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On-demand Service Industry: How Gojek has become successful by solving these 3 problems?

On-demand Service Industry: How Gojek has become successful

Gojek is an efficient app that provides multiple on-demand services to customers. This app was mainly developed to cater to all your needs. After its success in the on-demand service industry, many other businesspersons wanted to build an app like GoJek. Entrepreneurs got to know that GoJek had a higher profit percentage in the past few years. So most of them are looking to create an app with a budgeted expense. That is when they came across the GoJek Clone app in the market. Many development companies put forth their apps for purchase. It answered the entrepreneur’s search for low-cost apps. 

Though it was more advanced than the original GoJek app, it had a few issues that had to be resolved. They started analyzing to see if GoJek also had the same problems. To their surprise, the GoJek app also had to overcome a handful of issues to be the best. 

Given below are the problems faced by the GoJek app and what tools they devised to bring these concerns under control:

Speculate the On-demand service industry market statistics

With the growth of this industry, the key players are also increasing in number. So, GoJek decided to predict the future stats with a few major aspects into consideration: 

  • Sales
  • Acceptance of a new product
  • User behavior
  • Resource requirements

Solution

With these elements, the growth of the app in the industry can be calculated. However, to calculate this, a forecasting model will be required. Forecasting is not an easy task as you will need a set of machine learning algorithms to be employed. Else, you can assign data scientists to compute the results manually. But, the results will not be accurate. So GoJek came up with a tool called Go-Forecast to get over this problem.

It was developed by the winner of the national data science competition that was held in the year 2019 at Singapore. XGBoost machine learning algorithm was employed in the tool to predict the future statistics of the market. The main variation between the other tools and Go-Forecast was that it could calculate the results in a jiffy. Another leverage was that it could compute the outcome for multiple cities. It also displayed the attributes on which the company should spend less to avoid any form of loss. They are planning to add more advanced features in the future to make it more efficient.    

Customized filters for searching

This was another challenge that GoJek faced. Search results are outcomes that people must find useful. When they search for something in the app, they should obtain a relevant answer. Else, when the right filters are applied, the accurate answers should be displayed. People will refrain from using the app if the search results are irrelevant. One of the major businesses of the GoJek app is the food delivery service. Since it delivers from over 300K restaurants, it will be difficult to choose the right restaurant. 

Solution

To overcome this, they built a new app called Go-Food Search, that ranks the restaurant based on the keywords used by the customer to search. They employed a service called Elasticsearch that will display the restaurants based on the keywords used, availability of the restaurant, and the distance of the delivery point from the restaurant. Another framework called Gourmet Response was also included in the app to obtain the merchant information display items that are relevant to their search or preference. To display results based on user preference, the LearnToRank model was also incorporated. With the help of all these robust frameworks, the search results were displayed. 

If you deploy a ready-made solution like Gojek clone app, it is easy to launch an on-demand service app instantly without having to spend indefinite hours on research and development.

Rationalized landing pages

Another hurdle that they came across was customers found that there was similar content in all the landing pages available in the app. The GoJek app included more than 20 services in their apps, but all the services had a landing page that had the same options or layout. The customers did not like this, and it became a factor that affected the business. 

Solution

To resolve this issue, GoJek formed a team of developers to analyze the defects that had an impact on the user experience. The present interface was analyzed and categorized. Those categories were circulated among the UI team, testing team, and the front end team. They did not use any external tools to optimize their landing pages. They came up with solutions after an in-depth analysis and corrected all the mishaps.

Wrapping up

Since the launch of their app in the market, they have faced issues with the app. But, in due course, they have rectified the issues and survived in the market for a long period of time. These were a few challenges that GoJek came across and handled smoothly to gain the trust of the customers.  

About the guest author

Jennifer Atkinson is a Growth hacker & marketer for Appdupe – app development company focused on providing ready-made app solutions. She loves to find new business ideas and helps startup entrepreneurs with business consultation. She has a specialty in writing about startup ideas, feasible business recommendations, etc.

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