Improving the Visit-to-book Conversion in GoMart App (Gojek's Grocery Delivery)
ROLE
Designer, Researcher
TIMELINE
4 months
TOOLS
Figma, Miro, Protopie
A BIT ABOUT GOJEK ðŸ’
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.
01
DISCOVERING
BACKGROUND
GoMart, an on-demand grocery delivery service from GOJEK that help users buy their daily needs online, has been experiencing significant drop-offs, with 41% of users leaving without interacting with key features inside the app.
PROBLEM STATEMENT
It poses a challenge to find what users want on the GoMart landing page as even with the existing features on the app, we were seeing high bounce rate after minimal engagement. This limits GoMart’s ability to convert visits into booking.
GOALS
1. Improve user navigation flow through GoMart funnels
2. Increase user interaction with GoMart features, leading to Checkout.
SUCCESS METRICS
-
Increase Visit to Book conversion
-
Increase Visit to merchant page load conversion
FRAMEWORK
EXISTING FLOW
FUNNEL ANALYSIS
CUSTOMER PROFILE
-
Untouched: The users that haven't been engaged or activated yet
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Early: Relatively new users, but have shown some initial activity - in the early lifecycle stage.
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New Sign Up: Recently registered but with no activity.
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Hard Churn: Previously active users who have now fully disengaged.
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Occasional: Infrequent users with light or irregular usage.
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Mature: Regular, loyal & high-value users.
Observation #1
Across all diagrams, the largest segment of people who bounce off is the Untouched group.
Hypothesis: The new users are exploring out of curiosity but not finding a reason to stay
Observation #2
Early users struggle to engage from all the sections.
Hypothesis: They have difficulty navigating or finding value in the app’s offering
Observation #3
Merchant page is underperforming for both new and returning users.
Hypothesis: The pages might not be offering compelling content to keep users engaged.
IN-DEPTH INTERVIEW
Period
19-24 March 2021
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).
RESEARCH OBJECTIVE
-
Gather behavioral insights around the causes of the funnel drop
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Leverage user insights or perceptions to build a good GoMart onboarding flow.
RESEARCH OUTPUT
-
Identify key user pain points
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Identify key behavioral patterns
TARGET AUDIENCE
n = 10
RESULT
In overall, the design is perceived to be clean and clear enough for them.
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.
02
DEFINING
How might we improve GoMart navigation to encourage users to explore key features, reduce drop-off, and enhance their overall experience?
IDEA EXPLORATION
Based on the research that was conducted, I proposed several ideas to increase our overall visit-to-book conversion, mainly targeted for our untouched and early customer segments.
After prioritizing based on the feasibility and impact:
COMPETITOR ANALYSIS
Looking at the competitors to know how they are showing their bottom navigation bar.
03
CONCEPTING
WIREFRAME
Iteration 1
Initial navigation bar:
-Homepage (Explore)
-Search
-My orders (Ongoing & Past)
In parallel, we also identified 4 GoMart user discovery modes, after distilling from research.
The user discovery modes are dependent on:
(1) their shopping use case, and
(2) focus on content sought (the kind of content they focus on seeking when opening GoMart.)
After alignments with Business and Tech counterpart, plus taking into consideration the Competitor landscape and incorporating our four user discovery modes, we decided to settle down with having five components on the bottom navigation bar -
1. Home,
2. Merchant,
3. Search,
4. Promo, and
5. My Orders.
WHY THIS SPECIFIC STRUCTURE?
1. This simply follows the common trend of the human eye (of scanning from left to right) so naturally, the components with the previously biggest CTR will be placed from the left, for better familiarity and increased prominence.
2. This was also aligned with the four different user discovery mode that we distilled previously:
WIREFRAME
Iteration 2
Updated navigation bar:
-Homepage
-Merchants
-Search
-Promo
-My Orders (Ongoing & Past)
IN-DEPTH INTERVIEW + CONCEPT TEST
Period
19-24 March 2021
RESEARCH OBJECTIVE
-
Understand customers' experience while navigating through the current app.
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Understand customers’ needs and expectations for the navigation process.
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Find ways to improve the navigation process inside GoMart (not limited only to the navbar).
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Understand customers’ perceptions towards the proposed GoMart navbar idea.
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Explore the need and potential elements for the navbar.
RESEARCH OUTPUT
Recommendation for our navigation bar hierarchical positioning
INFORMATION ARCHITECTURE
Defining the structure and relationship between all areas of a site, and informs the sitemap
HIGH FIDELITY DESIGN
Ideal version:
MVP version:
Impact
Increased the Visit-to-Book rate from 7% to 20%