GoMart is Gojek's instant grocery service — order from supermarkets and local stores across Indonesian cities and get hand-picked groceries delivered to your door.
Alfamart, Lotte Mart, Sayurbox, Watsons and more — with dedicated shoppers preparing orders in-store and drivers fulfilling last-mile delivery inside the Gojek super-app.
GoMart · Consumer Journey
My role
As a Product Designer lead, I led discovery and conversion design — facilitating Studio Accelerator sprints, desk-research synthesis, and cross-functional alignment between Search & Reco, Reliability, and Brand.
Case study · GoMart
Routine Grocery Discovery
How might we help competent shoppers discover, trust, and routinely use GoMart?
Anchored on KR 2.5 — moving visit-to-book from 14% to 25% — through a Studio Accelerator sprint that turned funnel data and brand strategy into a portfolio of bets: bottom navigation as the structural unlock, plus order-tracking & chat and onboarding stories alongside.
H1 2021 · 6 months · On Production
01
Studio Accelerator4 weeks
The Studio Accelerator
A cross-functional sprint format for tactical product bets. GoMart discovery was sponsored by C-level Deciders and run by design, research, engineering, and marketing working as one dream team.
I facilitated problem framing, desk-research synthesis, and the persona brainstorms. We produced a set of parallel tracks, not one solution.
Way of working
One board, one team, four weeks.
This case study runs inside Gojek's Studio Accelerator — a 4-week, cross-functional sprint format for tactical product bets, sponsored by C-level Deciders and run by design, research, engineering, and marketing working as one dream team.
Live Miro board — lightning-talk note-taking across keywords, challenges, and candidate solutions
Engagement plan · 4 weeks
From prioritised bets to validation roadmap.
Design experiments
Roadmap for validation
Turn prioritised bets into a phased build & validation plan — concept testing, visual design, and ship.
02
BusinessBrandFunnel
What we were solving for
Three inputs framed the sprint: the KR we owned, the shopper the brand wanted, and the point in the funnel where they were dropping out.
I mapped the funnel end-to-end before Session 1 and turned Brand Key pillars into the HMW challenges the teams brainstormed against.
Context · Business
The bet we had to win
H1 2021 north star: 2M monthly transactions by June. Within that, Consumer Journey owned one critical reliability KR — visit-to-book conversion from 14% → 25%.
GoMart had to shift from ad-hoc efficiency shopping to routine competent grocery — planners who buy weekly essentials, not one-off emergency orders. Discovery was the leak; the Studio produced multiple bets to close it.
BCR, Supermarket COs, and Fill rate were guardrail KRs owned by sibling pods (Reliability, Merchant Ops) running in parallel — this case study follows KR 2.5, the discovery & conversion bet Consumer Journey owned directly.
Primary metric · the one we owned
14% → 25%
Visit-to-book conversion (KR 2.5)
BCR target
>88%
Booking completion rate
Supermarket COs
10%→40%
Routine-buy acquisition
Fill rate
>95%
Order reliability
CSAT baseline
92%
Post-order T2B, Feb 2021
Strategy · Nation brand workshop, March 2021
Who we design for
Nation, our brand research partner, distilled three shopper personas from a 2-day workshop — each chasing "competence" in groceries a different way. Select a persona to explore:
Brand Key · Nation workshop output
The framework behind every HMW
Nation's Brand Key distilled who GoMart was for and how the brand should show up — root strength, competitive frame, target, insight, benefits, personality, and reasons to believe — before any Studio session opened.
The three pillars became the HMW challenges the teams brainstormed against in Session 2:
Autonomous platform — structure discovery so competent shoppers can browse without friction
Effective communication — trust through the order, not just at checkout
Maximized value — show value before a cluttered home on first visit
Essence: "Effortless grocery shopping" for Competent Consumers — expert planners, 25–40, SEC AB — moving GoMart from ad-hoc efficiency into routine competence.
Nation's Brand Key — root strength, essence, and the three pillars that became Studio HMW challenges
Discovery · Solo desk research, ahead of Session 1
The funnel was leaking before booking
I independently mapped the funnel end-to-end — Gojek home → GoMart home → search → merchant → cart — to give Session 1 a shared starting point: ~41% dropped before GoMart home, ~52% from search to add, and merchant pages lost ~50%.
Hover to magnify · click image to expand
03
6 teams · 3 HMW
Brainstorm to prioritised bets
I ran the persona × pillar brainstorms and the convergence that turned votes into three ranked bets.
Studio Accelerator · Brainstorm
Three tracks, three speeds.
Dot-voting surfaced dozens of ideas across 3 HMW challenges and 6 persona teams. We committed to three parallel tracks — each mapped to a different beat of the HMW: discover, trust, and routinely use.
Ranking wasn't a straight read of the votes. The top-voted features all needed somewhere to live, so they folded into Solution 1 as dedicated tabs — which is how the lowest-voted idea became the key bet. Intro UX became Solution 3 as a team pick, and order-tracking & chat came from service blueprint gaps rather than the vote at all.
These bets became a phased design-and-validate roadmap — the next chapter follows all three in the solution space.
Lowest vote (1★). Highest structural leverage — the only idea that could house the top-voted features as tabs.
Solution 2 · Secondary
Order-tracking widget & chat
Shopper/driver comms from homepage widget and in-flow modal.
Solution 3 · Quick execution
Onboarding stories
Full-screen value prop before the cluttered home.
04
Design & ValidateDiscover · Trust · Routine use
Solution space
Session 2 convergence produced three parallel tracks at different speeds — each mapped to a beat of the HMW: discover, trust, and routinely use. Bottom navigation was the structural unlock; order-tracking & chat and onboarding stories ran alongside as parallel bets from the same brainstorm.
I designed three phased navbar releases and took the most complete into concept testing with 6 IDIs, June 2021 — while Solutions 2 and 3 moved on trust after booking and value before first visit.
Solution 1 · Key · Bottom navigation
Navbar Needs Exploration · R&I · June 2021
A proven pattern, not a leap of faith.
GoFood had already shipped this exact move: −3.7% time-to-book, +23% clicks, 2× reorder-page traffic, and 70% of new GoMart shoppers already knew it.
Why a navbar, once hygiene is fixed
Poor search relevance was persistent across studies (Mar–Jun 2021) — fix content discovery first, then let the navbar be the silver bullet for everything else.
Adds visible structure to overcrowded content
Opens space to showcase existing and new features
Simplifies the ineffective back-and-forth navigation in-app
That confidence became a dedicated navbar-needs study — three phased releases, one taken into testing.
What shoppers told us
"I can roam more freely in the app, like e-commerce. Right now it's very much choose merchant → choose items → checkout only."
Three phased releases, one tested
From MVP to the concept we tested
I designed three progressively richer releases before this went to research — each one a hypothesis about what the navbar needed to solve. Only the most complete release went into the June 2021 concept-testing study with 6 IDIs.
Release 1 · MVP
Explore · Search · My Orders
Hypothesis: promoting order history to its own tab — with a one-tap "Order again" that rebuilds the cart — will lift reorder rate for routine shoppers.
Desk research had flagged low visibility for the reorder widget and past-purchase section.
Release 2 · +Merchant
Explore · Merchant · Search · My Orders
Hypothesis: giving Merchant its own destination — store grouping, branches, categories — will cut the back-and-forth between stores.
Targets the ~50% merchant-page drop-off flagged in desk research.
Release 3 · +Promo
Explore · Merchant · Search · Promo · My Orders
Hypothesis: consolidating deal content into one destination will lift engagement for deal-driven shoppers — addressing the "inefficient deal browsing" and low "Deals of the Day" visibility research flagged.
→ Taken into concept testing · 6 IDIs, June 2021
One hypothesis from Release 3 didn't hold up: a dedicated Search tab. Testing disproved it — refinements below.
Concept testing · June 2021 · 6 IDIs
What 6 IDIs told us about Release 3
We walked participants through the full 5-tab wireframe — Explore, Merchant, Search, Promo, and My Orders — and tagged expectations, delights, and pains per menu.
Promo — customers want membership & loyalty content, not just discounts
Order — merge ongoing/past into one page instead of tabs
Explore kept its name (GoFood precedent); search bar + recs added to the homepage.
Before build · Discoverability
Coachmark/tutorial became mandatory — no participant recognised the bottom nav without prompting.
Search stayed on Explore, not as a tab — matching GoFood behaviour and what participants already expected from the homepage.
From research to visual design
The structure held in research — so I designed for it
Bottom navigation wasn't a leap of faith. GoFood had proven the pattern, 6 IDIs validated Release 3, and the same five-tab IA carried straight into visual design.
Visually: wireframe placeholders became GoMart's brand system — green accents, photography, real merchant storefronts, and product-led promo cards. Structure unchanged; fidelity upgraded.
After · Visual design
Before · Wireframe
⟺
Drag to compare wireframe and visual design
Solution 2 · Secondary · Trust
Effective Communication · mid-order
Order-tracking widget & chat
Trust · mid-order
A parallel Studio bet on trust after booking. During an active order, consumers chat with both shopper and driver — from the Gojek homepage track widget, Chat tab, or an in-flow modal. Born from service blueprint gaps: no customer–shopper chat, verbal consent only.
Solution 3 · Quick execution · Discover
Onboarding stories — full-screen value prop before the cluttered home
Maximized Value · first visit
Onboarding stories
Discover · first visit
The fastest bet to ship from the same brainstorm — full-screen story cards that explain value before a cluttered home: choose your store, search across stores, hand-picked by shoppers, instant delivery.
Shipped · Impact
From Studio bets to production
Bottom navigation shipped across Indonesian cities on the H1 Consumer Journey roadmap — the structural bet from the brainstorm. Order-tracking & chat and onboarding stories followed as parallel quick wins.
Directional leading indicators from the rollout window; KR 2.5 close-out wasn't part of the record referenced here.
Shoutouts
Studio Accelerator dream team — design, research, engineering, and marketing working as one, sponsored by C-level Deciders. Nation (brand research), Search & Reco, Reliability, and Brand partners across the sprint.
Business context at sprint start · April 2021
Target · KR 2.5
14→25%
Visit-to-book conversion — the north star Consumer Journey owned for H1 2021
At sprint kick-off
905k
Monthly checkout orders when the Studio sprint kicked off · internal growth decks
