UX Research Case Study: GoTix by Gojek
Hello everyone, this is Farah. I’m currently an active college student who have interested in Research fields. Previously, I have learned in detail about the research plan, research findings, research result, until the suggestions. So, this occasion, I would love to share my short research result case study. Enjoy!
Overview
GoTix is a famous movie & event discovery with on-demand ticket order services handled under the Gojek environment. Lately, GoTix just launched the newest version of its feature.
Role and Responsibilities
Role : UX Researcher
Tools : Google Docs, Google Meet, Figma
Project Type
Project Type : Personal Portfolio
Project Duration : 2 Weeks
✨Research Process
✨Research Plan
Background
GoTix is a movie & event discovery with on-demand ticket order services handled under the Gojek environment. GoTix just launched the newest version of its feature. Thus the GoTix’ Product Team would like to understand the user’s acceptance and experience towards the transaction journey done on the App. So it would help them to iterate and give better improvements to the process.
Research Objectives
1. To understand the user’s awareness of GoTix
2. To understand the user’s motivation for using GoTix
3. To understand the user’s experience behavior of Gotix movie booking transaction journey
Research Methodology
To obtain the objectives of this research, the researcher needs to explore both the attitudinal and behavioral data through the GoTix users. Thus, this research was conducted using In-Depth Interviews (IDI) and Usability Testing (UT). The research process would be recorded by Google Meet App. In addition, the UT process would be tested directly from the user’s phone.
Sample Size & Criteria
20–28 years old Gen Z
2 Active GoTix users, 2 In-Active GoTix users, and 1 non-user
Key Questions
✨Research Findings
Respondent Profiles
✨Research Result
In Depth Interview (IDI) Session 📝
✶ User Awareness
The level of user awareness on GoTix feature can be concluded as high. From 5 participant, 4 of them is an active Gojek user. Users know that GoTix is an online ticket booking application under Gojek. Users basically update about GoTix from advertisements or when exploring Gojek features.
“Iya tahu, udah tahu fitur GoTix. Awalnya cari-cari tahu fitur GoTix, karena bawaan Gojek. Dari iklan juga”. — Active GoTix user
“Udah, dari lama itu. Waktu keluar fitur GoTix aku udah tahu. Dan coba-coba cari tahu itu apa. Karena memang ada pemberitahuan ‘kan dari iklan Gojeknya sendiri mempromosikan GoTix”. — In Active GoTix user
✶ User Motivation
By using GoTix, users can easily order tickets without queueing before going to the cinema. GoTix provided various of cinemas which available to choose. GoTix provided many payment methods, it’s also easier if users directly pay using GoPay. Easy to use and no third-app needed.
“Karena lebih mudah, bayar tinggal pake GoPay juga. Dan kalo aplikasi lain juga cuma ada beberapa bioskop doang”. — Active GoTix user
“Aplikasi yang memudahkan sih. Dulunya kita pasti antri panjang tuh kak, apalagi kalo minggu, dimana orang pada liburan. Apalagi kalo ada film yang rame, pasti orang pada desak-desakan. Nah aplikasi ini memudahkan kita ga perlu antri sampe panjang-panjang, kita duduk santai dirumah udah bisa pesen, gitu”.— In Active GoTix user
✶ User Experience
GoTix provides a good, easy, and fast service experience, so users can buy the movie tickets they want properly. GoTix provides an access to a full-service schedule and a brief description of each movie/ event. Thus, users found it easy and helpful.
“GoTix menyediakan jadwal film beberapa hari kedepan juga, menurutku itu juga bagus sih”. — Active GoTix user
“Pengalamannya sendiri enak-enak aja, cepet juga. Terakhir waktu itu beli tiketnya Mencuri Raden Saleh ya gampang. Lagi jalan terus kepikiran pengen nonton aja, langsung beli, langsung otw”. — Active Gotix user
GoTix has a great UI look. Also a good, easy, and fast service experience, so users can buy the movie tickets they want properly. GoTix provides an access to a full-service schedule and a brief description of each movie/ event. Thus, users found it easy and helpful. However, users also more likely to find the location of the nearest cinema first rather than looking for any recommended movies.
“Tampilannya oke, Gojek dari awal tampilannya ‘kan berwarna jadi sangat menarik. Tapi aku sangat menyayangkan karena aku orangnya cari lokasi dulu baru filmnya. Kalo di GoTix kita klik filmnya baru kita pilih lokasinya. Kadang kan kita pengennya nonton ke yang deket-deket sini. Baru klik lokasinya, muncul film-film yang tayang apa aja”. — Non user
“Kadang pengennya ‘kan ngga ke CGV atau Cinepolis. Pengennya ke XXI tapi ngga tersedia. Harus ke aplikasi lain”. — Active GoTix user
Usability Testing (UT) Session 📝
✶ Users already have a Gojek account, so they can easily access the page. Users can easily find the GoTix features among other various features provided by Gojek. Users were helped by the grouping of features with their each colors, which GoTix belong to the “News and Entertainment” feature.
✶ Users use the filter/ search location feature at the top of the page to search the nearest cinema. Users does not scroll down to check the other features. However users can not find the “Cinema Near You” column provided by GoTix.
✶ Users can easily pick the desired movie and check its detail. By clicking the “Buy Ticket” button, users are given a several showtimes from the nearest cinema locations.
✶ Users can choose the desired seatplan easily. However, there is a less prominent color difference from the choice of seats that are still available and those that are already unavailable.
✶ Users can proceed to the booking confirmation page properly. Payment details have also been provided with a clear total price. Some users have no problem with the service fee, but also some users still regret the service fee which is quite expensive. The various payment methods are very easy to complete users’ order transaction.
✨Suggestions
✶ GoTix have provided some Indonesian cinemas such as: CGV, Cinepolis, KOTA and Flix. It would be better if GoTix provided the movie ticket purchasement of other cinemas.
GoTix’s competitor named Tix.ID also has a more complete selection of cinema offers (eg. Cinema XXI). This can be a reference.
✶ Some users do not know the existence of the nearest cinema feature until they scroll about 4 swipe down. It would be better to placed it on the top of page or create a specific filter for both offered movies and cinemas.
Another of Gojek’s services, GoFood has a filter feature on it’s top page. This can be a reference.
P.S. That’s all. My apologize if there are still many shortcomings. I would continue to learn and improve. As for criticism and suggestions, please comment below, or contact me via email farahelsyafira@gmail.com. Thank you very much beloved reader! ♡
