About the project
After a 3-year hiatus, KEJOG, a yearly recap for Gojek customers made a strong comeback with this year’s theme, “A Year in Your Life,” presented as a personalized letter based on their past transactions.

Project deliverables
Illustration assets, creative direction, experience design

Challenge

• Reintroduce KEJOG after a three-year hiatus in a way that felt meaningful and relevant to users.

• Strengthen customer loyalty while encouraging continued engagement with the Gojek ecosystem.

• Balance an emotional brand experience with business goals, including increasing MAU, Yuk Libur campaign participation, and Gojek+ subscriptions.

Approach

• Designed the experience around the theme "A Year in Your Life," transforming users' past transactions into a personalized journal.

• Used storytelling to celebrate each user's journey and foster a stronger emotional connection with the brand.

• Integrated contextual calls to action that encouraged users to explore Yuk Libur campaigns and subscribe to Gojek+ without disrupting the narrative.

Outcome

• KEJOG 2024 webview managed to reach 1,392,799 unique users, surpassing KEJOG 2021 (301,9K).

• KEJOG shuffle cards contributed to Yuk Libur native page views by 56,807 sessions, Gojek+ sales by 3,332 purchases and total click rate by 5.87%.

• The KEJOG feature finished with positive sentiments as the majority (86% positive tweets on X)