I designed GoTo’s new marketing website – a visual and strategic upgrade for Israel’s leading car sharing service. The goal was to translate their brand identity into a clear, structured, and conversion-oriented experience.
GoTo is a leading global car-sharing service, operating across several countries. I was brought on as the solo UI designer to rethink their marketing website from the ground up.
The existing site failed to communicate the full value of the GoTo service. Navigation was unclear, service offerings were buried, and the visual identity lacked cohesion. My mission was to reshape the way users and stakeholders experience the GoTo brand online.
I led the UX/UI process from strategy to implementation, crafting a new visual identity across pages and designing a modular system that could grow with the company’s evolving offerings.
The result is a clean, responsive, and conversion-oriented site that better reflects the company’s mission and makes it easier for users to engage.
Problem
The old website suffered from poor navigation, inconsistent design, and a lack of clarity around GoTo’s flagship features.
Outcome
A bold new website that clearly communicates GoTo’s value to all users - individuals, businesses, job seekers, and investors.
ROLE
ux/ui design
AREA
Desktop, MOBILE
TIMELINE
May '24 - jun '24
STATUS
shipped (link)
WHAT I DELIVERED
Designing for long-term growth
The site was built on a modular structure that supports evolving needs, whether it's new user types, services, or regions.
Refining the brand through design
The new website reinforces GoTo’s updated identity: more confident, more approachable, and aligned across all touchpoints.
Simplifying exploration and choice
I restructured how users discover services and plans, helping them compare, understand, and act without confusion or friction.
The project was completed in just five weeks, from research to final handoff.
I started by mapping out the site’s challenges and aligning on a clear direction.
In the following weeks, I designed the full desktop and mobile experience,
working in fast feedback loops with the GoTo team.
Before diving into design, I took a close look at the existing website to understand what was holding it back - visually, functionally, and strategically.
Visual noise and unclear messaging
The homepage background is visually overwhelming and suffers from poor contrast, making the text hard to read. While the page includes a call-to-action, it gets lost in the noise and doesn't clearly guide users toward the next step.
The result is a weak first impression that fails to support the business goals .
Uninviting service selection flow
The vehicle selection UI appears as a block of static content rather than an engaging entry point. This weak presentation undermines the user’s motivation to explore the service and affects business conversion, especially among first-time visitors.
The new website made GoTo’s Flex Lease service easier to understand.
Pricing, service details, and how it all works are now clearly explained and accessible.
I designed flexible templates tailored to the company’s business goals, making it easy to scale and update. The result is a site that sets GoTo apart - both in how it looks and how it delivers information.
01
Clearer service offering
Crucial information that was missing before—like pricing and service scope—is now structured and easy to understand.
02
Business-aligned design
I created flexible layouts that adapt to ongoing content and product updates, supporting long-term growth.
03
Stronger market positioning
The new visual language sets GoTo apart from direct competitors and reinforces the brand’s unique value.
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