As we grow into S.E.A everyday super app, what will be our future look like? With this feature we are unblocking the possibility for future by not only allowing our user to book multiple "activities" at the same time but also designing the management of different activities.
I was the leading designer of this project. Conducting design workshop, Initiate communication between cross-functional teams and stakeholders. Worked with business/product owner, researchers on user interview/usability test. Designing the overall experience (UX, interaction) also envision of what our future experience look like.
Our vision
Grab is growing to everyday super app in S.E.A.
What we want to do is clear. Is to allowing more user stick with our eco-system, using our service more. How do we do that? The idea is to have multiple activity at the same time. How to create a holistic/cohesive experiences that allowed different service worked together become our goal. In the meantime we are aiming to create a healthier, more sustain business.
CX team is the forefront of what Grab does everyday for our customer. Is the first thing you see when you start to use our product. We initiated conversation and set up standards to other internal teams, we are the united voice of Grab.
Collaboration is the most crucial part of all projects, how to make the process smoother , communication is the key.
Almost every team at Grab has involved in this project. CX, Transport, Food, Express and payment are the five main teams that collaborated with each other. We brought everyone from designers to engineers, product owners to the same room to have a full day workshop.
We had conducted series of exercise to help the team reach alignment. To understand each other more, what they need and what they care about on their experience and business. All the use cases are somewhat similar and different. Our goal is to try to find a way that allow us to make multiple activities at the same time and somehow create an end to end eco-system.
After collaboration we've reached an agreement on how to book your second activity, what's the entry point and how do you do that.
Design process
Our job is clear, we needed to find common place for everybody. We need to design a framework that allow everyone to jump in without too much of inconsistency. At the same time allowing some sort of flexibility. We started by gathering all the flow from every team, the reason is to understand each other and hopefully we can find a pattern, then we can start to design a framework.
Information is hard to quantify, as designer we have to base on previous interview/research to help us understand what's on user's mind during different point of their user journey.
What are the information our user perceive? Which one is important which one is not? In the beginning at Grab we assumed those are the information help our user along the way. It's time for us to clean this up a little bit.
A framework allow everybody to use, standardise our voice.
Once we analysed the information architecture, we counted the the most displayed information by ranking, we wanted use what we have now to have an assumption what's most important information for our user, later on we can validate through user testing/interview. At the same time we need to think from a system level so the information won't get messy.
What information to display?
We have to define a system (framework) for other team who can use what they have and go straight to design it.
Those are the information we defined.
What service it is?
What's happening now?
This field was designed to be customisable, this can be ETA, car plates and many more.
Grab is a real time service, situation could change base on when time moves forward, how to show relevant information at the right moment is something we need to consider.
When to inform?
Serve our customer right
There are different needs from our customer base on the condition of your ride or order. You may want to contact your driver or cancel your food order. When we design this framework we also need to consider different scenario for our user and we have to fulfil what they need.
Communication
We make sure there's always visibility for the working team, we created those document to communicate and make sure everybody is on the same page.
Management
Once we defined the framework for everybody we need to give an overview to our customer. To keep them visible and updated. This "Activity" screen is meant to keep our customer updated.
We wanted to keep the same framework so our user won't get lost. Also educate our customer on the idea of timeline of a day. For our business this is the eco-system that we are envisioning.
Execution
Release in phases ensure us a faster iterations to reduce the risk. Working with PM/engineers to make sure we provided the best experience on each of the release and hopefully reach the bigger goal.
User testing
Two rounds of usability tests in Jakarta gave us a clear path on designing this big feature. What works what's not, fortunately the testing went smoothly, this validated our assumptions in the beginning.
Thank you for taking time read about this project, if you are interesting I can share more with you!
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