WANDERING THROUGH BRAIN, SKETCHING THROUGH WORD
By Gabriela Anastasia
Overview
What is Gojek
Gojek is Southeast Asia's leading on-demand platform and a pioneer of the multi-service ecosystem model, providing access to a wide range of services.
In my first year of working at Gojek, I was a part of the Loyalty program team of Gojek, called GoClub. We're helping the business to sustain and increase the number of loyal customers.
What is GoCLub
Gojek's loyalty program allows customer to increase their level as a Gojek user to get special benefits and perks.
Role
Product Designer
Project Duration
3 Month
Background
Gojek Ramadan 2021 campaign, managed to increase brand performance by introducing a new way of celebrating Ramadan during the peak pandemic experience.
Trend states that 2022 will be the year of “The Return of the Awaited Ramadan” where people will start to see a clarity of many uncertainties during these past 2 years.
Understanding this trend and the needs of users, we want to celebrate this Ramadan by providing GoClub members with a special Ramadan experience.
Problem Statement & Challenge
We have seen low awareness and engagement amongst users in GoClub in the past 3 months.
Our claim rate for surprise benefits has also dipped consistently.
One of our hypotheses is that users suffer from information blindness and monotony. Also, the product lacks relevant touch points that can be updated dynamically to announce special offerings.
To capture user’s interest and drive higher engagement around festivities, we want to experiment with the concept of “Themes”
☁️ Challenges with working in silos
Earlier Marketing, Partnership, and product teams were working in isolation towards the same goal. Which lead to
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Inconsistent communication & experience for our users
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Teams are unable to leverage each other's strengths and resources.
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Delays in ideas going live.
Ramadan will also be a pilot for establishing a process for all teams to work together.
Following are some of the initiatives
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Brainstorming ideas
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Customer journey based on the ideas.
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Aligning the ideas.
Goals & Objectives
Gojek objective:
User growth & retention, Metric to measure: Maintain MAU ratio: from 128% to 133%
GoClub Objective:
Increase brand awareness and engagement:
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Reach certain numbers of Gojek users by marketing comms (organic/paid) 30% of GoClub active users
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Gain certain numbers of impressions from marketing channels (paid/organic)
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Increase certain numbers of visits to the GoClub page
Business metric: Growing GTPU & Trx frequency and growing loyal user base.
Insight
Ramadan Culture :
Ramadan season has a unique culture & timeline that we consider to use and will be applied in this project.
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Pre Ramadan. 2 weeks before the fasting season. Will be just a teaser to prepare for the big seasons
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Ramadan. 4 weeks of fasting. We will defined it with some slot of time
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Suhoor Time
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Fasting Time
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Iftar Time
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Post Ramadan. Big day (Eid al-fitr/Lebaran). The celebration day when people gather together and do some activities such as eating, sharing, giving, etc.
Opportunities
In this Ramadan season, GoClub will conduct some activities in order to bring awareness and engagement of the users on this.
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Ramadan Special Surprise Benefits
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Surprise Benefit Core Product (GoFood, GoRide, GoCar.
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Surprise Benefit Co-Brand (Tiket.com, MAP, Traveloka)
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Bonus XP
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Special Hampers for Anak Sultan.
Design
From research we identified the following target persona.
From the Ideation we have narrowed down on the following initiatives to live as a campaign for the users
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Visuals across touch-points Ramadan Themed
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Ramadan Special Surprise Benefits
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Special Hampers for Anak Sultan.
Ramadan Theme
Themes are dynamic in nature so that with every new event being run , the visuals across Goclub touch points will change to meet the emotions. Eg: of themes- Valentine’s Day, Ramadan, Chinese New Year , Christmas etc.
Wireframe
In order to create a thematic concept we ensure that the experience journey of the user while interacting with our campaign is seamless and enjoyable
Gojek's Homepage Widget as an entry point.
GoClub Homepage, place for the important informations & gift
Snippets Page, place for the details on specific messages
Hi-Fidelity Prototype
We have working collaboratively with another team to achieve our goals and objectives of this campaign & project.
Live
Prod
✨ Success Result & Impact
There’s an increase in GoClub widget CTR (xx%) quite significant in April & May due to the Ramadan Theme. This means that users interact and engaged to our event which as a team we achieved our objective & success metrics.
🧠 Learnings
#1 Right team, right way
When we work with the right team and its personnel, we will find the right way of finishing the project and it easier than the difficulties of the project itself.
#2 Pay attention to the data
Data is something that can help the designer from the "too far" working style. In this project, I sometimes got out of track, and the user journey that I had created wasn't related to the problem even tho it seemed related. So, I need to check and confirm it with the data.