The 2021 merger of Indonesian tech giants Gojek and Tokopedia, forming GoTo, created a clear need for a unified, seamless user experience. The first step toward this ecosystem with diverse product offerings was establishing unified account management.

Problem statement

The GoTo ecosystem onboarding process must seamlessly merge and connect user accounts from Gojek and Tokopedia, provide clear communication about the benefits.

Anticipated challenges

• Data Discrepancies: Gojek and Tokopedia likely have different data structures and formats, complicating efforts to accurately match and merge user accounts.
• Account Disparity: Handling Gojek's single-account-per-mobile-number policy in conjunction with Tokopedia's multiple-accounts allowance adds complexity.
• Edge Cases: We must anticipate and address numerous edge cases, such as:
  • Users with deactivated or inactive accounts.
  • Users with multiple accounts on either platform.
• Security and Privacy: Ensuring a secure data transfer and providing transparent communication to users about data usage without raising doubts is paramount.
• User Experience: Designing a clear, intuitive linking process is crucial, especially since many users will be unfamiliar with merging accounts across platforms.
• Technical Limitations: Balancing user experience goals with technical limitations imposed by existing systems and a strict launch deadline.

My role

• Led the interaction design process, collaborating closely with Luthfi Eriyando on visual design and prototyping.
• Championed usability patterns and accessibility principles throughout the feature design, ensuring a user-centric focus.
• Coordinated efforts across diverse functions, including UX Research, UX Writing, Illustration, Motion Design, Creative, and Marketing teams to streamline execution.
• Partnered with UX Research to conduct multiple rounds of concept testing and iterative design refinement (low-fidelity to high-fidelity).
• Ensured pixel-perfect implementation through meticulous developer handoffs and thorough quality assurance testing.

Benefits to the user

Hyper-personalised experience

Users receive personalised promotions and offers given by both the apps. Eg. recommendations to buy K-fashion on Tokopedia if bought K-pop concert tickets on GoTix (Gojek’s ticketing service) or receive additional promos for ready to eat categories in GoFood (Gojek’s food delivery service).

Unified loyalty experience

More avenues to spend GoClub (Gojek’s rewards club) points. Users would be able to use unused loyalty points and vouchers for e-shopping on Tokopedia before they expire. They would be matched (or upgraded in some cases) to the appropriate loyalty-tier across both apps.

Unified payment wallet

There would be no need to sign up for another e-wallet to transact on Tokopedia.

Unified account management

Synchronised profile, addresses, payments and KYC details across the GoTo ecosystem.

Seamless login experience

Users can login with a single credential across the ecosystem