You’re reading Part-2 of a two-part series. ICYMI, here’s Part-1.👇
Long story, short: Nearly half of our users who landed on the restaurant page dropped off. For the other half, the average time to place an order was as high as 12 minutes 20 seconds, with nearly 7 minutes spent on the flow — from restaurant page, to final booking.
We spotted a pattern, and according to our observations, most users struggled with browsing through the menu to find the the dish they wanted to order. They were losing patience, and we were losing orders. This needed to be fixed.
In 2017, GoFood had a total of 157,000 restaurants and 75,00,000 dishes. Our daily orders were growing at 4x every MONTH. We were onto something big. 🚀
Though our orders were off the charts, users were taking an average of 12 minutes per order. This was a tad high, but not exactly worrisome, considering our order volume was spiking.
By mid-2017, the average time increased by another 30 seconds.
But since our orders were still climbing…🤷♀️
It was one of those unspoken stories: Ah well, why try fixing something that’s not broken? Right?
By late 2017, the cracks appeared. We…
Today, we’re announcing one of the biggest changes in Gojek’s short but impactful history.
We have a new look! And this introductory post is here to shed some light on the why.
Just like you and me, brands grow, change, and adapt to the world around them. Gojek is one of the most-loved brands in Indonesia. Since launching our first app in 2015, Gojek has grown — a lot. While we’ve shared many stories about how different systems in Gojek adapted to our unprecedented scale, there is one thing that remained the same — our brand language.
This is the final part of a three-part series documenting the redesign of GO-FOOD’s Checkout experience.
The story so far: The GO-FOOD redesign started by showing some much needed love to the ‘Checkout’ flow (read about the problems in part 1 of this series). We moved from an overwhelming single page with too much information, to a more intuitive two-step design with a hope that the new design will help our users navigate the flow better (detailed in part two).
We rolled out the design to beta on August 12, 2018.
This is what our redesigned flow looked like👇
You are reading part two of a three-part series. Wondering how we got here? Here’s the story so far: we were redesigning the checkout experience for GOJEK’s food delivery product — GO-FOOD.
Why did we do a design change? Because nearly 20% of our customers abandoned food in the cart at the ‘Checkout’ page. 🙁
What’s the reason for that? There’s a dozen of them! Read the first piece in this series for details on how we went about our research to understand users’ pain points: 👇
Clearly, our original flow had issues. We had to change the structure to…
GO-FOOD needs little by way of introduction. The largest food delivery service in Southeast Asia, 300,000+ merchants, 16 million menu items… you get the drift. With figures like that, you’d expect the GO-FOOD user experience to be the best in the business.
Why then, did nearly 20% of GO-FOOD users leave the checkout flow after adding items to their cart?
Something wasn’t adding up.
Our user flow was broken, and we needed to fix it.
TL;DR: This post is part one of a three-part series highlighting the case study and critical considerations that went into redesigning the Checkout experience for…