goelegido case study

Services: Product Innovation, Startups

How do you compete in the ride hailing space? Corporate Integrations.

Goelegido was a startup ready to take on the ride hailing industry in Colombia with a small twist. Goelegido wanted to be the service for individuals who drive to restaurants and request drivers through the Goelegido app to drive them back(in their own cars) after a couple of drinks. When Goelegido started tying up with corporates to provide this service to all their customers and employees, they started dominating the space. They started doing rides in 1000s overnight after major integrations. This sudden spike in traffic meant a strong, fresh strategy, tech overhaul. Free Range was prepared for that and we helped Goelegido make a smooth transition from being a startup to a Small and Medium size business.



Free Range team inquired with both breadth and depth, immersing ourselves in Goelegido’s ride hailing experience, conducting corporate client interviews, and doing customer simulations on the backend. Through our quick understand phase, we identified 3 corporate segments: MNCs with more than 100 employees, insurance companies, hotels as the major consumers of this service. What would allow the Goelegido brand to seamlessly onboard corporate clients? Custom Integrations with corporate’s adopted back end platforms. These integrations were not only technical but also required an understanding of their call center agents.

goelegido understand


Explore & Create

Simulations on the backend exposed the platform’s scalability and integration pitfalls. We quickly made an iterative list of changes required in the backend architecture. We started knocking them off 1 by 1 and performing user experience simulations after a combination of changes. Finally on our 3rd try our hypotheses were validated through the simulation results. We launched the platform for corporates within 3-4 weeks of the understand phase.

goelegido metrics



The turn around for Goelegido was smooth and quick. After launching we continued to iterate on the product. We closely monitored, customer response, server traffic, integration failures. We not only addressed corporate feedback but also actively managed the end customer feedback. The integrations helped Goelegido scale by 1000% with an incremental infrastructure cost of 100%.