ROLES

Lead Designer
User Research

YEAR

2023

Our team, alongside product analysts, delved into the food funnel journey, identifying drop-off points to look for new opportunities to engage users throughout the flow.

Two key insights emerged: users frequently ordered the same food from the same merchant, and although users explored multiple merchants, conversions were not consistent. To address this, we aimed to empower users to rediscover and reorder their favorite items efficiently while providing relevant merchant suggestions.

Targeting frequent Grab Food users, we aimed to cultivate routine behavior by facilitating quick reorders of previous items. Pinning the "Order Again" entry point in a fixed position on the home page yielded a notable uplift in most of the countries, with SG increasing at +0.14pp CVR, respectively. Ongoing experiments focus on refining the reordering process for both decisive and exploratory users.

Enhanced Discovery:

To align with user intent and showcase relevant merchants, we introduced two major entry points for better discovery.

1. Cuisine Categories:
Highlighting cuisine categories at the top fold of the home page enabled users to filter and narrow down their choices. Extensive UI explorations led to the creation of 240+ AI-generated cuisine visuals for all 8 countries within 18 days. This not only improved user interaction but also enhanced the visual experience of the Grab Super app, signifying a dedicated food service.

2. Widgets:
Collaborating with various teams, we introduced modular widgets to the design system for widespread use across the Grab ecosystem. These widgets, adorned with engaging illustrations and catchy copywriting, spotlighted new campaigns and affordable food options with a simple tap. The CTRs of on these widgets continued to be high when compared to the baseline control, it showed relevancy. to the consumers.

Series of components created for the Grab Design System with variants to be able to be used across the Grab ecosystem.

In summary, the redesigned home page optimizes the food discovery experience, emphasizing user-friendly features, fostering routine behavior, and providing rich visual cues. These improvements not only enhance user satisfaction but also contribute to a cohesive and engaging Grab Food ecosystem.

This redesign was fully rolled out in December 20, 2023 in all countries.