Gojek 404 Page Redesign

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INTRODUCTION

In this UX study case, you will find a combination between product design and marketing. Product side is where I and team tried to improve UX design for 404 page, while the branding side is the game (yes, a game in gojek.com) as part of Gojek new logo rebranding campaign called Solv with tagline #ThereIsAlwaysAWay.

PROBLEM

Visitors didn't know what to do on 404 page

Previous 404 page design was only a page with an image says "this page doesn't exist" and no buttons to direct visitors where to go. This will make visitors lost and clueless on what to do. Once they're in that situation, most of them will just leave the website.

DESIGN SOLUTION

Provide CTA to lead visitors

We propose solutions by:

1. Adding button to direct visitors to the homepage, so they could see what is new in the Gojek,

2. And blogpost section to inform visitors about the latest update of Gojek.

We see an opportunity to add our new brand tagline (There is always a way) to engage the visitors on this page. We ideate and various people on the team had different ideas on which platform/format to convey the tagline, and the decision went to a simple web-based game with storyline of the Gojek driver.

With 96,02% of website visitors are from mobile, we targeted this experiment to mobile visitors, as you can see the flow below. While for the desktop visitors, we provide the latest blog for them to read. We package the game as an easter egg, where we don't blast it on social media and let netizen find it from mobile webview.

GAME DESIGN

#ThereIsAlwaysAWay tagline step in

We decided to create the game as simple as tap left-or-right to avoid obstacles. Each milestone has a #ThereIsAlwaysAWay moment for visitors to read and choose the options. Visitors will play as Gojek driver who is delivering the customer to the destination.

All obstacles are came from local insight from Indonesia, such as: angkot ngetem (sudden stop public transportation on road), cat crossing road, kopaja, metromini, police on duty, women gossiping on side of road, and many more.

Brainstorm session with the team to finalize the game mechanic.

USABILITY TESTING

Concept Testing

Before finalizing the visual details of the concept, we wanted to see how our visitors responded to our chosen concept. Our goal was to find out if the visitors could understand the overall design and how they perceived the message.

Left is the early design iteration. After several testing, we choose the right side as the finalized design.

FINAL DELIVERABLES

Visual designs and UX illustrations

Here are some of the design assets.

RESULTS AND NEXT STEPS

Visitors are spend more time in the website

After a month implementing the new design, visitors avg. spend time increase until 3 minutes on the website, while this avg. spend time haven't reached that high before.

New series of game

We are planning to come up with the new series of the game idea, if visitors are spreading words through social media and asking for more of it.