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.

Context study

Despite offering a wide range of services, Gojek faces intense competition in the market. To maintain its market position and increase revenue, Gojek needs to retain its customers and encourage them to spend more on its platform. Moreover, it needs to foster a sense of loyalty toward its brand and products among its customers.

What we know and our current problem

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

• The play button section was not visible, making it difficult for users to engage with the feature.
  
• 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 12 categories had a high click rate.
  
• Users found it difficult to see their total points as it was not clearly displayed.
  
• The current layout was not scalable, presenting challenges when adding new features.
  

These insights allowed us to make informed decisions to improve the user experience and enhance the scalability of the platform.

User Pain points

I. User-Friendliness of the Gopoints experience and Exploration Process:

• The home screen of Gopoints is not user-friendly enough for exploring vouchers.
• The app lacks a search feature, making it difficult to find specific vouchers.
• The only filtering option available is based on points, which can be limiting and frustrating for users.
• There are too many categories to scroll through, making it time-consuming to find a voucher.
• The app doesn't provide any personalized or recommended vouchers for the user, making the exploration process more difficult.
• There is no location-based feature to help users find vouchers near them.

II. Points Management and Redemption Process:

• To many token to swipe
• Don't know how to spend the points
• Don't know when points will be expired
• The visibility of redemption locations is not clear, which can be frustrating for users trying to redeem their vouchers.
• The voucher details page contains too much information, making it overwhelming and difficult for users to find the information they need.
• It's easy to accidentally redeem a voucher, and there is no way to undo the redemption once it's been done.
• The expiry date of vouchers is not visible enough, which can lead to users missing out on redeeming their vouchers before they expire.
• The voucher redemption process is not clear enough, which can lead to confusion and frustration for users trying to redeem their vouchers.
  

Research User Insight

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.

As part of our research, we collaborated with researchers to analyze Gojek user data. By exploring how our users interact with the app and examining patterns of purchase and product usage, we were able to identify key insights. Our findings revealed that users who utilize at least two of our products are more likely to stay and use Gojek on a regular basis. This research provided us with valuable insights that informed our product design and development process.

Furthermore, our research showed that 83% of our users tend to hoard points, which creates a significant liability for Gojek and GoPoints. Users value their points as a means to access other benefits and remain engaged with Gojek. One insight we gathered is that users are hesitant to play with tokens because they have a large number of them, and it takes too long to play with them.

User Interview

During the initial development of GoPoints, we discovered that users were primarily interested in exchanging points for Gojek vouchers, which led to a high burn rate. However, we identified visibility issues and difficulties in exploring other vouchers as contributing factors to this behavior. Through in-depth interviews, we learned that users are actually interested in purchasing other vouchers offered by Gojek, but find the exploration process to be unfriendly.

2/5 users couldn't find the voucher they want because to many categories

4/5 users only want to buy vouchers from gojek services

5/5 users feel the voucher exploration would be great if they have search voucher feature

User Use cases

“As a user, I want to have a get voucher easily so that i can save more money.”

“As a user, I want to get points so that i can buy more voucher.”

“As a user, I want to know more voucher so that i can have more option.”

Aligning business goal

As a designer, I understand the importance of catering to business objectives. Here are some of the objectives that the business team is trying to achieve :

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

Gopoints Problem statement

The current version of GoPoints, Gojek's loyalty program, lacks the necessary features and functionality to effectively retain customers and increase their spending. Users are faced with a confusing and unfriendly exploration process, limited voucher filtering options, and difficulties in redeeming vouchers. These pain points result in low user engagement and a high points liability, hindering Gojek's ability to achieve its business objectives of reducing the points liability, increasing partner voucher sales, increasing GoPay transactions, and attracting loyal, high-spending users. The specific design challenge is to create a user-centered solution that addresses these pain points by implementing a more user-friendly and scalable platform, including a search function, personalized voucher recommendations, and a clear and simple voucher redemption process.

Project Goals

Once we collect all user insights and business objectives, we define the project's problems and goals. We discovered users feel overwhelmed by the number of vouchers, points, and tokens. The business faces issues such as high liability of points and tokens, low partner sales of vouchers, and lack of loyal, high-spending customers. To tackle these issues, we created an HMW question to guide our redesign projectt.

Idea

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 reduce the liability of points and tokens, we suggest implementing expiration dates and offering alternative redemption options such as cash back or charitable donations.

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. Additionally, we suggest implementing a loyalty program that rewards customers for consistent and high-spending behavior. These solutions will not only address the identified problems but also provide added value to the overall user experience and business objectives.

We proposed a two-fold solution to improve voucher discoverability and utilization. We split Gopoints into two separate entities: Gopoints and Godeals. Godeals focuses solely on selling and redeeming vouchers while Gopoints serves as a loyalty program. This solution addresses the problems and achieves the project goals by reducing the liability of points and tokens, increasing partner sales of vouchers, and attracting more loyal customers through Gopay transactions and Go deals.

With the idea above, we first focus on building gopoints as a loyalty program and address some challenges from user and business that already state above

Feature narrative

To provide a better and more seamless experience for its users, GoPoints has introduced new features in its product. These features aim to make the exploration of the product easier and more convenient for the users. In this narrative, we will discuss the various new features that have been introduced in GoPoints.

• Search Voucher: The "Search Voucher" feature. This feature allows users to search for specific vouchers they want to purchase easily. By using this feature, users can save time and quickly find the voucher they are looking for.
  

• Sort and Filter Voucher: Another feature is the "Sort and Filter Voucher" option. This feature allows users to sort the vouchers based on different parameters like price, distance, and validity. This feature helps users to find the voucher that suits their needs.
  

• Play Token Together: GoPoints has also introduced the "Play Token Together" feature. This feature allows users to enjoy the gaming experience with their friends by using the GoPoints play token. Users can invite their friends to join them and have fun playing games together.
  

• Expiry Points: Expiry Points feature to help users keep track of their points' validity. This feature reminds users about their points' expiry date, ensuring that they don't miss out on redeeming theirs points before they expire.
  

• Buying Voucher with Other Payment Methods: The "Buy Voucher with Other Payment Methods" feature is another new addition to Godeals. This feature allows users to purchase vouchers using payment methods other than GoPoints. Users can use their credit/debit cards or mobile wallets to make payments.
  

• Voucher Recommendation Based on Interest: the "Voucher Recommendation Based on Interest" feature. This feature recommends vouchers to users based on their interests and past purchases. By using this feature, users can discover new vouchers that they might be interested in.
  

• Offline Voucher Redemption:the "Offline Voucher Redemption" feature. This feature allows users to redeem vouchers without an internet connection. Users can download their vouchers and redeem them offline, making the process more convenient and accessible.
  

These new features in GoPoints and Godeals have enhanced the user experience and made the exploration of the product easier and more convenient for the users. By having these features, GoPoints has shown its commitment to providing a seamless and enjoyable experience for its users.

User Flow

After defining the feature narrative, the next step is to create an end-to-end journey in the product. This allows us to map out and understand the length of development for each feature and prioritize which ones will be developed first.

To accomplish this, we have developed user wireframes and flows for both GoDeals and GoPoints. These wireframes and flows detail the user journey through each feature, from start to finish.

By examining the user journey, we can identify any potential roadblocks or areas where the user experience can be improved. This allows us to make informed decisions about which features to prioritize and which ones require further development.

Overall, creating an end-to-end journey in the product is a critical step in ensuring that the user experience is seamless and efficient. It enables us to identify pain points and prioritize features that will provide the most value to the user.

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 gopints 2.0.

Introducing

Gopoints 2.0

Gopoints Homescreen

In gopoints 2.0, we have removed the voucher category and other voucher-related features in order to focus on delivering a more delightful user experience. Our main focus now is on gamification, which we believe will help us to better engage our users and create a more enjoyable platform overall. We're excited to see how these changes will enhance the user experience and look forward to receiving feedback from our users.

Play token

We're thrilled to announce that the Play Token game has been revamped with a brand new UI and exciting new features! One such feature is the ability to play multiple tokens at once, which will make the game more efficient and reduce the number of players hoarding tokens due to the time-consuming process of playing them one-by-one. We can't wait for our users to try out these enhancements and provide feedback on their experience.

Expiry points and Leaderboard

To address the liability issue of unredeemed points, we have developed a points expiry program similar to mileage programs used in aviation. The goal of this program is to encourage users to redeem their vouchers. Additionally, to make the experience more enjoyable, we have created a leaderboard to engage users and encourage competition to be among the top 100 users every day

Full journey

Here are the end to end flow of gopoints 2.0

Go-points 2.0 full wireflow

Impact

After the redesign, we compared data from before and after the launch, and we have achieved several key metrics:

• Points liabilities decreased by 2 billion within the first 3 months.
  
• Users are competing to be in the top 100 on social media, but the trend is declining because users want incentives for being in the top 100.
• Users who spend more ($4/user) are using GoPoints more than those who spend less ($2/user).