GO-JEK Transport Application Redesign
Company GO-JEK
Introduction Date January 29, 2018
Project Website
Why is this project worthy of an award?
GO-JEK is a technology company with a social mission to improve the welfare and livelihoods of workers in various informal sectors in Indonesia. It started as a motorbike hailing service, and has since transformed into a multi-services platform, including GO-FOOD (the largest food delivery service in the world outside of China), GO-PAY, GO-CAR, GO-SEND (logistics), GO-MART, GO-SHOP, GO-MASSAGE, GO-GLAM, and many more, making the lives of our users easier, and at the same time providing meaningful employment for millions. Since the launch of our application in 2015, we have grown to over 70 million downloads, and are seeing 100 million orders come through our system every month. GO-JEK gave people the opportunity to leverage technology and earn a steady income. People who were previously in grey-market sectors were now able to participate in the economy. On top of this, GO-JEK connected over 100,000 food and other small businesses to millions of people, generating up to 300% growth in revenues for them. In 2016, GO-JEK lead all ride-hailing platforms in Indonesia and lowered the unemployment rate in the entire country of Indonesia by 0.5%, then in 2017 GO-JEK was the only country from South East Asia that featured on Fortune’s Companies That Change The World list. A recent study also confirmed that the 1 million drivers, and over 100,000 small businesses on the GO-JEK platform injected close to $1 billion back into the economy. In January 2018, we release a major redesign of GO-RIDE and GO-CAR, our transportation apps. We realize that our users kept evolving, and to ensure they always get the best experience, we need to keep up. Big redesigns are hard and not recommended if there are other options but we decided to rethink the experience from the ground up. We knew we had to be rigorous in our approach because our user base is over 20 million people, and even the smallest use cases are important by a very large population. We travelled to every nook and corner of the country, from megacities like Jakarta, to small towns hours away from any airport reachable only through bumpy non-asphalt road, just to find what our users’ experience with our product was, and how it could be improved. There were also external challenges such as inaccurate GPS reception in parts of Indonesia or areas which don’t even show up on leading international mapping services. A lot of our customers were using smartphones for the first time in their lives. All these things kept us on our toes and forced us to think differently. In the end, the designs that we shipped out, didn’t only perform well based on the business metrics, but were received amazingly well by our users. Incredibly, we saw an increase in booking confirmation by 38% in just the first month, which was accompanied by a 1.5% decrease in cancellation.
What else would you like to share about your design? Why is it unique and innovative?
We realized how high the stakes were when we started the redesign; at least 2 million daily unique users rely on us to do their activities everyday. The least we wanted to happen was for them to not be able to use our app when they needed it the most. So we went from a city with over 20 million residents such as Jakarta, to tiny villages with a few hundred thousand residents across Indonesia, talked to users and non-users alike, tested our new design against them, and gathered insights to spot opportunities that would allow us to make their lives easier. There were middle-age housewives in the tiny city of Pematang Siantar that use a low budget Android phone for the very first time, and became the hub to order GO-JEK for her non-tech savvy neighbours, family that uses GO-CAR once in a while to go for an outings, and time-constrained employees that uses our service to go back and forth to work. Compare that to the tech-savvy university students of Surabaya, the second largest city in Indonesia, and you can imagine how diverse their needs and goals are. We use combination of qualitative and quantitative research techniques whenever it made sense; performing multi-variant test to see which flow work better, usability testing to figure out the exact problem that users had against any given design, concept testings, surveys, metrics monitoring, and many more to ensure that our users were given the best possible design. On the tech side, our engineers laboured on algorithms that help us determine the destinations that a user is most likely to pick, and fine tunes the pickup point most suited to the area where the users were. Eventually, we managed to reach an accuracy level of above 80%, thereby enabling our users to go through their booking way faster than our previous versions. Of course, we are aiming for much higher degree of correctness, and did so by iterating on the algorithm itself, testing it out to users, and finding more use cases through quantitative and qualitative research. There were also algorithm that detect where users are more likely to be picked up by driver, ensuring a smooth pickup experience for both rider and driver. Worth noting how high degree of GPS accuracy is really hard to get in country like Indonesia, where internet connectivity fluctuate quite a bit. While GPS strength signal itself is not weaker compare to the States, mobile phone also needs to download `almanac` prior to the use of GPS. Almanac is data that contains position of the GPS satellite itself, and is needed so that receiver (in this case mobile phone) can interpret it’s location. Combine that with low end phone that our users tend to use (means lower quality GPS receiver), hence the need to create algorithm that can be use to boost pickup and destination prediction.
Who worked on the project?
GO-JEK Transport Team
View the project video: https://www.dropbox.com/s/dhhelw3zenz64v7/Copy%20of%20180222_Driver%20Story_Drs.%20Andi_Cinema_FINALDELIVERY.mp4?dl=0
Goldi
Why is this project worthy of an award?
For millennials, the barriers between work and life are dissolving. This group actively seeks authentic connections with companies that reflect and share their values. Simultaneously, companies are eager to tap into millennials’ unique talents and skills sets and struggle to connect with this in-demand talent pool through the traditional channels. Enter goldi, a new video-based recruiting platform dedicated to bringing together job-seeking millennials and companies through storytelling and social-sharing features. Doberman worked with goldi’s founders to take the platform from vision to minimum lovable product in just four months. With only a name in hand, we created the branding and visual identity for the platform in parallel with defining the overall interaction model and feature roadmap for Release 1 and beyond. The goldi team is currently preparing for a comprehensive launch of the product in 2018.
What else would you like to share about your design? Why is it unique and innovative?
We believe that brand and product are inseparable in experience and should be developed in parallel in order to create an experience that builds on both seamlessly. The brand and interaction model developed for goldi were intentional in the ambition to communicate at a glance that this job seeking experience is different. Death to resume and dry HR calls. The goldi experience was crafted based on the understanding that a job for today’s millennial is an identity marker, not merely and income stream — the experience created reflects vibrancy & diversity and capitalizes on individual quarks. Vertical video, is a new, messy and more human way to connect with employers and employees. The experience was designed to support real human interactions that are infused with a bit of wit and fun to counteract the awkward moments of video capture. The rest of the experience was kept clean and minimal because finding your next job should be simple and feel fresh. The end product is the anti-HR form and represents a new disruptive model for recruiting.
Who worked on the project?
Katie Denton, Creative Director Aliza Dzik, Brand Designer Nils Westerlund, UX Lead Molly Boyd, Visual Design Karl Sandgren, Visual Design
View the project video: https://vimeo.com/268785547
Google Earth VR
Why is this project worthy of an award?
The world has so many beautiful and amazing places to visit. If we're lucky, we're able to travel and see a few of them. But even the most active travelers can only see a fraction. What if we could see them all? Google Earth VR is the first virtual reality experience designed to let users freely navigate the entire planet, see the world from impossible perspectives, and demonstrates VR’s empathic ability to trigger memories and feel connected to the world. Bringing Google Earth to virtual reality was an immense challenge. In addition to the technical difficulty of rendering the entire earth fast enough keep players immersed, virtual reality required us to discard what we knew about screen-based design patterns and interaction models. We had to dive deep into human ergonomics, physiology, and perception in order to rethink navigation and interfaces for VR. We also designed Earth VR to work in both seated and standing positions, allowing nearly anyone to experience flight. In doing so, we have paved the way for users to fly, move, and explore in VR in an accessible, comfortable, and delightful way. The response from the community has been overwhelmingly positive. Users have reported using Earth VR to help improve their grandparents’ well-being and mobility by flying around the world. Teachers have used Earth VR to take students on virtual field trips. Researchers have used it to study the powerful emotional effects of awe-inspiring events, and many have been brought to tears by the experience of traveling back to their childhood home. Google Earth VR has not only pushed the boundaries of user experience design, but has given us a glimpse of what time travel and human flight might feel like.
What else would you like to share about your design? Why is it unique and innovative?
In 2015, our team at Google embarked on a 2 year journey to bring together the world-scale imagery of Google Earth with the depth and immersion of virtual reality. Previous versions of Earth were limited to a small viewing window, but none of them gave you the experience of being there. We wanted people to relive memories of their childhood homes, visit places that they have never visited, and experience the world from impossible perspectives. What made Google Earth for virtual reality so unique and innovative was the sheer scale of the Earth dataset, human perception challenges, and the lack of existing design patterns. Designing for consistency regardless of where the user is on Earth meant our solutions had to be procedural. Moving users around the virtual world induced a form of nausea called simulation sickness, so we had to invent locomotion techniques that considered human physiology. Designing 2D interfaces in a 3D world meant considering distance in addition to angular size for comfort and legibility. Finally, creating a believable and immersive environment meant crafting a rich ambient soundscape, playing with the right haptic vibrations, and introducing convincing physics to every interaction. Through extensive cross-functional prototyping, cognitive walkthroughs, and usability testing of our hypotheses, we were able to create a powerful and intuitive exploration experience that appeals to both avid gamers and VR novices alike. Our insights on Earth VR have set the foundation for what makes a delightful, comfortable, and usable VR user experience and will inform future VR applications as the technology continues to mature.
Who worked on the project?
Joanna Kim - Product Manager Dominik Kaeser - Co-founder, Eng lead emeritus Evan Parker - Co-founder, Eng lead emeritus Rob Jagnow - Engineering Manager Matt Seegmiller - Technical Lead Andre Le - UX Lead Adam Glazier - UX Lead emeritus Mike Podwal - Product Manager emeritus Nadav Ashkenazi - Software Engineer Chun-po Wang - Software Engineer Owen Chu - Software Engineer Per Karlsson - Software Engineer
View the project video: https://www.youtube.com/watch?v=_RTRIS9ZCYU
Gusto Reimagines the First Day of Work
Why is this project worthy of an award?
Historically an awkward day for employers and new employees, the first day of work often involves the receipt of disparate company handbooks and pamphlets and the filling out of stacks of paperwork. Gusto, a technology startup reimagining benefits, HR, and payroll, brought innovative design to flip the first-day experience on its head—all online. With Gusto’s onboarding features, new employees can feel like they’re a part of the team even before their first official start day. Gusto customers can create custom offer letters to help them stand out—the start of Gusto’s onboarding—and close coveted candidates. Gusto’s onboarding then allows employees to learn about their new company and hear from teammates on the virtual welcome wall where their coworkers leave greetings before their first day—providing a sense of community for everyone in the workplace. Employees will also be able to e-sign any important documents (such as their Forms I-9 and W-4) easily, conveniently, and securely—allowing new hires to onboard themselves online seamlessly. As a result, new hires can get started with orientation, training, or their work right from the get-go. No time is wasted standing over a copy machine or completing paperwork. Gusto’s onboarding features make the first day of work exciting and meaningful, which it should be. A new hire represents the growth and success of a small business, which supports the livelihood of its employees and their families. Gusto’s people-first design unlocks the opportunity to celebrate meaningful moments at work, helping to make HR simpler and more personal, and bringing the human back to HR in the process.
What else would you like to share about your design? Why is it unique and innovative?
Gusto is reimagining benefits, HR, and payroll for modern companies to create a world where work empowers a better life, and both employees and employers are central to that people-first mission. User experience is at the heart of everything the company does. The onboarding feature is a unique, two-way user experience that is delightful and playful rather than impersonal or transactional like more traditional HR or payroll software.Gusto uses lettering and illustration to add depth to its design. The platform is uplifting, vibrant, and provides joy, even when what’s presented would normally be considered heavy or dull. Simply put, Gusto combines the benefits and utility expected from benefits, HR, or payroll providers in an incredibly visual, intuitive, and all-in-one platform for a seamless experience for all of its users whether they’re the employer or employee. As one customer recently put it, using Gusto is like “coming into the light.” Gusto delights its users with its bright and optimistic communications. By using vivid color in its payday or service emails, Gusto users are more likely to engage with their payday email—year-to-date, the open rate is consistently 80 percent or higher, and is as high as 96 percent!—than an ordinary pay stub or notification email from HR. Additionally, employees whose employers use Gusto are more engaged and likely to explore their pay breakdown or other features on their personal Gusto accounts. For example, Gusto customers’ employees have donated more than $1 million from their paychecks through Gusto Giving, the world’s first entirely automated direct-from-paycheck charitable giving program, right from their payday emails.People don’t usually love their benefits, HR, or payroll company, but Gusto has a Net Promoter Score—a measure of customer experience and loyalty—of more than 70, considered a “world-class” score. For context, Spotify, Google, and Netflix have lower NPS at 31, 50, and 68, respectively.
Who worked on the project?
Tomer London, Chief Product Officer and Co-Founder; Namhee Koo, Head of Product Design; Gusto's product design team
View the project video: https://youtu.be/TJCg8RrC1BQ
Hatchimals Surprise
Company Spin Master
Introduction Date October 6, 2017
Project Website
Why is this project worthy of an award?
The Spin Master team launched Hatchimals in 2016, which delivered a first-of-its kind toy with a unique play experience for children. After remaining at the top of the toy charts during the holiday season and beyond, Spin Master answered the demand for bigger and better by further expanding their portfolio with Hatchimals Surprise. Looking ahead to their second year, the team wanted to push the limits of what is possible from an innovation and creativity standpoint – taking it one step further to allow kids to hatch not just one, but two characters that both sit in the same egg. The new concept called for a more complex “hatch” mechanism, and rather than pecking through the shell, the characters burst from the top. This took technology to new heights by introducing a new hatching mechanism that allows two units – or “twins” – to hatch out of the life-like egg shell.
What else would you like to share about your design? Why is it unique and innovative?
For consumers, the technology triggers a deeper sense of play. By having children nurture the Hatchimals to life, it creates a strong social bond that is unique and personalized to each experience. Each egg features sensors that can recognize the rubbing and knocking on the shell, which upon activation helps with the hatching process. But, it doesn’t end there. Once hatched, the Hatchimal twins are then able to recognize and interact with one another through built-in sensors. Although surprises are key in building anticipation, it’s the loving bonds and sense of exploration after the reveal that’s key in sustaining that heightened level of interaction. Hatchimals Surprise once again mirrored the success of the original Hatchimals, becoming a top toy for the holiday season and receiving national praise due to the impressive and first-of-its kind technology pioneered by the brand.
Who worked on the project?
James Martin, Senior Vice President, Robotics Sandra Shatilla – Sr. Director of Marketing Kate Frostad – Director Hatchimals Franchise Marketing Anne Charbonneau – Associate Designer David McDonald – VP of Design Amy Pruzansky – Sr. VP of Global Advance Concepts Team
View the project video: https://www.youtube.com/watch?v=4I9MrBZ4oPQ
