Good Good
Good Good is an Icelandic health-food startup founded in 2015. Initially, it produced Stevia drops for the local market, but today it specializes in naturally sweet, sugar-free alternatives to traditionally high-sugar products. Their range has grown to 25 products, available in over 2,500 stores across 16 countries in Europe and the USA, with jams, chocolate hazelnut spread, keto bars, and sugar-free syrups as bestsellers.
When I joined the project in 2020, the company’s goal was clear: reach $1M in revenue through stronger direct-to-consumer sales. Since then, Good Good has grown rapidly - tripling e-commerce sales, increasing Amazon sales by 50% in 2020, and raising $23M in funding (Series A & B) to expand and innovate further.
01
Problem & Contextes
The existing setup had two separate websites - one for brand story and one for the shop, which confused users and often redirected them to Amazon. This structure weakened conversions, distracted buyers, and limited growth.
Key objectives:
Build a unified Shopify site with strong analytics.
Improve loading speed and SEO.
Create dual storefronts (US & EU).
Deliver a simple, product-focused experience that increases sales.
02
Research & Workshop Process
I worked in a cross-functional team and facilitated workshops to uncover challenges and opportunities.
Techniques used:
Journey Mapping – identified goals, touchpoints, and user pain points.
How Might We’s (HMWs) – reframed problems into design opportunities.
Voting & Prioritization – focused on high-impact ideas.
Target Lists – clarified key product goals and mapped them back to user journeys.
This process aligned the client and team on priorities and gave us a clear strategy for the new website.
03
Design Process & Iterations
With insights from workshops and client data, I moved through a structured design process:
Sketching & Content Structure – defined key pages, sections, and hierarchies to simplify navigation and emphasize sales.
User Flows & Sitemap – optimized the purchase journey across entry, exploration, and checkout.
Wireframes & Prototypes – tested mid-fidelity flows in Adobe XD to validate ideas early.
UI Design – finalized in Sketch, balancing Shopify constraints with the brand’s style guide, while adjusting typography and colors for web usability.
04
Results & Impact
4 user interviews & 3 usability tests informed design iterations.
27 desktop screens designed with 6 full iterations.
Unified website improved clarity and usability, reducing friction in the shopping process.
Shopify integration provided better analytics and scalability for growth in US & EU markets.
Business impact:
The company’s goal was to reach $1M in revenue, and the redesigned site supported this ambition by making product sales the central focus.
Following the redesign, e-commerce sales tripled and Amazon sales increased by 50% in early 2020.
Good Good later secured $3M Series A (2020) and $20M Series B (2022) funding to accelerate expansion and product innovation - a sign of strong growth and market validation.
The new website successfully shifted focus from storytelling to product sales, aligning business goals with user needs and contributing to measurable growth and investment readiness.