CASE STUDY
GoClub
| 2020-2023
GoClub is a loyalty program for Indonesias biggest ride-hailing app Gojek, the first of its kind.
Its primary purpose is to attract, engage, and retain the most valuable users, offering a range of rewards and benefits.
Impact
GoClub achieved impressive results with 965k engaged users and a retention rate of 70%.
Increased Monthly transacting users by 10% ( from 39% to 43%)
Loyalty Linking initiative was a huge success, resulting in 420K new users joining Gojek. This helped us increase transactions by 38% .
Scope of the case study
Project kick off
GoClub Launch
1st campaign launch
Gojek<>Tokopedia merger. Loyalty program linking
Role & Responsibilities
My key skill sets :
1. Collaboration
2. Communication
3. Adaptability
4. Ownership
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As the project progressed, I was entrusted with additional responsibilities, including leading and strategising with a team. I collaborated closely with the business, partnership, marketing, product teams, designers, and developers to develop effective strategies and troubleshoot any issues that arose.
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Collaboration and communication were key to the success of this project. The project required me to negotiate for prime real estate on each product screen and orchestrate the delivery of a consistent experience from the product groups participating in the program.
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I collaborated hands-on with the brand team, marketing , partnership, researcher, visual designer, UX writers, and motion team to deliver the project and meet our goals within the set timeline.
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As the Covid Pandemic hit during the middle of this project, I took responsibility for investigating fresh approaches to collaboration and maintaining team unity.
200 +
Team Members
18
Developers
25
Designer
(Branding, Marketing, Illustrators, Motion, Visual, Researcher)
Launch quick learn fast
While other competing ride-hailing services, had already launched their loyalty programs, which effectively lured a significant user base in Singapore, we aimed to gain an early advantage in the Indonesian market by being the first to launch.
To achieve this, we took an approach of launching a MLP (Most Loveable Product) & learn as we go. This would help us go live quickly and gather as much data as possible.
Planning & Process :
It was absolutely crucial for all teams team functions smoothly together. They needed to be align and informed in order to deliver in set time during the launch & post as well.
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Organised Kick off
Different functions gathered together in one room to identify, share roles and responsibilities. I was leading and representing the design vertical which consist of - Branding , Visual , Motion designers and UX writers.
Building Foundation for communication & collaboration
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I created a core team with-in design vertical representing each function.
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Further setup Slack channels, Meeting log documents, asana trackers for smooth function
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Setup cadences & weekly sync to address the next steps and blockers if any.
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Shared progress and update of the team in Monthly Business Review to keep higher stakeholders in the loop. Also set up design reviews to gather early feedbacks
Concept Testing & ideation
Collaborated with business to ideate and design rough mocks/concepts that were tested for early learning
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Research & User Testing
While we were collaborating to figure out the mechanism for the loyalty program with business, In parallel stated exploring content strategy, branding & naming of the program.
Research & User Testing
While we were collaborating to figure out the mechanism for the loyalty program with business, In parallel stated exploring content strategy, branding & naming of the program.
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Design - Test - Iterate
The program was implemented in stages, and we conducted experiments with a specific group to gather qualitative insights and data on the features and benefits we launched. By combining both approaches, we were able to improve the program's design.
Design Brief
Design a premium and delightful app experience to drive engagement.
How does the program work?
1. Use any Gojek's service to earn points (XP)
2. Unlock 'Treasure Vouchers' at every milestone
3. Continue transacting to upgrade the level & unlock bigger benefits
Gamification & Delight to drive engagement
In order to drive engagement & feeling to premium we took learnings from gamification.
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Created characters to represent each tier and assigned them localised names, resulting in a stronger sense of local identity. Moreover, by infusing motion and expressions into these mascots, enhanced their appeal and gave them a quality worth boasting about.
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Visual progression : Visually depicted where users were in the program & how they could progress and celebrated wins.
Bos
Anak Sultan
Warga
Jurgan
Exclusive Access
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To test & gather as much data as possible we launched the program for high transacting users segment only.
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Further to test for desirability of the program, initially we made it opt-in basis. Also used the opportunity to educate users about the program.
Awareness & Onboarding
Collaborated with marketing to create awareness campaign & aligned it to app experience by adding touch points educating Goclub across the app.
Membership Page
Once users opts into the program we introduce users to the Membership Page where users can track their progression, benefits & events
Progression, Upgrade & downgrade
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As part of the gamification- Users have to keep transacting to maintain their level.
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Users get bigger benefits as the level increases.
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If users fail to maintain their level, they lose access to some of the benefits and are dropped one level below.
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Before the users drop they are provided with visual warning about the low maintenance points.
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If users get downgraded - we provide another chance to users to do a quick upgrade by doing quick task/missions.
Membership Page
Upgrade
Downgrade
Level benefits:
Benefits play a critical role in the success of any loyalty program. In collaboration with stakeholders and researchers, we tested a financially balanced set of benefits to ensure effectiveness.
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As users progress to higher levels, they unlock a set of benefits that are specific to each level. The benefits become greater and more significant with each successive level.
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On the membership page, users can monitor the benefits associated with their level, and these benefits are automatically applied when they utilize Gojek services.
Transport - No Surge Pricing
Tranport - Priority Booking
GoPlay - Free Access to video content
Challenge :
The progression from one level to the next can take a while, causing users to experience a decrease in motivation. Thus to solve for this we introduced milestone benefits.
Milestone benefits:
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We encountered another challenge where we lacked data or insights regarding the type of vouchers that would be relevant and effective in motivating the users.
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We labeled these benefits as 'treasure' that users can discover within a level.
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These treasures were vouchers that could only be used once.
EVENT
Celebrating Ramadan
By collaborating with the marketing team, we created an enjoyable quiz and interactive experience that celebrated the festival of Ramadan, resulting in a significant increase in engagement rate.
Tokopedia <> GoJek Merger
Tokopedia and Gojek have agreed to merge as one GoTo entity that offers a wide variety of day-to-day services for our customers. As one of the initial efforts after the merger, we aimed to encourage cross-pollination of users between the two companies by leveraging their respective loyalty programs.
Roles & Responsibility
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Since this was first project post merger it required heavy collaboration.
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Adaptability, empathy, and leadership were essential due to the differing design processes of both companies. Leveraging my experience from the GoClub launch, I led the collaboration and setup process to ensure seamless functioning.
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I worked closely with PM, business heads of both companies and showcased ideas and strategies. Also further worked closely with PMs on implementations, which were then incorporated into the final output.
Process :
To encourage users to link their accounts & wallets, we are offered joint loyalty benefits that can be utilised across both the Gojek and Tokopedia apps. By linking their accounts, users will be automatically upgraded to the highest loyalty tier on both platforms, unlocking a host of exclusive benefits. This will enable our customers to enjoy a seamless and rewarding experience while using our services.
My learnings
Throughout this project, my skills and knowledge have steadily grown and evolved. While I initially began as a product designer, I broadened my focus to include service design. This expansion allowed me to develop a more comprehensive understanding of the needs of both the users and the business. The following are the key learnings and skills I acquired during this journey:
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Adapting and pivoting based on circumstances and project requirements.
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Not everyone needs to love or agree with your ideas, but motivating and aligning them can drive progress and maintain momentum. This is crucial.
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Skillfully posing important questions is an art.
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Condensing ideas into one-page documents and sharing them has personally enhanced my ability to gather and communicate ideas efficiently.
I've come a long way, gaining valuable experiences and working on fascinating projects. I'd like to share my legacy work. They represent my growth and diverse skills.