Project
GoClub
Client:
Gojek
Date:
Dec 3, 2020
Category:
Interaction Design, Branding
Acknowledging Our Users: Launching the Loyalty Programme
In our pursuit of enhancing user retention rates, we opted to initiate the initial pilot for the loyalty program. The directive provided to the branding team emphasized the importance of considering user sentiment and capturing attention to create a memorable experience. As a customer-focused company, achieving the right balance in our approach became crucial, requiring a deep understanding to craft an effective marketing campaign around the loyalty program.
Approach:
We initiated the process by delving into the sentiments of our customers and understanding the existing brand perception. Formulating a comprehensive strategy became our first step, encompassing aspects such as naming, positioning, and the overarching promise of the brand. The resulting design emerged as a direct reflection of these strategic elements, a culmination achieved after undergoing multiple iterations for refinement.
My Role :
Brand strategy :
As we explored user preferences through past research, we opted for a playful yet inspiring personality for the loyalty program—dubbed 'GoClub.' Each tier received a name in a social hierarchy, with a special celebration for the top tier, 'Anak Sultan,' in our campaign, emphasizing a narrative beyond benefits.
Design direction :
Infusing personality into the design was crucial. We brought characters to life using the GoClub logo and personalized each tier through engaging illustrations. Taking it a step further, we introduced motion to these designs, enhancing their visual appeal. In our marketing campaign, we highlighted the lifestyle of the 'Anak Sultan' tier through focused photography.
Testing and implementing :
After each iteration of the design, we tested them in real-world use cases. Once we honed in on a final direction, we collaborated with the UX research team to validate our findings based on customer inputs. After confirming the design, we partnered with the engineering team to build various interactions and developed a full-scale campaign in collaboration with the marketing team.
Solution:
The ultimate result of the GoClub brand, product, and campaign emerged as highly consistent, meticulously thought through, and well-positioned. Testing and validating each iteration provided us with clarity on converging towards the final brand direction.
prime example of how an end-to-end brand experience can maintain consistency across every touchpoint. Rigorous validation of design approaches and the creation of an extensive campaign for the launch provided us with excellent visibility and conversions from users.
Client:
Gojek
Date:
Dec 3, 2020
Category:
Interaction Design, Branding
Acknowledging Our Users: Launching the Loyalty Programme
In our pursuit of enhancing user retention rates, we opted to initiate the initial pilot for the loyalty program. The directive provided to the branding team emphasized the importance of considering user sentiment and capturing attention to create a memorable experience. As a customer-focused company, achieving the right balance in our approach became crucial, requiring a deep understanding to craft an effective marketing campaign around the loyalty program.
Approach:
We initiated the process by delving into the sentiments of our customers and understanding the existing brand perception. Formulating a comprehensive strategy became our first step, encompassing aspects such as naming, positioning, and the overarching promise of the brand. The resulting design emerged as a direct reflection of these strategic elements, a culmination achieved after undergoing multiple iterations for refinement.
My Role :
Brand strategy :
As we explored user preferences through past research, we opted for a playful yet inspiring personality for the loyalty program—dubbed 'GoClub.' Each tier received a name in a social hierarchy, with a special celebration for the top tier, 'Anak Sultan,' in our campaign, emphasizing a narrative beyond benefits.
Design direction :
Infusing personality into the design was crucial. We brought characters to life using the GoClub logo and personalized each tier through engaging illustrations. Taking it a step further, we introduced motion to these designs, enhancing their visual appeal. In our marketing campaign, we highlighted the lifestyle of the 'Anak Sultan' tier through focused photography.
Testing and implementing :
After each iteration of the design, we tested them in real-world use cases. Once we honed in on a final direction, we collaborated with the UX research team to validate our findings based on customer inputs. After confirming the design, we partnered with the engineering team to build various interactions and developed a full-scale campaign in collaboration with the marketing team.
Solution:
The ultimate result of the GoClub brand, product, and campaign emerged as highly consistent, meticulously thought through, and well-positioned. Testing and validating each iteration provided us with clarity on converging towards the final brand direction.
prime example of how an end-to-end brand experience can maintain consistency across every touchpoint. Rigorous validation of design approaches and the creation of an extensive campaign for the launch provided us with excellent visibility and conversions from users.
Client:
Gojek
Date:
Dec 3, 2020
Category:
Interaction Design, Branding
Acknowledging Our Users: Launching the Loyalty Programme
In our pursuit of enhancing user retention rates, we opted to initiate the initial pilot for the loyalty program. The directive provided to the branding team emphasized the importance of considering user sentiment and capturing attention to create a memorable experience. As a customer-focused company, achieving the right balance in our approach became crucial, requiring a deep understanding to craft an effective marketing campaign around the loyalty program.
Approach:
We initiated the process by delving into the sentiments of our customers and understanding the existing brand perception. Formulating a comprehensive strategy became our first step, encompassing aspects such as naming, positioning, and the overarching promise of the brand. The resulting design emerged as a direct reflection of these strategic elements, a culmination achieved after undergoing multiple iterations for refinement.
My Role :
Brand strategy :
As we explored user preferences through past research, we opted for a playful yet inspiring personality for the loyalty program—dubbed 'GoClub.' Each tier received a name in a social hierarchy, with a special celebration for the top tier, 'Anak Sultan,' in our campaign, emphasizing a narrative beyond benefits.
Design direction :
Infusing personality into the design was crucial. We brought characters to life using the GoClub logo and personalized each tier through engaging illustrations. Taking it a step further, we introduced motion to these designs, enhancing their visual appeal. In our marketing campaign, we highlighted the lifestyle of the 'Anak Sultan' tier through focused photography.
Testing and implementing :
After each iteration of the design, we tested them in real-world use cases. Once we honed in on a final direction, we collaborated with the UX research team to validate our findings based on customer inputs. After confirming the design, we partnered with the engineering team to build various interactions and developed a full-scale campaign in collaboration with the marketing team.
Solution:
The ultimate result of the GoClub brand, product, and campaign emerged as highly consistent, meticulously thought through, and well-positioned. Testing and validating each iteration provided us with clarity on converging towards the final brand direction.
prime example of how an end-to-end brand experience can maintain consistency across every touchpoint. Rigorous validation of design approaches and the creation of an extensive campaign for the launch provided us with excellent visibility and conversions from users.