Gojek, Indonesia’s super app, was quick to adapt to the Covid 19 pandemic, says its then Chief Product Officer Bruce Haldane in this #mtpcon Digital APAC keynote from 2021. Gojek witnessed an increase in the demand for groceries, for example, and responded by scaling out the brands it offered to provide a bigger range for consumers, opportunities for free merchants, and more work for drivers.
The company also developed three super apps: one for the consumer, to fulfil their daily needs; one for drivers, to optimise their productivity and income; and one for merchants, to increase turnover and scale their business.
The expansion has meant that it has become important to focus on the company’s original purpose using a formal system that Bruce refers to as the ‘customer lens framework.’
This consists of asking three questions:
- Are customers happy?
- Are we growing?
- Are we delivering value?
These questions are used to generate hypotheses and to facilitate experimentation and validation.
Bruce also introduces Jaeger, a multi-objective allocation system which combines machine learning models developed as a way of improving the allocation and optimisation of the data collected in the Gojek ecosystem. He also reminds us of the importance of social and ethical responsibility, and stresses that it’s important to look after everyone in the ecosystem.
Watch the original talk: Purpose-driven product by Bruce Haldane