Challenge

Goals.com is a sales performance platform designed to help organizations align teams, track progress, and improve accountability through goals, incentives, reporting, and CRM functionality. As the lead designer, my challenge was to create a cohesive user experience across the platform while balancing a wide range of business requirements and complex workflows. Over several years, the platform continually evolved, requiring new features, refinements, and interface improvements while maintaining a consistent and intuitive experience for users.

Solution

Working closely with the product owner, developers, and stakeholders, I translated business objectives into user-centered interface designs, interactive prototypes, and scalable design patterns. My work included designing dashboards, reporting tools, CRM workflows, goal management, mobile experiences, email marketing assets, and supporting brand materials. Throughout the project, I focused on simplifying complex workflows, improving usability, and creating a modern interface that helped sales teams stay informed, engaged, and accountable.

Discovery

Product direction was established through ongoing collaboration with the product owner, who provided business requirements, competitive insights, feature priorities, and customer feedback. My role was translating those objectives into intuitive user flows, interface concepts, and interactive prototypes that balanced business goals with the needs of sales teams.

Persona

While formal personas were not part of the original product process, I created a representative persona based on stakeholder input, product goals, and available market research. This helped guide design decisions and ensured the interface remained focused on the platform’s primary users throughout development.

User Stories

The product owner defined the product roadmap through epics and user stories. Working closely together, I translated those requirements into user flows, wireframes, and high-fidelity interface designs while continually refining the experience as new features were introduced.

Brand Identity

Rather than redesigning the existing logo, my role focused on expanding and maintaining a cohesive visual identity across the platform. As Goals evolved, I developed consistent interface patterns, color systems, typography, and reusable UI components that reinforced the brand while supporting scalability and usability.

Design System

Color Palette: To complement the established primary blue, I developed a supporting color system using yellow, orange, green, ocean, and red to communicate status, progress, alerts, and key actions consistently throughout the platform.

Typography: Roboto was selected as the primary typeface for its excellent readability across dashboards, forms, and reporting interfaces. Consistent typography established a clear visual hierarchy while reinforcing the platform’s clean, modern aesthetic.

Visual Elements: A consistent visual language was established through iconography, spacing, card layouts, and reusable interface components. These patterns improved recognition, reduced cognitive load, and created a more cohesive experience as the platform expanded with new features over time.