GoalToGet
Case study
Project Information
Product Description:
GoalToGet is a personal growth app that combines social support with a rewarding system to help users stay motivated and on track as they work toward their goals. Additionally, the platform can be extended to accommodate diverse pursuits, such as cooking or doll-making, ensuring it remains relevant to a wide range of personal development needs.
- My Role:
Product Designer & Owner,
UI/UX Research, Brand Designer
- Research Methods:
User Interviews, Workshops, Benchmark (Competence) Analysis, User Testing
- Tool: Figma, Adobe Illustrator
- Period: Dec. 2024- Jan. 2025
Motivation
In 2024, I needed a user-friendly app to help me achieve my personal milestones and integrate continuous self-improvement into my routine. Existing options were either business-focused project management tools—overly complex for individual needs—or basic habit trackers—lacking structured and customizable goal-setting and motivation. Drawing on my workshop, “Visualize Your Journey,” where I used design thinking and agile methods to help people break down big goals via visual roadmapping, I aimed to design an accessible app for personal and professional aspirations.
Goal
Transform my workshops framework into a practical tool enabling individuals to pursue personal and professional goals without complex project management features.
Pre-Design Validation
How I confirm potential market fit by asking
1. Is there a market?
2. Who are the users and what do they need?
3. Who are the competitors and how do we stand out?
Assumptions:
Through holding the workshops, I studied the participants made the following assumptions:
1. Target Audience – Students and young professionals, ages 20–35, and plus mentors / coaches.
2. User Context – Self-motivated individuals who support and mentorship programs.
3. User Needs – An intuitive, non-intrusive goal-setting experience.
Validation
Considering the limited time and resources, I opted for small-group workshops and participant interviews.
During each workshop, I observed participants as they worked on assigned tasks, and afterward, I gathered direct, actionable feedback, leading to more effective insights:
1. User willingness depends on life stage – Users differ in adoption based on personal and professional priorities.
2. Intuitive, simple, ad-free – Essential to gaining and retaining users.
3. Social support & reward systems – Needed to expand and maintain user engagement.
4. Potential paid users – Mentors and coaches, though targeting them alone could be niche.
I had two key questions after the workshops and interviews:
1. Is a goal-setting app necessary for individuals?
Answer: Maybe → Market research is needed to confirm the gap.
2. If we only target mentors / coaches, can we sustain development?
Answer: Unlikely → It’s too niche. we need more features (social support, rewards) to expand the user base.
Validation
I did Benchmark (Competence) Analysis, and User Interview to validate the key questions above.
1. Benchmark Analysis helps me to validate the questions above and understand the market landscape, including the strengths, weaknesses, threats, and opportunities (SWOT) of existing competitors. This helped me identify how to better position the product and differentiate it through unique features, storytelling, and visual branding.
- Business centric:
Overly complex, business-centric platforms designed for corporate teams, packed with features individuals don’t need.
- Individual focused:
Basic habit trackers—simple but lacking long-term motivation, structured goal-setting, and meaningful support.
Validation by market research
1. Revealed a gap between overly complex corporate tools (Miro, Trello, etc.) and basic habit trackers (Fabulous, Habitify).
2. While some sports-focused apps incorporate social features (e.g., sharing results as a form of reward), many users prefer genuine social support that encourages them throughout their journey—not just for competition or bragging rights.
Business-Centric:
Miro, Trello, ClickUp, Notion, Monday.com
Individual Focused:
Habitica, Habitify, Streaks, Fabulous.
2. User interview to understand the needs of users:
Participants: 11 users (7 users: aged 20–35, 3 users: aged 36–45, 1 user: aged 56–65; inc. language teacher, PhD student, data analyst, sales, marketing manager, illustrator, event organizer, and dentist).
Key takeaway
1. Varied Approaches:
Some rely on pen and paper or Google Calendar, others lack structured methods.
2. Overwhelm & Complexity:
Business-centric apps feel cluttered for personal life design.
3. Self-Judgment & Motivation:
Users feel guilt if tasks aren’t completed; they want a more empathetic approach.
4. Selective Social Support:
Accountability is important but should be restricted to close circles (friends, family, mentors).
Feature research
To find inspiration from existing market features, understand the types of UI/UX users are accustomed to, and reduce both time and cost, I explored current solutions rather than building every feature from scratch.
How I Prioritized MVP Features
1. Validate the Core Concept:
I focused on essential, foundational features that keep the app both functional and user-friendly, while minimizing onboarding complexity to ensure new users stay engaged.
2. Determine Additional Features:
To prioritize future enhancements based on development resources, market demand, and stakeholder input (e.g., software engineers). All decisions will be informed by market surveys and stakeholder consultations.
Prototyping for further validation
User Testing & User Interview for 1st Figma prototype
I integrated the essential features first:
1. Seamless Onboarding & Intuitive Interface:
Effortless setup with a user-friendly design for quick adoption.
2. Customizable Goal Management:
Timelines, milestones, tasks, and built-in reminders.
3. Comprehensive Progress Overview:
A clear dashboard to visualize achievements.
4. Task Integration & Prioritization:
Align tasks with daily routines and long-term goals.
1st Figma Prototype the essential features:
Doing User interview to understand the needs of users:
The feedback of User Testing & Interview:
1. Clarity of feedback boards:
Placement for self-reflection and social support was unclear.
2. Guided onboarding:
Users want a short video.
3. Customizable reminders:
Strong demand for personalized notifications for goals, milestones, and tasks.
4. Enhanced motivation & engagement:
Interactive animations, streaks, and rewards needed to boost commitment.
5. Scalability & Community growth:
More goal types and support networks would enrich usage.
Iterated the 1st prototype by the feedback above
The features below has been iterated as concepts in the 2nd prototype:
1. Clarity of feedback boards, 2. Guided onboarding, 3. Customizable reminders, 5. Scalability & Community growth
2nd Figma Prototype
With feature 1. Clarity of feedback boards, 3. Customizable reminders, 5. Scalability & Community growth
Next step
By integrating a reward system and introducing specialized boards for various goal types, GoalToGet can become a more holistic solution. This approach not only satisfies immediate user needs but also scales to serve diverse audiences—ensuring personal goal-setting remains intuitive, motivating, and sustainable.
Contact
- Email: Info@chiacreativecommunication.com
- Mobile: 31 - 616 373 970
- Based in Rotterdam
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