Nowadays, the industrial revolution is at its peak with the birth of digital technology which has a massive impact on human life throughout the world. The latest industrial revolution or fourth generation is driving automation in all activity processes. The increasingly massive internet technology not only connects millions of people around the world but has also become the basis for online trade and transportation transactions. The development of technology and information in the current digital era requires a lot of innovation. Various inventions were presented to facilitate human life, ranging from electronics, infrastructure, and even the world of transportation.

GO-JEK is an online courier company which uses creative and innovative motorcycle fleets because it is not only a transportation business, but also covers almost all the scopes of people’s needs (Azzuhri et al, 2018: 59). At that time GO-JEK’s founder, Nadiem Makariem, saw urban mobility becoming increasingly crowded, lack of availability of jobs, and limited access in the informal sector. Then he created a platform to accommodate the motorcycle taxi drivers so that there were solutions to inefficiencies and limited access.

As one of unicorn firms, it is founded by indigenous entrepreneurs and subsequently also having major foreign shareholders as well which have created jobs and often also provide better wages and benefits, such as health insurance and access to bank accounts, compared to more traditional jobs ( Unfortunately, it must be acknowledged that the presence of GO-JEK offers a social problem which arises with its popularity (Esfandari, 2015: 6). Today, the problem of online transportation applications such as GO-JEK is being fussed over and has not yet found a common ground between its stakeholders.

The unicorn firms, GO-JEK, is supposedly designed to illustrate the development of innovation and technology area as it attempt to balance being an online transportation service with working through facilitating the lives of many people via technology.


Related to the propose solution of the controversy over GO-JEK presence was rejected by GO-JEK Pangkalan, the government must resolve GO-JEK’s controversy as soon as possible. In this context, they can act as an intermediary and act fairly among the hostile parties with the aim of finding a solution to the balance of interests between these different parties. It is time for the revision of Traffic Act, 22/2009 to the DPR to be carried out immediately to be able to end counterproductive controversies and polemics in the community. For the non-routes individual-to-individual transport shall base on the agreement between service user and public transportation company in Article 183 Clause 2, Traffic Act, 22/2009 (Azzuhri et al, 2018: 62).

Related to legality controversy about the operation of Go-JEK, this dilemma must be ended by finding a solution, namely by acknowledging the existence of GO-JEK legally in Traffic Law Number 22 Year 2009 with some basic provisions. As an example, the legal status of GO-JEK must be turned into a public vehicle with a yellow template and no longer as an individual vehicle with a black plate to can meet the requirements set by in Traffic Law Number 22 Year 2009. In fact, this revision is not only for the sole purpose of GO-JEK, but also for all motorcycle taxis throughout Indonesia.

Design principles are important things related to works related to design. Design principles are created to codify and formalize design knowledge so that innovative, archival practices may be communicated and used to advance design science and solve future design problems, especially the pinnacle, wicked, and grand-challenge problems that face the world and cross-cutting markets (Fu et al, 2015: 1).

In design principle, GO-JEK wants to strengthen the emotional bond with their users, by giving their app a soul and characteristics through their design, to show their users the love they deserve (, 2018). Using the analytical perspective of Imagined Communities by Ben Anderson, they find that there is still a sense of solidarity, fraternity, and comradeship among GO-JEK drivers, who are united by design. GO-JEK design is a differentiator and identifier for every GO-JEK driver. Through gear such as helmets and jackets, GO-JEK’s drivers form new values of transport culture (figure 1).

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