A web platform and app where Jewish community members discover events, connect with others, and stay in touch, while community leaders organize activities.
StartupB2C · B2BWeb portalMobile AppDesign system
gotov.org
9:41
87 1927 349
Visit the websiteGoTov.orgOne ecosystem: web and appEvents, nearby communities, a media library, kosher food, and a way to ask a rabbi. All in one place.
GoTov.org brings religious, cultural, and social services together. B2C users discover events and programs, while B2B admins (community leaders and rabbis) manage their organizations through a separate dashboard.
70 000+active account users
Gov-styleplatform model for communities
Products in the ecosystem
GoTov platformWeb portal and app: events, nearby communities, and personal accounts.this case
B2CEvents, programs, nearby communities, kosher food, ask a rabbi
B2BCommunity leaders and rabbis manage their organizations through a dashboard
As the platform grew, so did my scope. Eventually, I worked across the entire product experience and related communications.
03 · My role & team
Product designer
Lead designer responsible for design and design reviews. The PM assigned and managed development tasks.
Webportal and account
iOS · Androidthe app
What I owned
Web portal and accountAdmin panel for rabbisNew portal sectionsiOS and AndroidMarketing and decksWeb portal and accountAdmin panel for rabbisNew portal sectionsiOS and AndroidMarketing and decks
04 · Problem
The platform grew faster than its user experience improved
Several issues were holding the platform back, affecting both new users and admins.
01
Registration scared people off
Registration asked for unnecessary details too early. Analytics showed this was where most users dropped off.
02
A thin personal account
There was barely anything to do after signing in.
03
Placeholders instead of content
Several portal sections still had placeholder pages with no consistent visual identity.
04
Too many steps for rabbis
Admins, often new to digital tools, had to go through too many steps to complete key tasks.
05 · Research
20+ rabbi interviews and registration analytics
I conducted 20+ in-depth interviews with rabbis, the group facing the most friction. Many were older and struggled with registration. The interviews pinpointed where they got stuck. Analytics showed a similar issue for regular users: registration asked for information they wouldn't need until much later.
One more field and I bark.
Who uses the platform
NewcomersDidn't know about their nearest community until they saw it on the map
Active membersAre involved in a specific community
Nominal membersBarely engaged. Free events and gifts can bring them back
Rabbis and adminsOften new to digital tools
06 · Jobs to Be Done
Quick results for members. Control for leaders.
B2C
I want to complete a task or join an activity online in as few steps as possible and get confirmation.
Admin
I want to manage my community's members and their participation through an online dashboard.
07 · Hypothesis
Just the essentials first. The rest can wait.
H1confirmed
If
registration asks only for what’s essential, secondary fields move to the personal account and every step gets a contextual hint
Then
registration conversion will grow
Because
people stop abandoning the form on fields they don’t need yet
≈+15%registration conversion among new users
Bitrix24 · analytics
70,000+ active users
08 · User journey
Full access from day one
Heard about itWord of mouth, community connections, social media ads, and event promotions
JoinedDownloaded the app, signed up in three steps, joined a community
Got everything at onceFull access from day one. Free events and gifts encourage further engagement
Looked and leftChecked the schedule, picked nothing, and had no reason to return
Booked a seat and came backPicked a seat on the seating chart, paid in a couple of taps, and returned for the next event
Brought back with a reasonA free event or gift brings them back into active participation
A new personal accountFamily Tree and Memorial Dates, with an option to request a prayer.
NDAAn admin panel for rabbisSimplified to match community leaders' digital skills.
10 · Registration
Essentials first. The rest in your account.
We simplified sign-up. Only essential information is required up front. Other fields moved to the account, with helpful hints at every step.
1 · Phone numberSign-up starts with a phone number, no long explanation first.
2 · Short profileOnly the essential fields instead of eight. The rest can be filled in later in the account.
3 · SMS codeOne confirmation method instead of five, with no detour to a messenger.
Live screen
9:41
1 · Number2 · Profile3 · SMS code
Before → after
4 screens and a messengerA long sign-in explanation, an eight-field form with a community list, five verification options, and a switch to a messaging app.
3 short stepsPhone number, short form, and verification code. The rest stays in the account. Result: ≈+15% registration conversion.
Sign-in
Form
Confirm
Messenger
Number
Profile
Code
11 · Booking
Booking a seat in a minute: the main reason to show up
People needed an easy way to attend banquets, concerts, and community gatherings. I designed seat booking with a seating chart, zones and prices, individual seats or full tables, a total in the bottom sheet, and payment in a few taps. It works on mobile and web.
Live screen
9:41
1 · Hall2 · Table3 · Selection4 · Done
The hall as it really isStage, tables, floor seating, and bar on one map. Zone prices are visible right away, and the Banquet / Floor filter hides what's irrelevant.
A chair or the whole tablePinch or double-tap to zoom in on a table. Pick seats individually or tap Select All Available Seats.
The total is always at handThe bottom sheet shows the seat count, table, and total. Until seats are selected, payment stays disabled and a hint appears.
The booking is held for 10 minutesIf someone else takes a seat, a clear message appears. Other selected seats stay saved, so there's no need to start over.
States
Nothing yet
Seat taken
Booked
On the website
Same flow on desktop: seating chart on the left, selected seats and contact details on the right. Step 2 of 3.
How this helped grow the audience
Seat booking gave people a reason to visit: an upcoming event and a chance to get a better seat. They opened the portal, signed up, and returned for the next event. Together with advertising and new features, this helped grow the audience from 40,000 to 70,000+ in a year.
GoTov platform
Kosher food
Gotov Match
Volunteer project
87 1927 349
A short sign-upOnly essential information, with guidance at every step.See block 10 ↓
Online seat bookingSeating chart, seat or table selection, and payment in one minute.See block 11 ↓
Rebuilt navigationAny section in two taps.See block 12 ↓
Our own illustrationsReplaced every placeholder with custom AI illustrations.Example on the first screen ↑
A new personal accountFamily Tree and Memorial Dates, with an option to request a prayer.
