UX Research Case Study: Gofood

8 min readAug 13, 2022

Hello! My name is Radiva, I am currently studying UI/UX at Dibimbing.id. Along with my team: Bayu Dwi Prasetyo and Anisa Dian Pertiwi we found some interesting findings regarding one of the most popular Gojek feature which is Gofood. So here is some of our findings and the process behind it:

Overview

In this case study, we conduct research on one of Gojek features, which is Gofood. Gofood itself is a food delivery service that integrates merchants with Gojek drivers. We want to know users behavior when using the feature, pain points, and their needs. In addition to that, we also did a competitor analysis for other apps that also provide those services. We did a 1–1 In-depth interview with 5 gojek active users and with 5 non-gojek active users (grabfood and shopeefood). There are 5 main problem topics that we found, including the promo, the category sorting, an additional chat with merchant feature, drivers and delivery additional fee, and the ordering flow. We then come out with some recommendations regarding those issues, such as:

Promo

Redesign promo page
Redesign Gofood Homepage to make it seems like it has much more promo
Redesign merchant sorting based on their promo, so it will be easier for users to choose a merchant base on the biggest amount of promo

Category Sorting

Find and redesign the Gofood category that has more relatable to the users

Chat with Merchant

Adding a feature chat with the merchant to make it easier for the user to confirm directly to the merchant if there are any additional notes about the order

Additional Delivery and Drivers Fee

Make a pop-up notification if there’s a change in prices such as an additional cost for parking or other costs
Redesign the order summary page to make it more detail

Ordering Flow

Redesign a food selection page with a quantity column before adding it to cart

The process: Research Plan

Background

Gofood is one of the many feature that Gojek provide that are widely used in everyday situation. Gofood itself is a food delivery service that integrates merchant with motorcycle courier that Gojek provide. With over 550,000 merchants that work with Gojek, Gofood clearly is one of the leading food delivery service these days. But because of that reason too, Gofood feature needs to keep improving. Based on our initial findings we did by reading some reviews in Playstore or Apple store, We found that, Gofood is one of the features that users want to improve.

So, I and my team want to understand the user problem and needs when they use the Gofood feature by conducting an in-depth interview with both Gojek and other food delivery services. In addition to that, I and my team want to compare the other food delivery service such as GrabFood and ShopeeFood to later on will be used as a guide to determine the main problems and could find some solutions and innovations that could be implemented in Gofood feature.

Objective

Understand the GoFood user behavior when they use the service
Understand the user pain point yang when they used GoFood
Understand the needs that GoFood users that haven’t been fulfilled by the GoFood service
Understanding the competitor Grabfood dan Shopeefood

Methodology

Qualitative — In-Depth Interview: This method is used to obtain information about user behavior in using the GoFood application based on points from predetermined objectives. We also use this method to interview users that prefer to use other food delivery services such as Grabfood and Shopeefood
Qualitative — Competitor Analysis: This method is used to gain insight from the competitor users and compare the GoFood app service to GrabFood and ShopeeFood.

Timeline : 3 Weeks (15 Days)

planning the research
conducting an interview and competitor analysis
analyzing and reporting

Flow

Sample Specification

We interviewed 2 different types of users. Gofood Users and Non-gofood users. Non-gofood users referring to users that prefer to use other competitor apps (Shopeefood and Grabfood)

Gofood Users Requirement (5 Users)

Gofood active user — Done a GoFood transaction 4 times or more in the last 1 month
Using GoFood service atleast once a week

Non-Gofood Users Requirement (5 Users)

Non-gofood (Shopeefood/Grabfood) active user — Done a Non-gofood transaction 4 times or more in the last 1 month
Using GoFood service at least once a week

General requirement: Criteria for both Gofood Users and Non-Gofood Users

Located in Indonesia
Men and Women
Age 18–60

The process: Main Findings

After we finished doing an interview and competitor analysis. We make an affinity diagram to make the data easier to understand. Here are some of our findings.

Gofood users behavior

People use gofood when they don’t feel like going out to buy food, when they are at the office, or when they are hanging out with their friends.
People like to use gofood during lunch break and at midnight.
One of the reasons why people use gofood is because gofood offers a wide range of food merchant variants compare to other apps
Gofood users like the food category feature. But their favorite one is a category base on the nearest restaurant and a restaurant that provides 24 hours service.
When Users want to order food using the apps, they like to check promos first, compare the food price with other apps, and then do the transaction in the apps that have the best deals.

Pain Points

Go Food users find that there’s still room to improve for gofood promo. The amount of gofood voucher, the types of a voucher that are only available for a certain time and the minimum purchase still doesn’t fit the needs of gofood users.
Users find that it’s annoying when the price of the service is not definite. For example when some drivers ask for additional parking fees and when there’s a change in delivery fare during rush hour
Users find that the food category on the GoFood apps doesn’t suit them, altho some category suits their needs like the 24 hours resto and the nearest resto, the other category feels like it’s too much and doesn’t fit them.

Needs

Users need a way to use more promo when they use gofood service
Users need to browse the merchant category base on the promo. Altho there’s already a promotional tab but it seems that it doesn’t fit their needs
Users feel like gofood needs some improvement, in terms of the system, they expected that the cashback return as gopay not gopay coins, and the users want the promotional voucher to apply for all types of payment.

User Persona

Customer Journey Map

Competitor analysis

In the competitor analysis, we do 1 on 1 interview and compare other applications with Gofood. Here are some of our findings:

Application Comparisons

we notice that several points need to be highlighted:

We notice that there are some interesting findings when we compare the apps:

In the other apps, the nominal of the promo can be seen on the banner
On the gofood homepage, the promo isn’t really looking tempting for the users
On the food selection page, the menu bar column is not in an easy-to-find position so the user needs to scroll first
Users cannot directly add quantity when ordering food
In the gofood apps, there are no check bar in the promo page and promo is applied automatically

Pain Points of the Competitor Users

In the competitor food delivery apps, users find it annoying when the voucher is manually applied, they also stated that the voucher sorting is too random.
Sometimes when the users want to order something on their chosen merchant, the merchant status is open, but when they try to choose the menu, the food is all in grey (which means that they couldn’t select the food)
They also found that the Customer service that the competitor app provides, isn’t too responsive and not give any solutions

Needs of the Competitor Users

Sometimes the driver isn’t paying attention to the notes that the customers instruct, so the users need a way to communicate with the merchant directly
The users need a various kinds of payment

Reasons why people use other food delivery apps

Discount and promo
They used to use the app on a daily basis.
When they want to eat snacks
The instant and easiness of the apps offer

Main Problem

After analyzing the data we collected, we conclude that there are 5 main problems:

Users need a way to see more promo because users find that gojek promo is not enough
Users need a way to have a go food category that more relates to them because users find the category isn’t right for their needs.
Users need a way to know if there would be an additional cost for her because users find that it’s annoying to have to give an extra cash
Users need a way to communicate with the merchant directly because users find that it’s annoying when they receive the wrong orders
Users need a way to pick an amount of food quantity directly because users finds that it’s annoying to switch back a forth just to add more quantity

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