GoodNotes Feature Expansion
Project type
UX/UI Design Case Study
Role
Designer, Researcher & Stratgeist
Programs Used
Figma
Date
March 2024
Overview & Objective
GoodNotes is a digital note-taking app founded by Steven Chan in 2011, created to help him stay organized as a math major. Despite having over 19 million users, the app remains underrecognized among students, often overshadowed by free competitors like Apple Notes and Google Keep. This conceptual case study examines how strategic UX enhancements can enhance student engagement and improve discoverability, positioning GoodNotes as a more competitive academic tool in the note-taking space.
Objective: As a UX case study, this concept reimagines the GoodNotes app to address key Objectives and Key Results (OKRs) focused on brand visibility and student engagement. It introduces two strategic features—a community notes hub and a subject-based filtering system of community notes—to position GoodNotes as a more collaborative academic tool. The targeted key results would include acquiring 25,000 new student users and increasing positive sentiment to 70%.
Phase 1: Research
The research phase began by identifying why GoodNotes, despite having over 19 million users, remains underrecognized within the student demographic. A comparative analysis was conducted between GoodNotes and its top competitors, Apple Notes and Google Keep, to assess market visibility, functionality, and user perception
Feature | Apple Notes | Google Keep | GoodNotes |
|---|---|---|---|
Strength | Suggestive filter, table feature, multiple pen types | Notification feature, background feature, checklist feature | AI, templates, easier editing, voice recording. Includes tone-changing AI, multiple paper templates, and an education section for SAT prep. |
Weakness | No AI, no templates, no voice recording | Very simple, lacks customization features | No community, no table feature. Lacks recognition among students and discoverability of others' notes. |
Pricing | Free | Free | Free with $10 premium subscription |
Storage | Based on iCloud storage | 150 GB | 3.2 GB, can be backed up to Google or iCloud |
# of users | 700 million | 500 million | 19 million |
This competitive landscape confirmed that while GoodNotes has the potential to lead in personalized note-taking, it must address its gaps in discoverability, collaboration, and core functionality. These insights laid the foundation for proposing features that would differentiate it through community engagement and subject-based filtering, directly responding to what competing apps currently lack or do better.
Personas
To guide feature development, I created three distinct personas based on typical GoodNotes users: a student, a professional, and an educator. These profiles helped center design decisions around real user needs, specifically organization, ease of use, and collaboration.
Sarah (21)
Career Medical Student
• Economic Status: Middle-class
•Wants organized, detailed notes & peer study material
•Feels: Comfortable with technology
Tianna (30)
• Career: Social Worker
• Economic Status: Upper-class
• Wants to track client info and share notes with supervisors
• Feels: Average with technology usage
Mark (25)
Career: High School Teacher
• Economic Status: Middle-class
• Wants to manage lesson plans
• Feels: Uncomfortable with technology but willing to learn
Phase 2: Concept Development
Rather than starting with wireframes or user flows, I began designing directly in Figma and made key decisions as I went. One of the first changes I implemented was shifting the app’s color palette to a softer, calming blue, intended to reduce visual stress and create a more focused environment for students.
As I built, I collected feedback from friends, classmates, and family members. Their comments led me to make adjustments to the homepage, increase contrast, and prioritize simplicity in layout and flow. These quick, informal critiques helped shape the direction of the design and ensured the new features remained user-friendly and accessible.
Phase 3: Design & Prototyping
With the features defined and visual direction in place, I moved into designing high-fidelity screens that integrated the new concepts into the existing GoodNotes interface. The prototype, built in Figma, demonstrates how the additions enhance usability while maintaining the app’s familiar structure and tone.
Key enhancements included:
-
Community Notes Hub — A space where users can explore publicly shared notes by subject, creating academic connection and shared learning.
-
"Books" Instead of Likes — A redesigned engagement system that swaps social media-style likes for “books,” reinforcing the focus on study credibility.
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Smart Filtering Options — Users can filter notes by subject, grade level, page count, and popularity to find relevant content more efficiently.
Watch the full prototype walkthrough below.
Walk Through Prototype
Reflection
This project gave me hands-on experience working fully in Figma and helped me grow more confident in bringing ideas to life through design. It showed me that even small, intentional features can completely shift how users experience a product. With just two additions, I was able to reimagine how Goodnotes could feel more engaging, community-driven, and relevant to its audience. It reinforced how thoughtful design can elevate both the brand and the user experience.
Designed by Breanna Williams © 2025.