How UXArmy helped Gojek in its journey to a revenue increase of 42.6% in 2 years

About the client

Gojek, a part of GoTo group, is Southeast Asia's leading on-demand platform and pioneer of the multi-service ecosystem model. Gojek offers more than 15 services via its mobile app, specializing in ride-hailing services, food delivery, digital payments and logistics. Gojek is a decacorn, with 2 million registered driver-partners and 500,000 GoFood merchants.

Indonesia is the largest market for Gojek serving its customers across several big and small cities. Gojek provides services in 5 countries namely, Indonesia, Vietnam, Singapore, Thailand (now via AirAsia MOVE), and the Philippines.

Gojek's mission is to enhance the quality of life of its users by providing them with reliable and affordable services. The company also empowers its driver-partners and merchants, who are often micro-entrepreneurs, by providing access to new business opportunities. Through its offerings, Gojek aims to foster positive change and drive progress in the communities it serves.

The Goal

Gojek regularly spends efforts to enhance the user experience of their mobile app and their services. Since all the services are delivered and managed via the mobile app, the app experience must be localized and deliver best in class experience.

In one notable part of UXArmy engagement with Gojek, the goal was to deliver a revamped experience that appeals to Gojek users in Indonesia, Thailand, Singapore and Vietnam. UXArmy offered its support in user research and usability testing across 4 countries so that Gojek improves engagement for newly launched services and stands out from its competitors.

The Challenge

To build an inclusive experience with their new Superapp release, Gojek was striving to make the app more accessible to older people and streamline the app user journeys for GoTransport and GoFood users. GoFood was a newly launched service in Vietnam and Thailand. To achieve the business objective of user engagement within tight timelines, Gojek needed to conduct quick and frequent usability tests and user interviews in several countries simultaneously while on a limited budget.

In the research planning discussion between the UXArmy Research team and Gojek researchers, we recognized that conducting usability tests with samples from a wide spectrum of backgrounds and speaking different languages will present issues related to logistics. The usability testing and feedback gathering needed to be done on various modes - from low fidelity screenshots to Figma prototypes as well as the Live app of Gojek and competitors.

To support the Gojek business initiative for best results, close collaboration and clear communication was necessary. The local expertise of the UXArmy ResearchOps and Researchers was required. Remotely managing the research was our go-to approach.

The Solution

To overcome the challenges of recruiting participants from different locations, we pre-screened and shortlisted participants with several demographics and user behaviors in all the target countries. All participants were recruited from the UXArmy User Panel (also known as UserAdvocate Community), enabling quick access to verified participants.

The team at Gojek recognized that usability testing will surely be time-consuming, especially the complex task of recruiting the right participants. The target participants belong to various socio-economic levels and roles (end users, driver partners and merchants/restaurant owners).

To streamline the process and maximize outcome from limited research budgets, UXArmy team pre-screened potential participants and provided a heads up to them about how testing shall be conducted. This helped us to efficiently conduct usability tests, make design decisions with confidence and improve the app user experience.

Due to Gojek's widespread operations across Indonesia and headquarters based in Jakarta, it was challenging for the Gojek team to recruit user testers from other smaller islands or cities. Gojek researchers and designers could count on UXArmy to provide the right participants in Indonesia and other countries as well. Thanks to the local researchers in the UXArmy team, we also provided quick translations (with localisation) from English to Thai and Vietnamese. The UXArmy platform back-translated the machine transcripts to English/Indonesian. The Indonesian translations and localisation was managed by the local experts in the Gojek team.

To meet the deadline, UX Researchers at UXArmy teamed up with Gojek Researchers to create usability tests on the UXArmy platform, launched and administered the results. All communication was carried out via Slack instant messaging. This helped the Gojek team to save time and meet the pressing deadlines.

To conduct the user interviews and efficient analysis of user feedback, Gojek used the UXArmy DeepDive® which includes auto transcriptions, translations, video clips, highlight reels, Tagging, hidden chat and Note-taking features. The tool was accessible from Gojek office and enabled secure video call interviews without observers unintentionally bothering the participant and moderator.