WANDERING THROUGH BRAIN, SKETCHING THROUGH WORD
By Gabriela Anastasia
Overview
This project was part of my 1st year working in Gojek. Gojek is a leading super app in Southeast Asia that connects users to everyday services — from transport and food delivery to digital payments and logistics — empowering millions of users, driver-partners, and merchants through technology-driven solutions.
Within the ecosystem, GoClub serves as Gojek’s loyalty and rewards program, designed to appreciate and engage users based on their activity. By earning XP (experience points) from completing orders, members unlock tier levels and enjoy exclusive perks, vouchers, and surprise benefits — making every interaction with Gojek more rewarding and personalized.
Background
So, what is Surprise Benefit? 🎊 🎁
Have you ever get a sudden gift or shocking offer somewhere?
Yeap that's a similar analogy for Surprise Benefit Treasure. Basically it's a surprise gifts we have provided for our users to collect along with the user's journey in each level on GoClub.
Users can have a treasure once they reach a certain XP level. Treasure will provide users with vouchers from Gojek’s services and vouchers from another brand (Partnership).
Role
Product Designer
Project Duration
4 Months (Q2 2022)
Problem & Challenges
We found that the Surprise Benefit is no longer a surprise 🤯
We have seen that the Claim Rate of GoClub treasure has been consistently decreasing.
According to the funnel analysis, among users who never claimed their rewards, around 92% did not open their Treasure box after being notified.
Overall, the data highlighted a major challenge: approximately 4 out of 5 users who received Treasures never engaged with them, prompting deeper investigation into user motivations and communication effectiveness.
Findings
According to user interviews and behavioral observations we uncovered several key factors behind the low claim rate:
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Low Relevance Awareness
While most users noticed the XP progression banner on the homepage, they rarely clicked it. There was no active resistance — they simply didn’t see its relevance to their original reason for opening the app. -
Limited Understanding of GoClub
Many inactive and never-claiming users had low comprehension of what GoClub actually is. Some assumed it was a social community or a generic membership, not a rewards program. -
Hidden Treasures
Users were generally unaware that they had unclaimed Treasures. Most couldn’t recall receiving any in-app nudges or notifications. -
Emotional Response to Missed Rewards
When they learned they had missed rewards, users expressed disappointment — but also openness to receiving clearer reminders or notifications next time. -
Intentional Claim Timing
Among active users who opened their Treasures, many preferred to delay claiming until just before making an order, allowing them to choose and use vouchers more strategically.
Interesting learning
Through the project of Ramadan 2022, there’s an increase in GoClub widget CTR in April & May due to the Ramadan Theme that showcased a different illustration and subtitle on the widget.
For me, that proofs that our customer are attracted to the unique and playful themed character design
<Add normal & ramadan widget>
Goals
Our goal is to increase the claim rate and as well as the CTR with maintaining visibility and attractive visuals sustainably. Following our OKR plan to Increase claim rate from 12% to 33%
Business metric:
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Primary Metric: Claim Rate ( Avg Claim rate in May is around 1.2%. We want to reach at least 2%-3% with these new nudges)
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Secondary Metric: Expected CTR to be around 7%-8%
Design
🤙 Principles
We understand that the Surprise benefit - claim treasure feature plays as a key role in shaping how users perceives GoClub values. The design is needed to evoke a sense of rewards and build lasting trust between users and the program. I suggested 3 guiding principle for this project
Our guiding principles were:
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Attracted and delight
We need to catch the attention of our users to raise an urgency without intimidating them, but with a delightful and pleasant visuals we want to show.
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Be Transparent and Direct
Use clear visual cues and straightforward copy to help users instantly understand what the Treasure is, what they’re getting, and how to claim it — reducing confusion and building credibility. -
Inform and Educate
Strengthen awareness of Treasures and their limited availability by providing timely, contextual nudges and explanations. This helps users feel informed, valued, and motivated to engage before rewards expire.
🔎 Old Journey
The old journeys generally is a flow when users are rewarded with the surprise treasure, they will have a message through some communication channels in our in-app as an entry points, whether it's a Push Notifications and other section widgets.
In-App Channels
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Gojek Homepage Widget. Through a tiny subtitle below the progress bar in the widget.
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Gojek Promo Widget. Same treatment with the Gojek Homepage and the same message
CRM Channel
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Push Notification. We send customer a messages twice a week.
From entry points users will be directed to the GoClub Membership Page in order to claim the treasure.
Normal widget card with the claim treasure reminder
End-to-end flow claiming a Treasure's Benefit
🎨 Wireframe
Basically, this project are divided into 2 Phases:
Phase 1, where we develop the core flow of claiming and redeem.
Phase 2, where we add a delightful element such as success celebratory moments for the customer.
User journey for Phase 1:
Due to a technical limitation, we can't make users to directly claim the vouchers. Here I suggested to use the existing while focusing the design changes only in the widget card section. The reasons is to experiment if we change the Widget Design to be more attractive how many CTR we could get, the later we can compare it with the next phase explorations.
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Gojek Homepage or Promo Page widget, users open the Gojek apps, and see there’s an unclaimed message from GoClub, they are curious or attracted or interested or excited and click on the Claim Now button.
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GoClub Membership Page, where users can see the treasure benefit card ready to open.
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Surprise Gift Claim Page, after users click “Claim” on the treasure benefit card they will see the list vouchers page opened and need to choose one voucher to claim it.
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GoClub Membership Page, back to the membership page with the success motion and voucher card ready to redeem.
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Detail Voucher Page, after succeeding, if they wanted to see the detail voucher they can click on the voucher and land in the detail voucher page with a Use Voucher button.
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Use or Later, after the claim process users can choose to redeem it directly or later.
WireFlow for Phase 1
User journey for Phase 2:
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Gojek Homepage or Promo Page widget, Users open the Gojek apps, and see there’s an unclaimed message from GoClub, they are curious or attracted or interested or excited and click on the Claim Now button.
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Surprise Gift Claim Page, after they click “Claim” they will open the list vouchers page and need to choose one voucher and claim it.
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Success Claim Page, They will see the success splash screen once they successfully claim the voucher.
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Detail Voucher Page, after succeeding, they will land in the detail voucher page with a Use Voucher button.
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Home widget, users can use the voucher through widget entry point
WireFlow for Phase 2
🎨 Creative process
Creative process in this project play a very crucial part. I personally wanted to handle this project because of the probability to have a creative work inside this project.
I ensure that the creative part should accommodate my visualisation and the concept that I already have.
Widget illlustration & motion
Planning scenario for the illustration in the widget:
"when users open the Gojek homepage their eyes should be able to attracted or even interrupted by the widget especially the bold color and the animated illustration. They willing to read and click on the claim without any hesitation."
1st draft of the illustration with 3 options
There are 3 options of messages that I suggested:
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Option 1: We want to give a mystery sense to the users
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Option 2: We want to give a "FOMO" sense to the users
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Option 3: We want to give an urgency sense to the users
At the end, after all of the back and forth feedback sessions, we decided to go with the Option 3: We want to give an urgency sense to the users. Based on the learnings that most of our users are a procrastinated users.
And finally here's the final Widget Design:
Final widget design
Components inside the widget:
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Animated illustration that include visual of treasure with GoClub logo icon with hourglass to give a sense of urgency.
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Copywriting that highlight the voucher's expiration
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Background with GoClub brand color to maintain the identity of the program and it's supposed to be a bold color to attract user's attention.
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CTA button for Claim, to maintain the contrast between the background I can't use the primary button of Gojek with Green color, instead we have white button for tertiary in the system.
Success screen Illustration & motion
Planning scenario for the illustration in the widget:
"when users claim the voucher they have chosen. A celebratory page with a story that the treasure box is opened and a voucher image pop-up from the box. The visual must be sparkly and festive"
Initial exploration for the success screen
🎨 High Fidelity Design
Finally, here's the high level flow for high fidelity that we hand over to the engineering team.
The result from the developer was fabulous. It was as expected.
🎨 Design in production
After we release the design to live in production. I was very proud because it's turn out so well in terms of the design and flow. Although there are a small bugs issues that I have raised to engineer team regarding the part of voucher background color.
But I'm happy because the design are makes me happy.
✨ Success Result & Impact
Coming to the most important part. How's the result?
It was a strong performance:
New homepage widget significantly improved engagement for “never claim Surprise Benefit” customers.
Overall metrics uplift (vs control):
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User CTR: +9.66% (+113.7% relative uplift)
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Open rate: +23.26% (+412.57% relative uplift)
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Claim rate: +17.49% (+277.82% relative uplift)
Tier by tier performance
🧠 Learnings
#1 Product partner is key
When it comes to work on some initiatives Product Manager plays an important instrument in how Designer works.
#2 Managing the timeline progress is hard
In this project I collaborated with some designers Illustrator and Motion Designer. In our company those designer are not dedicated to 1 specific team, so we need to consider their time and bandwidth within other team and projects as well.