top of page
Screen Shot 2022-07-29 at 20.51.02.png

What is GOJEK?

GOJEK is Southeast Asia’s foremost on-demand, multi-service tech platform, offering diverse services such as transport (ride-hailing), grocery delivery, payments, food delivery, logistics, and more.

Evolving into a 'Super App,' Gojek has become a comprehensive one-stop platform connecting users with over 2 million registered driver-partners and 500,000 GoFood merchants.

Screen Shot 2023-10-02 at 08.02.33.png

Background

GoMart, an on-demand grocery delivery service in Indonesia, experiences a 65% activation rate on the Home page, with the remaining users, primarily new visitors, dropping off without engagement.

Due to diverse user intents and needs, understanding user preferences on the GoMart Home page poses challenges. Therefore, we put effort into enhancing the content structure, navigation, and overall user experience to elevate conversions for key user personas.

Screen Shot 2022-07-29 at 11.24.35.png

OKR

➡️ Objective 1: Reduce friction for routine buying use case (Acquisition)

Most of our existing consumers are currently looking for daily needs / incidental goods with a limited market segment. In order to scale our numbers, we will need to target routine buyers for their weekly grocery items.

  • Key Result 1.2 - Increase AOF (Buying Frequency) from 1.2 to 2.0 per month
     

➡️ Objective 2: Create a reliable & consistent experience for consumers
Grocery delivery is usually done only 2-3 monthly by our target segment. Ensuring they have a great experience is critical in order to maintain them on our platform.

  • Key Result 2.5 - Increase weekly Visit-to-Book conversion (unique users) from 14% to 25%

Success Metrics

  • Increase Visit to activation conversion

  • Increase Visit to merchant page load conversion

  • Increase Visit to booking conversion in virgin users

Framework

Screen Shot 2022-07-21 at 13.53.13.png

Existing flow in GoMart

Screen Shot 2022-07-21 at 10.49.29.png

Funnel Analysis

This activity is important for us to monitor user actions and behaviors. This is critical because those behaviors reveal the intention and motivation of our customers.

  • More customers bounce from homepage search than from merchant page. 

  • Those who have decided where to shop earlier are more likely to add items to the cart (although require more time than homepage search)

Screen Shot 2022-07-21 at 13.58.52.png
Screen Shot 2022-07-21 at 14.04.02.png

​

  • Based on GoMart User State:

    • 69.3% are Untouched

    • 15.6% are Early

    • 6.6% are New Sign Up

    • 3.7% are Churn

    • 3.2% are Occasional

    • 1.7% are Mature
       

  • Top 3 service areas:

    • 49% from Jakarta & within

    • 10.6% from Surabaya

    • 9.4% from Bandung

Customer Profile (who bounce from homepage)

  • Most users have a short tenure (less than 100 days). 3.6% even has a tenure of up to 5 days only

  • Over 75% have zero GoMart Completed order

Hypothesis

  • Users have doubt over GoMart's capability to fulfil their shopping needs

    • They expect more merchants, or didn't find their preferred merchants​

    • Unfamiliar with GoMart (although already a Gojek user)

    • Not knowing / unsure about how to order

  • Opening GoMart only out of curiosity

    • No incentives or appeal as to why they should order from GoMart.​

Lala.png

After distilling insights from various research projects, I identified 4 GoMart user discovery modes.

The user discovery modes are dependent on (1) their shopping use case and (2) the kind of content they focus on seeking when opening GoMart.

Screen Shot 2022-07-29 at 15.38.04.png
Screen Shot 2022-07-29 at 16.21.22.png
Lala.png

In-Depth Interview​ (Unearthing the blockers behind GoMart pre-booking funnel drop )

Research Background

There is a quite significant drop in the GoMart homepage, in which customers bounce from the homepage without clicking on anything (e.g. banner, search bar, merchant page, or promoted SKU in the homepage).

Screen Shot 2022-07-21 at 14.11.04.png
Screen Shot 2022-07-21 at 14.15.55.png

Result

In overall, the design is perceived to be clean and clear enough for them.

Screen Shot 2022-07-21 at 14.18.46.png

However, while untouched and early users can easily grasp the early ordering steps of GoMart, their understanding about how the service fully works can be incomplete or misleading.

This becomes a big blocker for untouched users to try exploring the app further & creating an order.

Screen Shot 2022-07-21 at 14.44.33.png

What are keeping users from placing a GoMart order?

Uncertainty about GoMart

Upon arrival in the homepage, customers have unanswered questions about how GoMart operates in both pre and post-booking.

Screen Shot 2022-07-21 at 14.49.28.png

How might we improve GoMart’s homepage for our users so that we can increase our overall Visit-to-book conversion?

Idea Exploration

Based on the research that was conducted, I proposed several ideas to increase our overall V2B conversion, mainly targeted for our untouched and early customer segments.

Screen Shot 2022-07-27 at 12.48.10.png

After prioritizing based on the feasibility and impact:

Screen Shot 2022-07-27 at 13.08.40.png

Competitor Analysis

Looking at the competitors to know how they are showing their bottom navigation bar.

Screen Shot 2022-07-21 at 15.07.30.png
Lala.png
Lala.png
Lala.png
Lala.png
Wireframe
Iteration 1
Screen Shot 2022-07-21 at 15.11.18.png
Iteration 2
Screen Shot 2022-07-21 at 15.13.48.png
Iteration 3
Screen Shot 2022-07-21 at 15.15.24.png
After alignments with Business and Tech counterpart, I proposed to have five components on the bottom navigation bar - Home, Merchant, Search, Promo, and Order History.
Screen Shot 2022-07-29 at 20.38.00.png
Screen Shot 2022-07-29 at 16.40.16.png
Lala.png

In-Depth Interview​ + Concept Testing

Screen Shot 2022-07-27 at 13.19.56.png
Screen Shot 2022-07-27 at 13.28.32.png
Screen Shot 2022-07-29 at 16.29.34.png
Lala.png

Information Architecture
Defining the structure and relationship between all areas of a site, and informs the sitemap

Screen Shot 2022-07-29 at 21.01.57.png
Lala.png

High fidelity Designs
Representing the product in its ideal state

Screen Shot 2022-07-29 at 21.04.48.png
Screen Shot 2022-07-29 at 21.06.24.png
Screen Shot 2022-07-29 at 21.08.05.png
Lala.png

Impact

Screen Shot 2022-07-29 at 21.12.03.png
Screen Shot 2022-07-29 at 21.25.07.png
Lala.png
bottom of page