Gojek · GoFood · Product Design Lead · 2023–2024
Building Gojek PLUS
From a GoFood-only loyalty programme to a Gojek-wide subscription brand. Built, validated, and launched in 3 months.
A super-app losing its power users
Gojek operates six core products across Indonesia. GoFood had its own loyalty subscription, GoFood+, which had become a proven engine for retention and transaction growth.
By mid-2023, GoFood+ was delivering remarkable results: 3x growth in active subscribers per month and 2x growth in GTV contribution from GoFood+ members versus non-subscribers.
But Gojek's other products (GoRide, GoCar, GoTransit, GoMart, GoSend) were losing their most valuable users to competitors. Without predictable discounts, there was no stickiness.
Leadership's ask: replicate what GoFood+ did, but at the Gojek level, spanning all six products.
GoFood
Food delivery
GoRide
Motorcycle taxi
GoCar
Car rides
GoTransit
Public transit
GoMart
Grocery delivery
GoSend
Package delivery
Scale subscriptions to 2.5x by end of 2024
Retain power users
Increase transaction frequency for non-power users to convert them into loyal, multi-service users
Deliver predictable value
Provide predictable discounts to customers seeking affordability and inspire lasting loyalty to the Gojek platform
Drive incremental GMV
Drive incremental transaction value and expand the transacting user base across all six products
Power user definition
“Users who completed 30+ orders in a month across any combination of Food, Ride, Car, Transit, Send and Mart.”
These were Gojek's most valuable users. Competitors were actively targeting them with predictable discounts and bundled benefits.
A 3-phase approach: test, learn, scale
With a fixed launch date and a 3-month runway, the project strategy was designed to de-risk each phase. Rather than building everything at once, Phase 1 validated the business model before committing to a full redesign.
Validate Demand
Rapid experimentation, leveraging existing infrastructure and touchpoints
Pilot launch with existing infrastructure
Business construct design
14+ plan constructs tested
Entry point discovery improvements
Brand & Experience Design
Deep research, purchase journey redesign, and new brand identity, running in parallel
Post-pilot user research (700+ participants)
Full UX research programme
Purchase journey redesign
New brand identity development
Nationwide Launch
Ship the redesigned experience, launch the new brand, migrate all GoFood+ users
New Gojek PLUS brand system
Nationwide launch campaign
20+ in-app touchpoints
GoFood+ migration to Gojek PLUS
Phase 1: Pilot to Learn
Before investing in a new brand, product architecture, and dozens of new touch points, the first challenge was validating whether customers would actually find value in a multi-service membership. The goal was to answer key business questions fast, not build a perfect experience.
Designing for learning
The goal was to answer key business questions fast, not build a perfect experience. Adaptations were limited to three areas: updating subscription messaging to reflect ecosystem-wide benefits, introducing discovery surfaces across Gojek products, and reusing the purchase flow as-is.
New entry points
Entry points surfaced the subscription across all 6 product journeys, not just GoFood.
With discovery and branding updates live, 14+ subscription plan constructs were experimented with a limited rollout, varying across three levers
Benefit types + value
What discounts and perks unlock, and how much
Plan pricing + types
Trial pricing, renewal pricing, tiered structures
Minimum cart value
Threshold to unlock benefits per order
Winning construct
3 tier subscription plan90 days
Best value30 days
Mid14 days
EntryGoFood
Up to 12k off
900 vouchers
Up to 12k off
300 vouchers
Up to 12k off
140 vouchers
GoRide
Up to 8k off
360 vouchers
Up to 8k off
120 vouchers
Up to 8k off
60 vouchers
GoCar
Up to 8k off
360 vouchers
Up to 8k off
120 vouchers
Up to 8k off
60 vouchers
GoTransit
Up to 15k off
360 vouchers
Up to 15k off
120 vouchers
Up to 15k off
60 vouchers
GoSend
Up to 4k off
180 vouchers
Up to 4k off
60 vouchers
Up to 4k off
30 vouchers
GoMart
Up to 8k off
60 vouchers
Up to 8k off
20 vouchers
Up to 8k off
10 vouchers
Subscription price
Rp44,900
Rp18,900
Rp29,900
Rp14,900
Rp18,900
Rp8,900
What the pilot revealed
Multi-service subscriptions outperform single-product
The pilot showed higher adoption and completed orders per user versus GoFood+ alone, validating the core hypothesis.
Lower price unlocks a new user segment
Lower-priced plans attracted non-power users, signalling a larger addressable market beyond the core subscriber base.
Users preferred longer-term plans
A clear value ladder concentrated demand toward the 90-day plan (63%), followed by the 14-day (28%) and 30-day (9%) plans.
Business model validated before full investment
By reusing existing GoFood+ touchpoints, real signal was gathered to proceed with confidence without significant engineering cost.
Phase 2: Redesigning the Experience
With the business model validated, a multi-track design effort ran in parallel: deep user research, purchase journey redesign, and a new loyalty brand, all running at once.
Post-pilot research: understanding who we were serving
To guide the next phase, a post-pilot research study was conducted through in-app surveys with 468 subscribers and 822 non-subscribers. The findings identified key adoption drivers and informed the Phase 2 strategy and design direction.
of new subscribers were power users
of power user subscribers were GoFood users
of subscribers had purchased GoFood+ subscription before
Felt the new plan was an upgrade on GoFood+
of existing GoFood Plus subscribers aware the new plan has extended benefits
of users felt the current offering was an upgrade from the previous GoFood+ plan
Usage
The new subscription increased transaction frequency and basket size across users' existing product usage.
Opportunity
Non-subscribers were largely transport-only users who had never tried the subscription programme, highlighting a clear cross-sell opportunity.
IA built from users' mental models
Working with the UX research team, we mapped the key questions users had when evaluating a subscription. These directly informed the content structure of the purchase page redesign.
User questions
Purchase page section
Usability testing: two design explorations
Usability testing was run with both existing GoFood+ subscribers and non-subscribers, evaluating two design directions against the user mental model framework.
Brand, Launch + Scale
Phase 3 combined the creation of an entirely new brand identity with a nationwide launch, requiring close coordination across product, marketing, brand, and on-ground operations teams.
Creating the Gojek PLUS brand identity
After extensive creative explorations and alignment with brand marketing and creative design teams, three principles guided the final naming and identity decision.
Retain Gojek green
Maintain a strong connection to Gojek, ensuring instant recognition and trust.
Add distinct identity
Design a language that feels exclusive but still part of the Gojek ecosystem.
Retain PLUS equity
Keep the PLUS name, leveraging existing subscriber familiarity and perceived value.
Brand deliverable
A full brand book was created and shared with marketing, on-ground, and creative teams, ensuring consistent application across print, digital, and in-app touchpoints. Brand system applied across: App UI, marketing materials, OOH, and digital campaigns.
20+ touchpoints for the full subscription journey
Discovery: Entry points across all 6 product home screens
Purchase: Redesigned subscription page with 3-tier plan selector
Benefit redemption: In-cart and post-order benefit activation flows
Resubscription: Renewal reminders and win-back flows
Cross-sell: Surfaces promoting unused benefits across products
The numbers that followed
Within the first week of nationwide launch, every key metric exceeded targets. The redesigned purchase page, new brand, and expanded distribution combined to set records that hadn't been touched in Gojek's subscription history.
The 200k+ daily active subscribers metric reflects sustained engagement, not launch-day traffic. A strong signal that the product and brand redesign delivered lasting value, not just novelty.
What design leadership really meant on this project
Gojek PLUS was the largest, most complex project on this portfolio. It required operating simultaneously as strategist, researcher, brand designer, and UX lead, while keeping eight cross-functional teams aligned toward a single, ambitious goal.
Start with the riskiest assumption
The decision to run Phase 1 as a low-effort experiment rather than jumping into a full redesign was the most important leadership call. It provided real data, not assumptions, to design the right product.
Design the strategy, not just the screens
The role extended far beyond UI. The 3-phase project strategy was defined, the research programme was commissioned and directed, and the brand framework was created. The screens were the output, not the work.
Research creates shared conviction
Surveying 700+ users gave the team a shared language with product, marketing, and engineering. When stakeholders asked why the page looked a certain way, the answer was always grounded in user evidence.
Brand coherence is a product decision
Creating the Gojek PLUS brand was a strategic choice that enabled a consistent experience across 20+ touchpoints, 8 teams, and both digital and physical channels.
“From a GoFood-only loyalty programme to a Gojek-wide subscription brand. Built, validated, and launched in 3 months.”
Role
Product Design Lead, GoFood · Gojek
Timeline
February – May 2024
Market
Indonesia (nationwide)
Scope
Strategy, Research, Brand, UX, UI