#STUDYCASE - GOJEK
GoSend Gift Challenge
How might we transform GoSend from a purely functional delivery service into an emotionally meaningful gifting experience, without increasing complexity for everyday shipments?
MY ROLE
UI/UX Designer
TIMELINE
1 Month
PLATFORM
Mobile App
RECOGNITION
Challenge Winner
#1 - PAIN POINTS
The Challenge
GoSend makes sending packages convenient, but its existing experience focuses primarily on logistics.
When users want to send a gift, they have no dedicated way to mark the package as a gift, include a personal message, or preserve the element of surprise. As a result, sending a gift can feel no different from sending an ordinary package.
I explored how GoSend could support a more thoughtful gifting experience while keeping its existing delivery process simple and familiar.
01
No Gifting Context
Senders cannot explicitly identify a delivery as a gift.
02
A Lost Element of Surprise
The sender's identity may be revealed before the recipient opens the gift.
03
Limited Personal Expression
There is no integrated way to include a digital greeting card.
04
Timing Matters
Senders may want to coordinate a pickup with a meaningful occasion or their own availability.
The Vision
Transform GoSend from a purely logistical experience into a thoughtful gifting experience, without sacrificing the speed and simplicity users already value.
Design Goals
Preserve the familiar GoSend delivery flow.
Add emotional value through personal messages.
Maintain the element of surprise.
Make gifting feel intentional without introducing unnecessary complexity.
#2 - UX AUDIT
Understanding the Existing Experience
Before designing new features, I audited the existing GoSend flow to identify where the gifting experience could fit naturally.
The core delivery steps - pickup location, destination, delivery selection, and checkout, were retained. The main opportunity was within the package details and the experience after delivery.
Rather than redesigning the entire product, I focused on extending the existing workflow with a small set of purposeful interactions.
Existing Flow Map
Proposed Flow Map
#3 - SOLUTIONS
Key Design Decisions
Gift Mode: Add gifting without adding friction
I introduced Gift Mode within the shipping details stage, where users already provide information about their package.
Gift-related options remain hidden by default and appear only when Gift Mode is enabled. This keeps the standard delivery experience uncluttered while allowing users to customize a gift when needed.
Design Principle:
Progressive disclosure.
Digital Greeting Card: Make room for a personal message
A digital greeting card allows senders to include a personal message without placing a physical card inside the package.
The proposed experience also supports different visual themes for different occasions, making the gift feel more personal.
Design Principle:
Personalization with minimal additional effort.
Surprise Mode: Keep the sender's identity hidden until the right moment
Surprise Mode allows senders to hide their identity from the recipient until the greeting card is opened.
The design considers the needs of both the recipient and the courier: the courier still needs the information required to complete the pickup and delivery, while the recipient-facing experience preserves the surprise.
Design Principle:
Balance emotional experience with operational needs.
Scheduled Pickup: Give senders more control over timing
A gift can feel less special when it arrives at an inconvenient moment. Scheduled Pickup allows senders to choose when a package should be collected, helping them coordinate deliveries around birthdays, anniversaries, and other meaningful occasions.
This feature focuses on pickup timing rather than promising an exact delivery time.
Design Principle:
Make the experience more intentional without overpromising delivery precision.
Reuse Existing Patterns: Keep the experience familiar
Instead of introducing an entirely separate gifting journey, I reused familiar GoSend interface patterns and integrated the new options into the existing workflow.
This approach aims to reduce unnecessary steps and make the new experience feel like a natural extension of the product.
Design Principle:
Extend the existing experience, not reinvent it.
#4 - END TO END
The Final Experience
The redesigned experience connects the sender's actions with the recipient's emotional journey.
From enabling Gift Mode and personalizing a greeting card to receiving a gift and opening its message, each interaction is designed to make an ordinary delivery feel more meaningful.
Design System
Hi-Fi Design
Completing the Recipient Journey
The experience does not end when the package is delivered. A proposed shareable deep link gives recipients a way to access the digital greeting card.
Recipients with the Gojek app would be directed into the app, while those without it would see a responsive web version. This is a proposed interaction that would need technical validation before implementation.
#5 - THE PROPOSED EXPERIENCE AIMS TO:
Expected Impact
01
Feel Personal
Make gift deliveries feel more personal through digital greeting cards.
02
Surprise Element
Preserve the element of surprise through sender privacy.
03
Familiar
Keep the existing GoSend workflow familiar and simple.
04
Necessary Steps
Encourage emotional engagement without adding unnecessary steps.
#6 - WHAT I FACED
Challenges & Considerations
Balancing surprise with courier operations
Hiding the sender from the recipient should not prevent couriers from accessing the information they need to complete a delivery. The design therefore distinguishes between information required for delivery operations and information shown to the recipient.
Making the greeting card accessible
Not every recipient will have the Gojek app installed. I proposed a shareable deep link that supports both in-app and web access, avoiding a mandatory app installation. The link-delivery mechanism and recipient access flow would need further validation.
Designing without direct access to the live product
Because I was in Malaysia, where GoSend was not available to me for direct testing during the project, I gathered interface references from publicly available sources and screenshots captured with help from family members in Indonesia.
This helped me ground the redesign in the available product references, although direct interaction with the live experience would have strengthened the audit.
Working within an existing product ecosystem
New features needed to feel native to GoSend rather than disrupt its established workflow. I addressed this by reusing existing patterns, keeping gifting options conditional, and avoiding unnecessary additional screens.
Reflection
This project taught me that meaningful product improvements do not always require redesigning an entire experience. Small, intentional interactions can create a more memorable journey when they respond to real user needs.
I also learned that designing a gifting experience goes beyond adding features. It requires considering the emotions of the sender and recipient, preserving the element of surprise, and accounting for the operational realities behind the interface.
Recognition
This project was selected as the winner of my mentor-led Monthly UI/UX Challenge #1. I'm grateful for the opportunity to explore how thoughtful design can make a familiar delivery experience more meaningful.