Gojek · GoPlay · 2017–2019
I led product design for GoPlay — Gojek's OTT platform across iOS, Android, Web and Smart TV — and fixed content discovery through rapid experimentation, driving engagement quarter after quarter.
Role
Product Design Lead
Timeline
2017–2019
Team
2 designers · Research · Writing · Illustration
Platforms
iOS · Android · Web · Smart TV
Overview
GoPlay is Gojek's OTT platform — publicly available across Indonesia with exclusive movies and series, including the country's 2019 Academy Awards entry Memories of My Body and originals co-produced with Vice. I joined at the MVP stage as design lead, owning design across every GoPlay surface.
My contribution
Research · IA · Interaction · Design System · Design Ops
Status
Live — publicly available in Indonesia
In the press
Problem
The MVP was built to business requirements without end-user insight, making it hard to use — tasks were slow and unnecessarily prolonged. It also lacked documentation, IA maps, flows and wireframes, and wasn't compliant with Gojek's Asphalt (now Aloha) design system.
Apply an evidence-based method that involves end-users throughout — designing content discovery that delights, and lifts MAU and minutes watched by at least 25% per quarter.
The search for relevant content is often a failure — an unfortunate consequence of bad content-discovery experiences.
Bayu
Young professional · daily inter-city commuter
“Everyone talks about the show they're watching — I just want something good to watch on my commute.”
Goals
Pain points
How might we make discovery so effortless that Bayu always finds something worth watching?
Process
Gojek runs a flexible, product-dependent process. With engineering in 3-week sprints, I kept validated designs at least a sprint ahead — then tracked them continuously.
Docs, task management, user-flows, IA and a dark-mode design system.
Competitive analysis, interviews, surveys and store & social feedback.
HMWs scored on desirability, feasibility and profitability.
Usability tests, card sorts and A/B tests, measured in production.
Maintaining design across three platforms was never a solo job, so we made our first hire and scaled with the product. I embedded task management (Asana), documented decisions on Confluence, and turned the engineering flow diagrams into user-flows, IA and wireframes. Then the big one — theming the light Asphalt DLS into a dark mode with GoPlay's hot-pink scheme, and converting the essential components for mobile and web.
To inform product, content and market strategy post-launch, we ran competitive analysis, user interviews and surveys, and mined feedback from social media and the app stores — collecting both quantitative and qualitative data.
UX analysis across competing streaming services.
With the research in hand, I applied design-thinking to identify multiple “How might we…” statements and ran them through a prioritisation framework — desirability, feasibility and profitability — to decide where to invest.
I approach design problems by forming a hypothesis and running it through experimentation to conclude with evidence. Three experiments did the heavy lifting.
Do users need content details from the CW list? Do they delete finished items? 12 consumers, 45-minute moderated sessions, six alternatives.
Result: Alt #1 — 40% more effective, 23% more efficient. Alt #6 — 66% higher satisfaction.
How should the page be structured, and where do trailers belong? Design reviews + usability picked the layout; an online hybrid card sort set the hierarchy.
Result: Variant #4 won; a similarity matrix produced the final IA.
Can a personalised home retain users? Presentation layers — feed order, copy, theme-card art — A/B tested by behavioural segment and read via analytics.
Principle: observe what people DO, not only what they SAY.
Continue Watching
The winning alternative separated the play and details actions and ordered the rail by minutes-left, so returning viewers resume in a single tap.
“The play and details button is separated, nice — I'll watch the content with the fewest minutes left first.”
Details page & trailers
A card-sort–driven IA put the right details first and gave trailers a proper home — so viewers get the “why” before they commit, and shorter trailers keep them curious.
Personalised home
Feed order, copy and theme-card artwork are continuously A/B tested by behavioural segment — helping viewers relate to a story's expectation and decide faster.
Solution
Impact
Over three quarters the experiments compounded into clearly positive results across engagement — and set up the next bet: the Smart TV app.
Keep the user at the centre.
Hypotheses run through real experiments beat opinions — every time.
Foundations are a force multiplier.
Docs, IA and a dark-mode DLS let a small team scale across four platforms.
Observe behaviour, not just words.
The A/B mindset — reading what people do — kept every decision honest.