GoMo

Case Study: Designing the GoMo Mobile site builder Interface for non-technical small businesses to accelerate mobile adoption.

Role: Lead UX Designer (DudaMobile) working directly with Google’s Mobile and Analytics team (2012).

Problem

Small businesses needed an easy, fast way to create mobile-friendly websites during a period of rapid mobile adoption. Because many users were not very tech savvy, it was essential to provide a straightforward, accessible tool. Google’s initiative aimed to encourage mobile optimization but lacked a solution for businesses with existing sites to quickly convert them to mobile versions without rebuilding from scratch.

Method

  • Collaborated closely with Google to align UX goals and technical requirements.
  • Conducted user flow mapping to define a simple, step-by-step conversion and site-building process.
  • Designed contextual tooltips and inline guidance to help non-technical users understand mobile features’ value.
  • Created an interface for seamless integration with Google Analytics to allow easy performance tracking.
  • Emphasized a clean, fast-loading UI consistent with Google’s brand for accessibility and ease of use.
  • Iterated designs through regular feedback loops with Google’s teams to meet usability standards.

Solutions

  1. Developed a five-step user flow: enter URL, convert site, customize mobile features, add interactive elements, and launch.
  2. Focused on converting existing websites rather than building from scratch, lowering the barrier for small businesses.
  3. Included mobile-optimized features like click-to-call buttons, maps, and AdSense integration.
  4. Integrated Google Analytics setup within the builder to provide immediate access to performance data.
  5. Delivered a cohesive visual design balancing Google’s clean style with DudaMobile’s technology.
  6. Offered the mobile site builder as a free one-year service during the GoMo campaign.

Results

Enabled over 450 small businesses to create mobile-friendly sites during early GoMo workshops.

Early adopters such as TicketsNow reported:

  • 8% increase in average order value
  • 50% boost in conversion rate
  • 100% growth in total sales
  • 30% improvement in return on ad spend

Received positive user feedback for simplicity and speed; many first-time site owners published mobile sites in under an hour.

Helped accelerate mobile adoption for small businesses at a critical moment when Google also began factoring mobile-friendliness into ad quality rankings.