2018

a case study

Godeals

My Role

My role as a product designer involves leading the ideation process, collaborating with stakeholders, and creating innovative, user-friendly products through research and user insights. I work with the design and engineering teams to develop a seamless user interface that aligns with the product's vision, guidelines, and business goals. Throughout the development process, I monitor performance metrics to ensure the product delivers on all fronts.

Problem Statement

Gojek faces intense competition in the market despite offering a wide range of services. To maintain its market position and increase revenue, Gojek must retain its customers and encourage them to spend more on its platform. However, with the launch of the digital wallet, GoPay, and competition from its closest rival, OVO, Gojek needs to expand its user segments and use cases for GoPay. This poses a challenge for Gojek to retain its market position and maintain customer loyalty.

The company needs to find new ways to sustain its GoPoints product by encouraging customers to use GoPay for transactions and selling more voucher deals through the GoPay and GoPoints platforms. The challenge for Gojek is to devise effective strategies to increase these metrics while facing intense competition in the market.

What we know and our current problem

After launching the first version of GoPoints with voucher, we identified several pain points for users.

• The lack of a search function for vouchers made it challenging for users to find specific vouchers, as they had to explore each category individually. Our data showed that only 4 out of the 12 categories had a high click rate.
  
• We found that there is no voucher recommendation engine based on user exploration, which leads users to rarely explore other vouchers.
• The only payment method for buying a voucher is through points exchange.
• Moreover, we observed that only Gojek services vouchers attracted users.
• Some users bought offline vouchers but found the redemption area to be too far.

These issues pose a challenge for Gojek to increase voucher sales and improve the user experience for its voucher platform.

Research

We'll gather user feedback to create a more user-friendly and scalable platform. Analyzing usage patterns will identify areas for improvement and new engagement opportunities. Our goal is to address pain points and enhance the overall user experience.

In our research, we partnered with other researchers to study how Gojek users purchase vouchers. Through in-depth interviews with users, we learned that some users are part of a social media group that shares the latest deals available on Facebook, which includes Gojek and partner vouchers. This insight helped us understand why our most popular internal vouchers, such as Go-Ride and GoFood, sell out quickly without reaching other users.

Additionally, we discovered that users face difficulties when redeeming vouchers, which is consistent with our data showing that around 45% of users do not redeem their partner vouchers after purchase. These findings emphasize the need for Gojek to improve the voucher redemption process and explore ways to expand the reach of its most sought-after vouchers.

After discussion with 5 users we build customer journey to map out our user journey when finding a voucher, the reason we want to get full end to end experience of our user when using our product

Godeals user Persona

Godeals user journey

Aligning business goal

As a designer, I recognize the significance of aligning with business objectives. Here are the business goals that the team is striving to accomplish, in relation to GoPoints and other metrics:

• Achieve a 2x increase in partner voucher sales by the end of the year.
• Boost GoPay transactions and usage by 20% through innovative initiatives, such as GoPoints.
• Decrease points liability from 9 billion to 5 billion by the end of the year.
• Grow the number of loyal and high-spending users of Gojek.
  

Defining the problem and Goals

Once we collect all user insights and business objectives, we can define the project's problems and goals. Based on the problem statement above, the Gopoints app offers a poor user experience due to various issues, including a lack of visibility and user-friendliness of voucher promotions, difficulty in finding and filtering vouchers, and absence of personalization and location-based features.

Other issues include limited payment options, unclear redemption locations, overwhelming voucher details pages, and a challenging voucher redemption process. Additionally, the app lacks reminders for expiring vouchers, convenient offline redemption places, and personalized recommendations, all of which limit user exploration and engagement with the app. To tackle these issues, we created HMW questions to guide our redesign project.

After conducting our HMW analysis, we identified several potential solutions to the problems we had previously defined. In order to make it easier for users to discover and efficiently utilize their vouchers, we propose improving the voucher exploration and intuitive voucher management system that offers personalized recommendations based on user behavior and preferences.

To increase partner sales of vouchers and attract more loyal and high-spending customers, we propose partnering with popular merchants and offering exclusive discounts and promotions through Gopay transactions and Go deals.

Build

In the Gopoints case study, it was previously mentioned that the plan is to split Gopoints and develop a new voucher product called Godeals. The primary focus of Godeals will be on selling and redeeming vouchers, while Gopoints will serve as a loyalty program. By doing this, we can effectively address the issues and achieve the project goals, which includes increasing partner sales of vouchers, boosting Gopay usage and adoption, and attracting more loyal customers through Gopay transactions and Go deals.

The next step in the design thinking process would be to start building Godeals. To ensure that Godeals is designed to meet the needs of our users, we will begin by running several experiments to gain insights into their behavior. Once we have a better understanding of our users, we can use this data to guide the development of Godeals as a separate product. A wireflow has been created to outline the user journey and design of Godeals.

Go-points 2.0 wireframe

After several discussions with our stakeholders and conducting several rounds of guerilla testing and concept validation, we have finally completed the first version of godeals 1.0

Introducing

Godeals

Godeals new home screen

Welcome to the new GoDeals Home! We've made some exciting changes and removed the GoPoints feature. Now, our focus is on providing you with more vouchers tailored to your needs. Leveraging the latest Gojek Shuffle technology, we'll show you vouchers related to your previous searches or based on your purchases across all Gojek products. Experience an enhanced and personalized shopping journey with GoDeals!

Better recommendation engine

ntroducing our improved recommendation engine and a fresh new design for shuffle cards! Now, users can enjoy a more personalized experience as they discover vouchers tailored to their preferences and purchase history. Our advanced recommendation system ensures that the most relevant offers are presented to you, making it easier to find deals that truly resonate with your interests. Delight in a seamless and engaging shopping journey, curated just for you, with our enhanced GoDeals platform.

New search feature for easy exploration and discovery of latest vouchers

Introducing a new search feature for effortless exploration and discovery of the latest vouchers, three innovative features designed to help users find vouchers faster and more easily than ever before:

• Voucher Search: Quickly locate the vouchers you're interested in by using our enhanced search functionality.
• Filters: Conveniently filter vouchers by GoPoints and GoPay, allowing you to focus on the deals that best suit your preferences.
• Sorting Options: Effortlessly narrow down your voucher selection with our handy sorting feature, ensuring you find offers that align with your interests.

Experience a streamlined and intuitive voucher browsing experience with these powerful new tools.

Godeals end to end journey

Here are the full end to end journey of godeals

Impact

Following the redesign of our GoDeals platform, we have carefully analyzed the data from before and after the launch, and are thrilled to report significant improvements in several key performance metrics:

• Partner voucher sales have surged by 35%, generating an impressive revenue of approximately $150,000 per month.
• User voucher redemption rates have risen by 30%, resulting in an outstanding 85% user redemption rate.
• Our GoDeals partnership network has expanded, attracting more than 100 new partners to collaborate with us.
• A substantial 60% of voucher purchases are now made using GoPay, highlighting the growing popularity of our digital payment solution.

These remarkable achievements showcase the positive impact of the platform's redesign and our commitment to providing a seamless and engaging experience for both our users and partners.

What I learn from this project

Upon launching the product, I have gleaned invaluable insights that hold the potential to propel growth and foster improvement. These insights encompass identifying the project's strengths and weaknesses, uncovering new avenues for innovation, and pinpointing opportunities for further development.

• Collaborating closely with business and marketing teams from the outset is crucial for achieving target goals. Although many designers may be hesitant to work with business units, it is essential to understand their perspectives and objectives. This synergy helps create a more cohesive and effective product strategy.
  
• Utilizing user journey mapping proves to be an instrumental tool in comprehending the emotions and experiences of users at each stage of their interaction with the platform. By carefully examining these insights, we can identify areas for improvement and work towards optimizing the overall user experience.
  

These lessons serve as a testament to the importance of integrating diverse perspectives, fostering cross-functional collaboration, and continuously refining our approach to design and innovation for the betterment of the product and the satisfaction of its users.