Case Study Grab Apps
Transportation Filter & Voucher application Improvement On Grab Apps
Case Study Grab Apps
Transportation Filter & Voucher application Improvement On Grab Apps
About Grab Apps
About Grab Apps
About Grab Apps
Grab is Southeast Asia's leading superapp. It provides everyday services like Deliveries, Mobility, Financial Services, and More.
Grab is Southeast Asia's leading superapp. It provides everyday services like Deliveries, Mobility, Financial Services, and More.
Grab is Southeast Asia's leading superapp. It provides everyday services like Deliveries, Mobility, Financial Services, and More.
Why Choosing Grab App?
Why Choosing Grab App?
Why Choosing Grab App?
I assume that people use the online transportation apps to commute everyday whether its going to the office or cafe just like me. Positioning myself as a customer, I used to use Grab for my daily transportation apps. But I decided not to use it a lot now because I feel troubled when applying discount voucher whenever I need it. It simply waste my time and I will tell about it in detail later in this presentation. Looking from UX designer perspective, this problem can be a very interesting thing to fix. That is why I decided to use Grab as my case study.
I assume that people use the online transportation apps to commute everyday whether its going to the office or cafe just like me. Positioning myself as a customer, I used to use Grab for my daily transportation apps. But I decided not to use it a lot now because I feel troubled when applying discount voucher whenever I need it. It simply waste my time and I will tell about it in detail later in this presentation. Looking from UX designer perspective, this problem can be a very interesting thing to fix. That is why I decided to use Grab as my case study.
I assume that people use the online transportation apps to commute everyday whether its going to the office or cafe just like me. Positioning myself as a customer, I used to use Grab for my daily transportation apps. But I decided not to use it a lot now because I feel troubled when applying discount voucher whenever I need it. It simply waste my time and I will tell about it in detail later in this presentation. Looking from UX designer perspective, this problem can be a very interesting thing to fix. That is why I decided to use Grab as my case study.
Image taken from “Fraud Crime Mitigation of Mobile Application Users for Online Transportation” (Damaini et al., 2018)
Image taken from “Fraud Crime Mitigation of Mobile Application Users for Online Transportation” (Damaini et al., 2018)
I started this case study by find the fact about people tendencies or reasons in using online transportation app. A research conducted by students from Atma Jaya University in Jogjakarta on “Fraud Crime Mitigation of Mobile Application Users for Online Transportation” shows that there are four main reasons that makes people choose online transportation services which are safety, cost efficient (cheaper compare to conventional transportation such as taxi or traditional taxibike), Speed (Faster), and comfort (Damaini et al., 2018).
Among these four factors, Cost efficiency and speed are the most dominant reasons. In terms of cost efficiency, online transportation offer various type and seasonal voucher/ promo to attract user and enhance their apps user experience by simplify the booking process as part of speed factor. I believe that Grab has flaw on these two primary reasons.
I started this case study by find the fact about people tendencies or reasons in using online transportation app. A research conducted by students from Atma Jaya University in Jogjakarta on “Fraud Crime Mitigation of Mobile Application Users for Online Transportation” shows that there are four main reasons that makes people choose online transportation services which are safety, cost efficient (cheaper compare to conventional transportation such as taxi or traditional taxibike), Speed (Faster), and comfort (Damaini et al., 2018).
Among these four factors, Cost efficiency and speed are the most dominant reasons. In terms of cost efficiency, online transportation offer various type and seasonal voucher/ promo to attract user and enhance their apps user experience by simplify the booking process as part of speed factor. I believe that Grab has flaw on these two primary reasons.
I started this case study by find the fact about people tendencies or reasons in using online transportation app. A research conducted by students from Atma Jaya University in Jogjakarta on “Fraud Crime Mitigation of Mobile Application Users for Online Transportation” shows that there are four main reasons that makes people choose online transportation services which are safety, cost efficient (cheaper compare to conventional transportation such as taxi or traditional taxibike), Speed (Faster), and comfort (Damaini et al., 2018).
Among these four factors, Cost efficiency and speed are the most dominant reasons. In terms of cost efficiency, online transportation offer various type and seasonal voucher/ promo to attract user and enhance their apps user experience by simplify the booking process as part of speed factor. I believe that Grab has flaw on these two primary reasons.
Defining Problem Statement
Defining Problem Statement
Defining Problem Statement
A problem statement is an actionable summary of user, their goals, and what we need to solve to meet those goals. Problem statement is part of user research to learn about the people who will utilize the product we’re designing, including their needs, desires, and challenges. There are various methods to formulate problem statement used by designers. For this case study I use the 4 Ws technique to empathisize information that I have gathered by answering the 4 key questions: who, what, where and why. Jordan Devos, designer and UX expert from toptal explained about the 4Ws technique as below: (Devos, 2020)
A problem statement is an actionable summary of user, their goals, and what we need to solve to meet those goals. Problem statement is part of user research to learn about the people who will utilize the product we’re designing, including their needs, desires, and challenges. There are various methods to formulate problem statement used by designers. For this case study I use the 4 Ws technique to empathisize information that I have gathered by answering the 4 key questions: who, what, where and why. Jordan Devos, designer and UX expert from toptal explained about the 4Ws technique as below: (Devos, 2020)
A problem statement is an actionable summary of user, their goals, and what we need to solve to meet those goals. Problem statement is part of user research to learn about the people who will utilize the product we’re designing, including their needs, desires, and challenges. There are various methods to formulate problem statement used by designers. For this case study I use the 4 Ws technique to empathisize information that I have gathered by answering the 4 key questions: who, what, where and why. Jordan Devos, designer and UX expert from toptal explained about the 4Ws technique as below: (Devos, 2020)
Who: Who is impacted by this issue?
What: What is the problem? What are the obstacles users are facing? What are they trying to do? What will make the process less difficult?
Where: Where will they be using the product? Is there a specific context in which the problem comes up? Is the issue purely digital or is there a physical component?
Why: Why is this important? Why will users benefit from solving this problem?
Who: Who is impacted by this issue?
What: What is the problem? What are the obstacles users are facing? What are they trying to do? What will make the process less difficult?
Where: Where will they be using the product? Is there a specific context in which the problem comes up? Is the issue purely digital or is there a physical component?
Why: Why is this important? Why will users benefit from solving this problem?
Who: Who is impacted by this issue?
What: What is the problem? What are the obstacles users are facing? What are they trying to do? What will make the process less difficult?
Where: Where will they be using the product? Is there a specific context in which the problem comes up? Is the issue purely digital or is there a physical component?
Why: Why is this important? Why will users benefit from solving this problem?
According to App Annie's data, the Grab application has been downloaded by 187 million users as of June 2020. The largest user base lies in Indonesia. In terms of Grab, it is around 66% (Eka, 2019).
According to App Annie's data, the Grab application has been downloaded by 187 million users as of June 2020. The largest user base lies in Indonesia. In terms of Grab, it is around 66% (Eka, 2019).
According to App Annie's data, the Grab application has been downloaded by 187 million users as of June 2020. The largest user base lies in Indonesia. In terms of Grab, it is around 66% (Eka, 2019).
Who is Impacted by This Issue?
Who is Impacted by This Issue?
Who is Impacted by This Issue?
According to App Annie's data, the Grab application has been downloaded by 187 million users as of June 2020. The largest user base lies in Indonesia. In terms of Grab, it is around 66% (Eka, 2019).
According to App Annie's data, the Grab application has been downloaded by 187 million users as of June 2020. The largest user base lies in Indonesia. In terms of Grab, it is around 66% (Eka, 2019).
According to App Annie's data, the Grab application has been downloaded by 187 million users as of June 2020. The largest user base lies in Indonesia. In terms of Grab, it is around 66% (Eka, 2019).
Age
Gender
Location
Special Properties
Marital Status
Income
Age
Gender
Location
Special Properties
Marital Status
Income
Age
Gender
Location
Special Properties
Marital Status
Income
: 17 -39 years old
: male and female
: Indonesia
: Respondents who uses transportation app
: Married and Single
: People with mid or high income
: 17 -39 years old
: male and female
: Indonesia
: Respondents who uses transportation app
: Married and Single
: People with mid or high income
: 17 -39 years old
: male and female
: Indonesia
: Respondents who uses transportation app
: Married and Single
: People with mid or high income
User Stories
User Stories
User Stories
User stories helped to understand the context, initiative, motivations and desired outcomes:
User stories helped to understand the context, initiative, motivations and desired outcomes:
User Pain Points
User Pain Points
User Pain Points
1. Transportation recommendation's filter (filter "For You, Economy and Plus) is not working effectively since its all showing the same result.
1. Transportation recommendation's filter (filter "For You, Economy and Plus) is not working effectively since its all showing the same result.
1. Transportation recommendation's filter (filter "For You, Economy and Plus) is not working effectively since its all showing the same result.
Screenshoot from existing Grab Apps
Screenshoot from existing Grab Apps
2. Promo Code/ voucher page seems to have two user pain points. First is because it is placed together and undername the rewards page eventhough the two serves different purposes. Second, user cannot use available discount voucher eventhough the voucher is shown as applicable for their trip. As a result, user might need to book without promo or try to apply another voucher one by one which is very time consuming.
2. Promo Code/ voucher page seems to have two user pain points. First is because it is placed together and undername the rewards page eventhough the two serves different purposes. Second, user cannot use available discount voucher eventhough the voucher is shown as applicable for their trip. As a result, user might need to book without promo or try to apply another voucher one by one which is very time consuming.
2. Promo Code/ voucher page seems to have two user pain points. First is because it is placed together and undername the rewards page eventhough the two serves different purposes. Second, user cannot use available discount voucher eventhough the voucher is shown as applicable for their trip. As a result, user might need to book without promo or try to apply another voucher one by one which is very time consuming.
Screenshoot from
existing Grab Apps
Screenshoot from
existing Grab Apps
What is the problem? What are the obstacles users are facing? What are they trying to do? What will make the process less difficult?
What is the problem? What are the obstacles users are facing? What are they trying to do? What will make the process less difficult?
I try to gather some information regarding Grab transportation mode filter by reading some news and surfing through Grab website. The feature is initialy created to help the user to find the best trasportation mode that is not only match with their needs but also their budget which explicitly depicted on the filter tittle which are For you, Economy and Plus which all of them seems to cover bike and car.
Based on a press released on Grab international website, GrabCar economy is aimed to be the next 4 stars affordable online transportation for users who desire a lower tier of chauffeured vehicle services. Meanwhile the GrabCar Plus is targeting higher tier of user that offer 5 stars level of services. The press release also mentioned that Grabcar Plus vehicle offers premium range of vehicle models such as Mercedes-Benz E-class and BMW 5-series (Grab, 2015). These services was lauched for the first time in Singapore on 2015. Understanding the difference between the economy condition in Indonesia and Singapore I believe that the GrabCar plus will be less likely reach Indonesian customer since the price for this service will be expensive. Moreover, hiring the Premium vehicle owner to be a driver will be difficult, since they are usually a very successful businessman, Officeman, not the people whose willingly go to the road and become a driver. This fact might be the reasons why Grab Indonesia cannot determine and implement the “Plus” service yet in their application. On the other hand, GrabCar Economy might have a better prospect in Indonesian market since one of the primary reason of people using online transportation in Indonesia is because of the cheap cost.
I try to gather some information regarding Grab transportation mode filter by reading some news and surfing through Grab website. The feature is initialy created to help the user to find the best trasportation mode that is not only match with their needs but also their budget which explicitly depicted on the filter tittle which are For you, Economy and Plus which all of them seems to cover bike and car.
Based on a press released on Grab international website, GrabCar economy is aimed to be the next 4 stars affordable online transportation for users who desire a lower tier of chauffeured vehicle services. Meanwhile the GrabCar Plus is targeting higher tier of user that offer 5 stars level of services. The press release also mentioned that Grabcar Plus vehicle offers premium range of vehicle models such as Mercedes-Benz E-class and BMW 5-series (Grab, 2015). These services was lauched for the first time in Singapore on 2015. Understanding the difference between the economy condition in Indonesia and Singapore I believe that the GrabCar plus will be less likely reach Indonesian customer since the price for this service will be expensive. Moreover, hiring the Premium vehicle owner to be a driver will be difficult, since they are usually a very successful businessman, Officeman, not the people whose willingly go to the road and become a driver. This fact might be the reasons why Grab Indonesia cannot determine and implement the “Plus” service yet in their application. On the other hand, GrabCar Economy might have a better prospect in Indonesian market since one of the primary reason of people using online transportation in Indonesia is because of the cheap cost.
I try to gather some information regarding Grab transportation mode filter by reading some news and surfing through Grab website. The feature is initialy created to help the user to find the best trasportation mode that is not only match with their needs but also their budget which explicitly depicted on the filter tittle which are For you, Economy and Plus which all of them seems to cover bike and car.
Based on a press released on Grab international website, GrabCar economy is aimed to be the next 4 stars affordable online transportation for users who desire a lower tier of chauffeured vehicle services. Meanwhile the GrabCar Plus is targeting higher tier of user that offer 5 stars level of services. The press release also mentioned that Grabcar Plus vehicle offers premium range of vehicle models such as Mercedes-Benz E-class and BMW 5-series (Grab, 2015). These services was lauched for the first time in Singapore on 2015. Understanding the difference between the economy condition in Indonesia and Singapore I believe that the GrabCar plus will be less likely reach Indonesian customer since the price for this service will be expensive. Moreover, hiring the Premium vehicle owner to be a driver will be difficult, since they are usually a very successful businessman, Officeman, not the people whose willingly go to the road and become a driver. This fact might be the reasons why Grab Indonesia cannot determine and implement the “Plus” service yet in their application. On the other hand, GrabCar Economy might have a better prospect in Indonesian market since one of the primary reason of people using online transportation in Indonesia is because of the cheap cost.
All in all, the grab plus, economy and for you is to help the user to choose the best transportation that macth with their economy situation and needs. However these feature seems not working yet in the existing Grab App so Instead of forcing this filter to work in Indonesian market Grab should think of another type of filter that match more with the Indonesian market condition.
As I mentioned before, majority of customer use online transportation for its cheap price which exist because of the availability of seasonal promo code, voucher or rewards. Just like its competitor, Gojek, Maxim etc, Grab is also provide its customer various type of promo and voucher for their customer. However they seems to forgot to consider about the terms and conditional that each of their voucher have, such as time limitation or certain payment method that makes not all of the voucher is usable for a transaction. They didn’t filter the promo so whenever their customer applying one of the voucher available it says that the promo code cannot be used and so the user needs to find another voucher which all seems applicable. This resulting in customer frustation when using Grab app for commuting. In my personal experience this one of the biggest factor that makes me choose the other online transportation platform eventhough Grab offer less expensive tarrif for their transportation.
To validate my pain point, I try to look for information regarding people who might experienced the same thing while using grab like me. I found two article which one is from the local news and the other one is from Grab official support center. Although its not directly telling about the same pain point but the two articles seems answering the same complaint which is “why the user cannot using the Grab promo/voucher”. Similarly, these two article advice the customer to pay attention to the terms and condition of the promo which is I believe that this information doesn’t really answering the real customer pain point instead its just tell the user about information that they will know it soon after they cannot apply the promo.
As I mentioned before, majority of customer use online transportation for its cheap price which exist because of the availability of seasonal promo code, voucher or rewards. Just like its competitor, Gojek, Maxim etc, Grab is also provide its customer various type of promo and voucher for their customer. However they seems to forgot to consider about the terms and conditional that each of their voucher have, such as time limitation or certain payment method that makes not all of the voucher is usable for a transaction. They didn’t filter the promo so whenever their customer applying one of the voucher available it says that the promo code cannot be used and so the user needs to find another voucher which all seems applicable. This resulting in customer frustation when using Grab app for commuting. In my personal experience this one of the biggest factor that makes me choose the other online transportation platform eventhough Grab offer less expensive tarrif for their transportation.
To validate my pain point, I try to look for information regarding people who might experienced the same thing while using grab like me. I found two article which one is from the local news and the other one is from Grab official support center. Although its not directly telling about the same pain point but the two articles seems answering the same complaint which is “why the user cannot using the Grab promo/voucher”. Similarly, these two article advice the customer to pay attention to the terms and condition of the promo which is I believe that this information doesn’t really answering the real customer pain point instead its just tell the user about information that they will know it soon after they cannot apply the promo.
As I mentioned before, majority of customer use online transportation for its cheap price which exist because of the availability of seasonal promo code, voucher or rewards. Just like its competitor, Gojek, Maxim etc, Grab is also provide its customer various type of promo and voucher for their customer. However they seems to forgot to consider about the terms and conditional that each of their voucher have, such as time limitation or certain payment method that makes not all of the voucher is usable for a transaction. They didn’t filter the promo so whenever their customer applying one of the voucher available it says that the promo code cannot be used and so the user needs to find another voucher which all seems applicable. This resulting in customer frustation when using Grab app for commuting. In my personal experience this one of the biggest factor that makes me choose the other online transportation platform eventhough Grab offer less expensive tarrif for their transportation.
To validate my pain point, I try to look for information regarding people who might experienced the same thing while using grab like me. I found two article which one is from the local news and the other one is from Grab official support center. Although its not directly telling about the same pain point but the two articles seems answering the same complaint which is “why the user cannot using the Grab promo/voucher”. Similarly, these two article advice the customer to pay attention to the terms and condition of the promo which is I believe that this information doesn’t really answering the real customer pain point instead its just tell the user about information that they will know it soon after they cannot apply the promo.
Where will they be using the product? Is there a specific context in which the problem comes up?
Where will they be using the product? Is there a specific context in which the problem comes up?
Where will they be using the product? Is there a specific context in which the problem comes up?
The customer would be likely using Grab to commute to and from their office or any other places. Some of the Grab customer might struggling to apply promo/ voucher code and this will be really painfull for the customer who is in a rush to go somewhere.
The customer would be likely using Grab to commute to and from their office or any other places. Some of the Grab customer might struggling to apply promo/ voucher code and this will be really painfull for the customer who is in a rush to go somewhere.
The customer would be likely using Grab to commute to and from their office or any other places. Some of the Grab customer might struggling to apply promo/ voucher code and this will be really painfull for the customer who is in a rush to go somewhere.
Why is this important? Why will users benefit from solving this problem?
Why is this important? Why will users benefit from solving this problem?
Why is this important? Why will users benefit from solving this problem?
Solving the customer pain points is very important to help the customers to reach their goals faster which leads to increasing customer satisfaction and Grab app popularity.
Solving the customer pain points is very important to help the customers to reach their goals faster which leads to increasing customer satisfaction and Grab app popularity.
Solving the customer pain points is very important to help the customers to reach their goals faster which leads to increasing customer satisfaction and Grab app popularity.
Screenshoot from
existing Grab Apps
The data gathered by Financial Times, App Annie on an article in Daily Social, shows that Grab has lower business growth compare to its competitor which is Gojek. Eventhough Grab has higher registered driver number and download app rate, this doesn’t make the majority of people in Indonesia prefer to use Grab (Eka, 2019).
In this case, understanding the people tendencies to choose cheaper price in product, I assume that the reason why people choosing the other apps is because Grab has bad ux experience in applying promo code/ voucher that makes customer think Grab is more expensive than the competitor app.
The data gathered by Financial Times, App Annie on an article in Daily Social, shows that Grab has lower business growth compare to its competitor which is Gojek. Eventhough Grab has higher registered driver number and download app rate, this doesn’t make the majority of people in Indonesia prefer to use Grab (Eka, 2019).
In this case, understanding the people tendencies to choose cheaper price in product, I assume that the reason why people choosing the other apps is because Grab has bad ux experience in applying promo code/ voucher that makes customer think Grab is more expensive than the competitor app.
The data gathered by Financial Times, App Annie on an article in Daily Social, shows that Grab has lower business growth compare to its competitor which is Gojek. Eventhough Grab has higher registered driver number and download app rate, this doesn’t make the majority of people in Indonesia prefer to use Grab (Eka, 2019).
In this case, understanding the people tendencies to choose cheaper price in product, I assume that the reason why people choosing the other apps is because Grab has bad ux experience in applying promo code/ voucher that makes customer think Grab is more expensive than the competitor app.
Problem Statement
Problem Statement
When booking, Grab customer needs to select transportation mode that match with their needs and get discount fee on their trip easily so they can reach their destination fast and happy for pay less for their trip.
When booking, Grab customer needs to select transportation mode that match with their needs and get discount fee on their trip easily so they can reach their destination fast and happy for pay less for their trip.
When booking, Grab customer needs to select transportation mode that match with their needs and get discount fee on their trip easily so they can reach their destination fast and happy for pay less for their trip.
Proposed Improvement for Transportation Filter
Proposed Improvement for Transportation Filter
Proposed Improvement for Transportation Filter
Instead of using difficult to apply for you, economy and plus filter why don’t Grab just using simple bike, car and other as their transportation filter. If we can mapping the services based on what services that Grab Indonesia have now, it should be like these:
Instead of using difficult to apply for you, economy and plus filter why don’t Grab just using simple bike, car and other as their transportation filter. If we can mapping the services based on what services that Grab Indonesia have now, it should be like these:
Instead of using difficult to apply for you, economy and plus filter why don’t Grab just using simple bike, car and other as their transportation filter. If we can mapping the services based on what services that Grab Indonesia have now, it should be like these:
We can help the Grab user to find the best voucher from the by only showing the applicable promo code. I’am aware that Grab also provide several promo that require the user to use certain Bank Credit Card for payment, and for this matter we can solve it by create a section for these type of code. See the wireframe illustration below:
We can help the Grab user to find the best voucher from the by only showing the applicable promo code. I’am aware that Grab also provide several promo that require the user to use certain Bank Credit Card for payment, and for this matter we can solve it by create a section for these type of code. See the wireframe illustration below:
We can help the Grab user to find the best voucher from the by only showing the applicable promo code. I’am aware that Grab also provide several promo that require the user to use certain Bank Credit Card for payment, and for this matter we can solve it by create a section for these type of code. See the wireframe illustration below:
By default, customer will be directed to this Voucher & Promo code > voucher section when they click the select promo code from the booking page.
By default, customer will be directed to this Voucher & Promo code > voucher section when they click the select promo code from the booking page.
By default, customer will be directed to this Voucher & Promo code > voucher section when they click the select promo code from the booking page.
Voucher Section
Voucher Section
If Condition:
If the Voucher code is not applicable to the selected transportation mode then the voucher code will not be shown to user
If there is no applicable voucher then show “No voucher currently available for this trip”. The purpose is to let the user know that they don’t have any applicable voucher for their trip
If the Voucher code is not applicable to the selected transportation mode then the voucher code will not be shown to user
If there is no applicable voucher then show “No voucher currently available for this trip”. The purpose is to let the user know that they don’t have any applicable voucher for their trip
If the Voucher code is not applicable to the selected transportation mode then the voucher code will not be shown to user
If there is no applicable voucher then show “No voucher currently available for this trip”. The purpose is to let the user know that they don’t have any applicable voucher for their trip
By default, customer will be directed to this Voucher & Promo code > voucher section when they click the select promo code from the booking page.
By default, customer will be directed to this Voucher & Promo code > voucher section when they click the select promo code from the booking page.
By default, customer will be directed to this Voucher & Promo code > voucher section when they click the select promo code from the booking page.
Promo Section
Promo Section
If Condition:
Usually the promo code is related to promotion from a certain bank credit card payment and there is a probability that the user hasn’t resgister their credit card as a payment method. Hence for this case, we can show all of the Bank Credit Card promo related in the promo section but still only the one that match with the transportation mode.
The tittle of the promo should be clear so that the user will not be confused and feel trapped when applying the promo code that actually cannot be applied because of the terms and condition (CC from certain Bank)
Usually the promo code is related to promotion from a certain bank credit card payment and there is a probability that the user hasn’t resgister their credit card as a payment method. Hence for this case, we can show all of the Bank Credit Card promo related in the promo section but still only the one that match with the transportation mode.
The tittle of the promo should be clear so that the user will not be confused and feel trapped when applying the promo code that actually cannot be applied because of the terms and condition (CC from certain Bank)
Usually the promo code is related to promotion from a certain bank credit card payment and there is a probability that the user hasn’t resgister their credit card as a payment method. Hence for this case, we can show all of the Bank Credit Card promo related in the promo section but still only the one that match with the transportation mode.
The tittle of the promo should be clear so that the user will not be confused and feel trapped when applying the promo code that actually cannot be applied because of the terms and condition (CC from certain Bank)
Hi Fidelity Design + Flow
Hi Fidelity Design + Flow
Hi Fidelity Design + Flow
For the sake of this Grab improvement study case I choose to redesign the Grab apps in iOs version. Here I use narration to make it easier to understand the new plot that I created and to deepen the story I will use the name of a fictional character who will then be considered as a user.
For the sake of this Grab improvement study case I choose to redesign the Grab apps in iOs version. Here I use narration to make it easier to understand the new plot that I created and to deepen the story I will use the name of a fictional character who will then be considered as a user.
Kenny’s Journey using improved Grab Apps
Kenny’s Journey using improved Grab Apps
1.
1.
1.
Kenny open Grab apps from his device, he is directed to this mobile landing page. Because its raining outside, Kenny choose the Car transportation
Kenny open Grab apps from his device, he is directed to this mobile landing page. Because its raining outside, Kenny choose the Car transportation
Kenny open Grab apps from his device, he is directed to this mobile landing page. Because its raining outside, Kenny choose the Car transportation
2.
2.
2.
Since he often go to his office using Grab apps, the system record his activity based on his last and most frequent destination address which enables Kenny to select his office address without need to search it. He then Click on his office address.
Since he often go to his office using Grab apps, the system record his activity based on his last and most frequent destination address which enables Kenny to select his office address without need to search it. He then Click on his office address.
Since he often go to his office using Grab apps, the system record his activity based on his last and most frequent destination address which enables Kenny to select his office address without need to search it. He then Click on his office address.
3.
Next he needs to determine his pick up point then click the “Confirm Pick Up” button
4.
Grab showing all of the available transportation mode. Because Kenny choose GrabCar in the first place, the system will by default showing the range of price in Car section. However, Kenny will still be able to check the price for other transportation method. Just in case he change his mind, knowing the price for the GrabCar is higher than using Bike.
5.
Kenny click on the filter Bike to see GrabBike price
6.
He also try to click on “Other” filter to check on another available option
7.
Because its still raining hard outside, Kenny don’t have any option left to choose other than GrabCar. So he choose GrabCar Economy because its cheaper compare to the other GrabCar services. Luckily, there is an ongoing voucher discount that automatically applied and cut off the GrabCar fee. Kenny is currious so he click on the voucher name to see the voucher detail to find out the terms and condition and how many times he can get the same discount.
8.
Grab showing all of the available transportation mode. Because Kenny choose GrabCar in the first place, the system will by default showing the range of price in Car section. However, Kenny will still be able to check the price for other transportation method. Just in case he change his mind, knowing the price for the GrabCar is higher than using Bike.
9.
He redirected back to this booking page and then click on Voucher and Promo
10.
In Voucher & Promo page he found several voucher type. All this voucher he can apply only for GrabCar service, the transportation mode that he had choosen in the booking page.
11.
Kenny click on the promo section, and from this section he knows that there are another type off discount voucher but they require more specific terms and condition. This one is related to payment method. Since Kenny doesn’t use any of the available Bank credit card he skip this section and back to the voucher section to select the previously selected voucher (YUKGRABCAR Voucher).
12.
Kenny choose the YUKGRABCAR voucher and click “Use Now” in the voucher details page
13.
The voucher is now active, kenny is very satisfied with the discount he gets for this morning trip, he Book the GrabCar Economy and finish the payment.
3.
Next he needs to determine his pick up point then click the “Confirm Pick Up” button
4.
Grab showing all of the available transportation mode. Because Kenny choose GrabCar in the first place, the system will by default showing the range of price in Car section. However, Kenny will still be able to check the price for other transportation method. Just in case he change his mind, knowing the price for the GrabCar is higher than using Bike.
5.
Kenny click on the filter Bike to see GrabBike price
6.
He also try to click on “Other” filter to check on another available option
7.
Because its still raining hard outside, Kenny don’t have any option left to choose other than GrabCar. So he choose GrabCar Economy because its cheaper compare to the other GrabCar services. Luckily, there is an ongoing voucher discount that automatically applied and cut off the GrabCar fee. Kenny is currious so he click on the voucher name to see the voucher detail to find out the terms and condition and how many times he can get the same discount.
8.
Grab showing all of the available transportation mode. Because Kenny choose GrabCar in the first place, the system will by default showing the range of price in Car section. However, Kenny will still be able to check the price for other transportation method. Just in case he change his mind, knowing the price for the GrabCar is higher than using Bike.
9.
He redirected back to this booking page and then click on Voucher and Promo
10.
In Voucher & Promo page he found several voucher type. All this voucher he can apply only for GrabCar service, the transportation mode that he had choosen in the booking page.
11.
Kenny click on the promo section, and from this section he knows that there are another type off discount voucher but they require more specific terms and condition. This one is related to payment method. Since Kenny doesn’t use any of the available Bank credit card he skip this section and back to the voucher section to select the previously selected voucher (YUKGRABCAR Voucher).
12.
kenny choose the YUKGRABCAR voucher and click “Use Now” in the voucher details page
13.
The voucher is now active, kenny is very satisfied with the discount he gets for this morning trip, he Book the GrabCar Economy and finish the payment.
Extra
Extra
Extra
This is how it looks like on Voucher & Promo page if Kenny choose to use GrabBike to go to his office this morning
This is how it looks like on Voucher & Promo page if Kenny choose to use GrabBike to go to his office this morning
This is how it looks like on Voucher & Promo page if Kenny choose to use GrabBike to go to his office this morning
This is how it looks like if there are no voucher that currently available to use for selected transportation mode
This is how it looks like if there are no voucher that currently available to use for selected transportation mode
This is how it looks like if there are no voucher that currently available to use for selected transportation mode
Example of Promo Terms and Condition page
Example of Promo Terms and Condition page
Example of Promo Terms and Condition page
Expected Result
Expected Result
There are several expected result from this feature improvement:
There are several expected result from this feature improvement:
Separation between rewards page and Voucher & promo page will improve customer journey while using the apps as it will remove the confusion between reward and promo/voucher function.
Improved voucher application flow will help customer to apply the voucher that relevant to their trip easily. This will make customer get cheaper price for their trip without so much hassle and eventually increase customer retention.
Separation between rewards page and Voucher & promo page will improve customer journey while using the apps as it will remove the confusion between reward and promo/voucher function.
Improved voucher application flow will help customer to apply the voucher that relevant to their trip easily. This will make customer get cheaper price for their trip without so much hassle and eventually increase customer retention.
By: Juliana Eka Putri
Contact: mymailisjuliana@gmail.com
Contact: mymailisjuliana@gmail.com
Case Study Grab Apps
Case Study Grab Apps
Case Study Grab Apps
Thank you!
Thank you!
Thank you!
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