One day in May 2015, Crystal Widjaja was surfing information with Google search engine. He entered the keyword “HR Go-Jek.”
Five months earlier, in January 2015, Go-Jek just launched its app for users in Jabodetabek. The phenomenal news and all the controversy associated with Go-Jek, it turns out to the ears of Crystal who lives far away there: San Jose, California.
From googling and checking LinkedIn, Crystal found the name Monica Oudang. He is the boss of human resources at Go-Jek. Crystal sends an email to Monica, asking if Go-Jek needs someone to work in a business intelligence unit? If this company needs it, Crystal says he is willing to move, from San Jose to Jakarta.
Monica replied to the email and stated that Go-Jek needed one to help the business intelligence unit.
“So, a week after that, I moved to Indonesia for Go-Jek,” recalls Crystal.
It was the story of Crystal Widjaja about two years ago who joined Go-Jek in July 2015. Now, she is Senior Vice President of Business Intelligence Go-Jek Indonesia.
Prior to working for Go-Jek, a graduate of the University of California, Berkeley, majoring in the Empirical Method, had worked for several startups in California and he had engaged in research on venture capital ecosystems, mergers and acquisitions, in the startup ecosystem. There he learned “how crazy” startup in Silicon Valley grew.
Crystal was born in Texas, May 21, 1991, and grew up in the United States. His parents were born in Jakarta, then moved to the United States. Crystal himself Indonesian nationality and his return to Indonesia this is “back home” with the spirit of helping Go-Jek give greater social impact.
I want to make a lot of impact and change in the world. Not only making apps for millenial generation, but also making changes.
– Crystal Widjaja, SVP Business Intelligence Go-Jek
Lead the Business Intelligence Go-Jek Division
Go-Jek is a company that realizes they are in a data-and-analytic centric era. An era in which companies with large numbers of users, must have large amounts of raw data, and that data should be processed and analyzed in order to be useful information for divisions and organizations.
This task is performed by the business intelligence division, where Crystal is one of them. It’s not just about the user data or the passengers, but also the data of driver partners who now number 300,000 members in 50 cities.
This team is in charge of building the foundation of the data. That data is everything that comes in from Go-Jek’s back-end system. Location. User profile. Partner profile. Transaction. Everything could be data. Starting from Go-Ride to Go-Tix.
The task is to create a tool (tools) so that certain data can be accessed and used by other divisions. For example, Crystal and the team must provide tools so that the Go-Food team can find out what merchants have been increasing from week to week. Details of the merchant can also be tracked. How many orders. How many transactions there. All can be sought self-service by Go-Food team which now has 100,000 merchants.
Or it could be this way. Crystal and team build automation features that will email ad-hoc analytics automatically within a certain time frequency. It contains statistical models, data visualizations, analytics reports, or data summaries. The data is sent to answer business questions.
“We’re always searching the data to find out what unique correlations we can use as opportunities for business,” Crystal said.
The data processed and analyzed by this team is targeted to find interesting insights and ultimately hopefully answer the challenges, help the company make decisions, and improve the user experience of Go-Jek applications.
What Crystal and team will do will also find the pattern of Jakarta’s habits, for example in transporting. He found that the train station and TransJakarta bus stop were the most visited locations by Go-Ride users who departed from home to go to the office. After taking public transportation and being in the middle of the city, this user again uses Go-Ride to get to his office.
“So, the location of the shuttle and the most inter-destination is the train station and busway shelter.The average distance is 5 to 10 kilometers.Go-Jek often be the initial journey and the last trip for users,” explained Crystal.
It is the Go-Jek user’s habits if on a weekday. But when on weekends, the trend of inter-destination and pick up is different again, because Crystal notes on Friday night until Sunday, Go-Jek users favorite destination is the mall.
“I think the mall is the best place to gather and meet friends,” he said.
Processing raw data can be very confusing. But for Crystal and his 45-member team, it could all be a pleasure. All data is observed to ensure other teams get the right supply of data to stabilize priority strategic steps. They also analyze how Go-Jek users interact with their apps.
Go-Jek itself is growing very rapidly, which according to Crystal, the number of Go-Ride orders in the third quarter of 2017 was recorded to equal the total number of Go-Ride orders in 2016.
“We have to continue to maintain that performance, we have to do a lot of system measurement, many of our members work in the architecture design related to the data and how we can make the system to process complex data,” said Crystal.
What Go-Jek has achieved now is not only seen in national, but also international. Fortune magazine some time ago put Go-Jek in 17th place in the list of companies that changed the world. He is coupled with popular companies such as Apple, Microsoft, and Unilever.
Fortune says Go-Jek is able to continue the urban economy where UMKM businesses are helped by revenue spikes after becoming partners. The driver’s partner is also greatly helped by an ecosystem built by Go-Jek.
This achievement can not be separated from the role of Crystal and business intelligence teams who over the past two years oversee the data infrastructure, stream it, and find meaningful insights.