GOJEK: Rewarding good choices with fireworks

Gojek’s app launched in 2015, and since then they’ve racked up nearly 170 million users throughout Southeast Asia.

What started as a scooter taxi ride hailing call center, grew into a ‘Super App’ with over 20 different on-demand services. You can order a scooter taxi, a car mechanic, insurance, a massage, a hairdryer, and your breakfast - all within the same app. 

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Speaking of, I just ordered my breakfast! Let's see how that goes..

Their UX is a breath of fresh air, and they experiment rapidly: every week I see tweaks in design and in how things work.

To me, they recently added their biggest UX win so far: a super festive order success animation.

Right after choosing your food and drinks, at the moment you click ‘order’, the screen shows you a big bomb of joy.

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And every time, I feel like I’ve won something. 

The fun animation makes me feel good about myself.

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I trust that I made the right decision. 

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Here's what happens in my brain:

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The positive gamified experience with full screen fireworks supports my post-purchase rationalisation, or choice-supportive bias.

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I'm basically helped to feel good about my choice of ordering with them.

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If I get rewarded for taking a desirable action, it helps me to reinforce my perception that I made the right choice.

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In this case, I am happy I’ve ordered, and am not scared to do it again.

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Conclusion: reward good choices with fireworks.

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Ah, my breakfast is coming!
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Maybe I use Gojek because their UX is so good.

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Or maybe..

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Because this breakfast is just.. delicious!

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In your UX, what happens right after your customer made their transaction?


Right after the moment of purchasing, how does your customer feel?