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Redesigning Golootlo Around the People Who Use It

Redesigning Golootlo Around the People Who Use It

Golootlo partnered with Ideate to find out why users drift away, and to redesign and test its app around what they told us.

Golootlo partnered with Ideate to find out why users drift away, and to redesign and test its app around what they told us.

Mobile app UI mockup set showcasing Golootlo deals, wallet balance, restaurant listings, and discounts.
Mobile app UI mockup set showcasing Golootlo deals, wallet balance, restaurant listings, and discounts.

  • Client

    Golootlo

    Industry

    Startups

  • Location

    Pakistan

    Budget

    $20,000

  • Services offered

    User Research & Insights UI/UX Design Usability Testing & Iteration

  • Client

    Golootlo

    Industry

    Startups

  • Location

    Pakistan

    Budget

    $20,000

  • Services offered

    User Research & Insights UI/UX Design Usability Testing & Iteration

The Challenge

Most people who used Golootlo only opened it at the till. They would scan a QR code, take their discount and closed the app. To many of them, it was simply a fast food app. The delivery, online shopping and travel deals were all there, but few people ever found them. Part of the reason sat in the app itself. Search did not always surface the right deal, so people scrolled through long lists and often gave up. It also was not clear what Gold Membership added on top of the standard plan. Plenty of users signed up, used a deal or two and then stopped using the app. Golootlo wanted to redesign the app, and the first step was understanding why people were leaving.

The Challenge

Most people who used Golootlo only opened it at the till. They would scan a QR code, take their discount and closed the app. To many of them, it was simply a fast food app. The delivery, online shopping and travel deals were all there, but few people ever found them. Part of the reason sat in the app itself. Search did not always surface the right deal, so people scrolled through long lists and often gave up. It also was not clear what Gold Membership added on top of the standard plan. Plenty of users signed up, used a deal or two and then stopped using the app. Golootlo wanted to redesign the app, and the first step was understanding why people were leaving.

The Work

Clients feedback

The redesigned app makes it easier for people to find the right deal, understand what Gold offers, and scan their QR code even without a signal.

The Work

Clients feedback

The redesigned app makes it easier for people to find the right deal, understand what Gold offers, and scan their QR code even without a signal.

Listening to People Who Stayed and People Who Left

We spoke with 26 Golootlo users. They ranged from people who opened the app every week to people who had deleted it. Alongside interviews and focus groups, we gave people small tasks to try in the app while we watched. One was ordering hummus. Most people got stuck, which showed how much search needed to improve. Card sorting showed which new features mattered most. Offline QR scanning came out on top, since mall Wi-Fi often fails right at checkout. We also tested a few early pricing ideas with users to see how they felt about paying.

Shaping the Redesign Together

We brought everything we had heard to a workshop with Golootlo’s team. We shared three personas and four questions to design around. One asked how someone could find a deal by what they need, without guessing which section it lives in. Another asked how Gold could show its worth before asking anyone to pay. Together we chose which journeys to redesign first. We then adapted Golootlo’s brand guidelines into an accessible design system. In the new app, one search covers every deal. The QR scanner floats on screen where it is easy to spot, and it works with no signal.

Testing With Users and Refining

We then tested the new screens with users. They worked through nine flows, from onboarding to scanning offline, and most of it went smoothly. People found their way around the home screen easily, and the delivery flow needed very few changes. When we showed two versions of something, people usually had a clear favourite. A floating QR button clearly outperformed one placed in the navigation bar. A few screens still carried too much text, the Gold pitch most of all, so we simplified them. After handoff, we stayed on to help with QA.

Listening to People Who Stayed and People Who Left

We spoke with 26 Golootlo users. They ranged from people who opened the app every week to people who had deleted it. Alongside interviews and focus groups, we gave people small tasks to try in the app while we watched. One was ordering hummus. Most people got stuck, which showed how much search needed to improve. Card sorting showed which new features mattered most. Offline QR scanning came out on top, since mall Wi-Fi often fails right at checkout. We also tested a few early pricing ideas with users to see how they felt about paying.

Shaping the Redesign Together

We brought everything we had heard to a workshop with Golootlo’s team. We shared three personas and four questions to design around. One asked how someone could find a deal by what they need, without guessing which section it lives in. Another asked how Gold could show its worth before asking anyone to pay. Together we chose which journeys to redesign first. We then adapted Golootlo’s brand guidelines into an accessible design system. In the new app, one search covers every deal. The QR scanner floats on screen where it is easy to spot, and it works with no signal.

Testing With Users and Refining

We then tested the new screens with users. They worked through nine flows, from onboarding to scanning offline, and most of it went smoothly. People found their way around the home screen easily, and the delivery flow needed very few changes. When we showed two versions of something, people usually had a clear favourite. A floating QR button clearly outperformed one placed in the navigation bar. A few screens still carried too much text, the Gold pitch most of all, so we simplified them. After handoff, we stayed on to help with QA.

The Outcome

The Outcome

Golootlo now has a redesigned app shaped by its users at every step. People can search for a deal by what they need, wherever it sits in the app. They can see what Gold gives them before they pay, and scan a QR code in a mall even without a signal. The research also gave Golootlo’s team a much clearer picture of who they are building for. That means budget-conscious savers, along with people who like to get the most out of every discount.

Golootlo now has a redesigned app shaped by its users at every step. People can search for a deal by what they need, wherever it sits in the app. They can see what Gold gives them before they pay, and scan a QR code in a mall even without a signal. The research also gave Golootlo’s team a much clearer picture of who they are building for. That means budget-conscious savers, along with people who like to get the most out of every discount.