About the feature

Mode Hemat is a personalized mode in GoFood for the affordability-seeking users. The feature offers free delivery with affordable food choices.

Project deliverable(s)

Creative direction, logo, social media content, t-shirt design

Challenge

• Create a distinct visual identity for GoFood Mode Hemat while ensuring it remained consistent with the overall GoFood brand.

• Maintain a cohesive illustration system across all in-app touchpoints throughout the Mode Hemat user journey.

• Clearly differentiate the Mode Hemat experience from the regular GoFood interface.

Approach

• Developed a dedicated illustration system using a consistent set of characters and graphic elements across all in-app communications.

• Established a distinctive color palette of red and salmon pink to differentiate Mode Hemat from the regular GoFood experience.

• Applied the visual system consistently across the feature's user journey to create a seamless and recognizable experience.

• Worked closely with cross-functional teams to ensure illustrations aligned with the product experience and campaign objectives.

Outcome

• Contributed to the successful launch of Mode Hemat with a cohesive visual identity across the product experience.

• The feature reached 100K completed orders (COs) and 50K unique customers within one month of launch.Collaborators
  Product owners, copywriter