Gojek’s UX Content Review — Case Study

Hello everyone! I’ve been doing some research on how effective the copy is in the Gojek app, and I wanted to share some updates with you. If you’re interested, you can check out my previous writing here. But for now, let me show you the solution I came up with to address the problem. Let’s dive in!

In Gojek rating dialog box, it’s pretty ambiguous what users’ goals are when they encounter the rating dialog box. Some users may simply want to dismiss the box by clicking the “x” button (close button), while others may choose the “Not happy” button.

Rating Dialog Box on Gojek App

The research on the effectiveness of copy is conducted here. But the thing is, the copy in the Gojek rating dialog box, specifically, the “Not happy” button is being questioned for its necessity. It seems like the button is meant to dismiss the box, but the phrase “not happy” might be a bit too much. It’s almost like the app is assuming that the user isn’t happy just because they didn’t give a rating. So, some users might end up choosing the close button (x) instead. Even though maybe for the organization, it could be simply just because of user dissatisfaction, users don’t have to give a rating at all.

Suggestion copy that is being tested
  • Existing Copy — A
    The copy for the headline and body is not really the problem, and it feels like it’s already in line with the concepts that Gojek stated in their Tone of Voice; Clear, Casual, Witty, and Empathetic. But it’s not clear enough about the word “Not happy” and doesn’t feel empathetic at all. Although it might be correct grammatically, the headline said “Are you happy with Gojek?” the perfect answer could be yes or no. But then the experience that happened with the “Not happy” button makes the user not happy to press the button. They almost ignore it and choose the close button (x) instead.
  • Alternative Copy — B (1)
    This alternative copy just simply eliminates the “Not happy” button, so there’s only a button to rate. Furthermore, users can choose the close button without any hesitation if they don’t want to rate the app.
  • Alternative Copy — C (2)
    This copy changes the word “Rate now” into “Sure! Let’s go”. Why? The word “Sure!” is trying to make a connection with users assuming users are answering the headline with a positive response, and the word “Let’s go” is to engage users to give ratings. It also has the intention to suggest users make a completion, which is giving a rating. And if they don’t want to, they can simply choose the close button without any hesitation.
  • Alternative Copy — D (3)
    It’s important for UX writers to use the words that actually people use. Like the words are already in a person’s head, the words that people will scan without feeling like they are reading and they’re gonna take action with it. “Maybe later” is commonly used to reject the suggestion or simply work like a close button, to dismiss some kind of segment in the interface. Therefore, in Alternative Copy — D, there is no close button (x) because the close function is already on “Maybe later” button.

I asked my family and friends about the alternative copy. The result showed that Alternative Copy 3 was chosen as the most useful copy that probably makes they feel comfortable to take an action.

Survey Result

When the survey (small survey 😁) shows that Alternative Copy — D (3) is chosen, I’ve come to realize that users probably want a clear suggestion, that doesn’t make misunderstanding and simply makes them feel comfortable.

Thank you for taking the time to read my thoughts! I’m still on my journey in the world of UX writing, and I’m hoping to keep growing and improving. I’m eager to keep learning and iterating to get the best possible results.

If you have any feedback or suggestions for me, please don’t hesitate to let me know! I’m always open to hearing new ideas and perspectives, and I would be incredibly grateful for any input you might have. Thank youu✨

Read the full article here

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