The MVP focused on three connected surfaces: Engage, Measure and Recommend.
I iterated across multiple versions, simplifying copy, reducing decision points, and making CTAs more specific and task-oriented (e.g. "See how it works" instead of "Learn more").
Key screens narrative
Activity timeline (home):
It's the manager's control centre. Shows upcoming scheduled activities plus a quick engagement snapshot, with shortcuts into measurement. Previous version (V1) was a simple list. V2 introduced system-ordered sequences based on team measurements.
Measurement & insights:
Dashboard that makes engagement visible and actionable, prioritising trends and focus areas over dense analytics.
Recommended plan + guided activities:
Designed as a checklist with context — what to do, why it matters, how long it takes. Activities linked to specific team dimensions (e.g. Appreciation Shower → strengthen relationships; Ups & Downs → develop purpose). Optimised for inclusivity, simple instructions, clear pacing, prompts for quieter participants.
Testing
Two rounds of unmoderated task-based usability tests. Tasks: explain what Gomada does in one sentence; find what to do if your team needs stronger relationships; start an activity. Plus stakeholder reviews on positioning and monetisation story.
What usability testing helped uncover
Users instantly understood "activities" but needed clearer messaging that Gomada also measures and recommends.
The step-by-step plan concept reduced decision fatigue and increased confidence.
Final Designs
The final design, V3, became a hybrid model: Guidance with control, offering flexibility + guidance. On V2, the recommended order improved clarity but it felt too fixed for managers who needed to respond to their team’s context week to week. We then evolved into a hybrid model for V3.
The timeline still highlighted the best next activities based on the current measurements and dimensions, but managers could also add an activity of their choice to the timeline at any moment. This allowed users to keep control while consistently surfacing the strongest option for the team’s needs. V3 acknowledged that managers are not just executors of a plan, they are the ones closest to their team's reality day to day.
Results
After improving first-run clarity and reinforcing the three-pillar narrative.
01
NPS
8.5
02
Activation Rate
+7.63%
Learnings
What I've Learned
Engagement products succeed when they convert insight into action, not when they add more dashboards.
"No prep" is not a tagline. It is a system of design decisions that remove friction end-to-end.
What I'd do differently
Add a small set of moderated tests earlier to capture trust signals and emotional reactions around measurement.
Define a clearer engagement framework and terminology upfront to prevent misinterpretation across roles.
Next Steps
Slack-Bot moments to build connection automatically throughout the week, make Slack integration a first-class flow.
Add "between-question discussion time" controls in activities to address pacing feedback.
Expand inclusivity patterns: quieter-member participation, accessibility checks and time-zone friendly scheduling.
Gomada: team engagement platform
A relationship-based engagement platform that helps remote leaders measure engagement, get a science-backed plan, and run no-prep activities, contributing to an NPS of 8.5 and a 7.63% increase in Activation Rate.
2022 - 2023
-
· B2B SaaS · Product Design ·
Scroll
Overview
My role
UX & UI
Team Composition
1 UX/UI Designer (me) + 3 Founders + 1 Project Manager + 3 Developers + 1 part-time Visual Designer
Remote teams often drift into "transactional collaboration": meetings stay functional, but relationships weaken — and managers only notice the cost once retention or performance drops. Gomada tackles this by turning team connection into a measurable and repeatable practice: pulse signals → actionable plan → guided activities that strengthen relationships.
My goal was to make the product feel effortless for managers while staying credible for People Ops. That meant telling a clear story on the marketing site, designing a first-run experience that gets teams to an "aha" moment quickly, and shaping interaction patterns that keep quieter team members included.
Challenge
Remote managers need a fast, low-effort way to understand how their team is doing and run effective team-building sessions, without heavy surveys or time-consuming facilitation.
Business Goals
Increase trial-to-activation by helping new teams experience value quickly, being the first "aha" moment: "I know what to do next and it's easy to run." This builds the foundation for a Teams plan and Slack integration.
Key Pain Points
01
Team-building felt like extra work — finding activities, rules, facilitation.
02
Tools either measured engagement without guidance, or offered activities without measurement.
03
Hybrid/distributed dynamics made some people feel left out, or quieter voices go unheard.
Problem to solve
How might we help remote managers quickly and continuously understand team engagement and turn those insights into clear, inclusive, low-effort actions and guided activities, without requiring heavy surveys or time-consuming facilitation, so distributed teams can build trust and belonging across time zones?
Discovery
I started by aligning on the business intent with the client, then validated and refined the problem through lightweight high-signal research.
Research and discovery methods used:
Semi-structured interviews.
Interviews: 6 interviews with remote managers and people ops.
Short survey: around 48 respondents to validate constraints and decision drivers.
Competitive scan: pulse survey tools, virtual event platforms and team-building activity libraries.
"I need direction, not just a score. Tell me what to do next."
Key Insights
Managers wanted a trusted plan:
Scores alone don't drive action, managers need a trusted plan to follow.
Managers are time-poor:
If setup takes more than ~10 minutes, it gets postponed. "No prep" is a must-have.
Psychological safety is fragile remotely:
Activities must feel inclusive for quieter members and new joiners.
Habits need automation:
Lightweight moments throughout the week help teams connect between sessions.
Strategy
I translated the insights into a simple strategy: reduce cognitive load for first-time users and make "value" visible within the first session. The North Star experience was: in the first 15 minutes, a manager should understand what Gomada does and feel confident starting the first activity.
Strategy methods
Primary persona is Remote Manager:
Owns team performance and wellbeing, limited time, wants concrete steps and quick wins.
Secondary persona is People Ops:
Needs credibility, consistent participation and visibility over time.
User journey (MVP):
Land on site → understand value → start trial → set up team → collect pulse → see dashboard → receive plan → schedule activity → run activity → reflect and repeat.
Information architecture three pillars:
Engage (activities), Measure (dashboard) and Recommend (plan).
Solution
I designed for clarity first, then layered trust and delight. The MVP focused on three connected surfaces: Engage, Measure and Recommend.
I iterated across multiple versions, simplifying copy, reducing decision points, and making CTAs more specific and task-oriented (e.g. "See how it works" instead of "Learn more").
Key screens narrative
Activity timeline (home):
It's the manager's control centre. Shows upcoming scheduled activities plus a quick engagement snapshot, with shortcuts into measurement. Previous version (V1) was a simple list. V2 introduced system-ordered sequences based on team measurements.
Measurement & insights:
Dashboard that makes engagement visible and actionable, prioritising trends and focus areas over dense analytics.
Recommended plan + guided activities:
Designed as a checklist with context — what to do, why it matters, how long it takes. Activities linked to specific team dimensions (e.g. Appreciation Shower → strengthen relationships; Ups & Downs → develop purpose). Optimised for inclusivity, simple instructions, clear pacing, prompts for quieter participants.
Testing
Two rounds of unmoderated task-based usability tests. Tasks: explain what Gomada does in one sentence; find what to do if your team needs stronger relationships; start an activity. Plus stakeholder reviews on positioning and monetisation story.
What usability testing helped uncover
Users instantly understood "activities" but needed clearer messaging that Gomada also measures and recommends.
The step-by-step plan concept reduced decision fatigue and increased confidence.
Final Designs
The final design, V3, became a hybrid model: Guidance with control, offering flexibility + guidance. On V2, the recommended order improved clarity but it felt too fixed for managers who needed to respond to their team’s context week to week. We then evolved into a hybrid model for V3.
The timeline still highlighted the best next activities based on the current measurements and dimensions, but managers could also add an activity of their choice to the timeline at any moment. This allowed users to keep control while consistently surfacing the strongest option for the team’s needs. V3 acknowledged that managers are not just executors of a plan, they are the ones closest to their team's reality day to day.
Results
After improving first-run clarity and reinforcing the three-pillar narrative.
01
NPS
8.5
02
Activation Rate
+7.63%
Learnings
What I've Learned
Engagement products succeed when they convert insight into action, not when they add more dashboards.
"No prep" is not a tagline. It is a system of design decisions that remove friction end-to-end.
What I'd do differently
Add a small set of moderated tests earlier to capture trust signals and emotional reactions around measurement.
Define a clearer engagement framework and terminology upfront to prevent misinterpretation across roles.
Next Steps
Slack-Bot moments to build connection automatically throughout the week, make Slack integration a first-class flow.
Add "between-question discussion time" controls in activities to address pacing feedback.
Expand inclusivity patterns: quieter-member participation, accessibility checks and time-zone friendly scheduling.