Grab.com Experiment
Role Lead Designer
Deliverable Website
Launched in the Philippines
Impact 2930.3% increase in click-through rates
The current Grab.com serves as a marketing tool promoting its services. We had a hypothesis that the dropoff rate from the home page was from consumers looking to use the services directly from the web. Our experiment enables consumers to easily find Food and other services with a guided and contextual experience.
As the priority in the target audience changes from investors/ partners to consumers, the content shown is tailored to be more image-heavy, enticing consumers with food. Previously, clicking on each service will take users to more information on the service. We were working towards taking users directly to the restaurant where they could immediately make an order.
Accessible on both mobile and desktop
This website is a way for consumers to see what is available in their area before deciding to create an account or download the app. It’s a big decision for many users in less developed countries to download a super-app such as Grab as it takes up a lot of space on their phones. We hypothesize that if they find that the services offered make their day-to-day easier, they will commit.
Aside from big orders (such as corporate events), our user base is primarily on mobile.
Contextual depending on time and location
Data-driven hypotheses are used in designing this experiment. Depending on the time and location (city), the best suggestions show up. This experiment is done during Christmas (a holiday widely observed in the Philippines), so the content and suggestions are festive.
Increasing Click-Through Rates with images by 550%
Refreshing food cards by eating time increased the section engagement rate by 1.3x.
When users see content that fulfils their needs, they are more likely to click through.
Emphasis on app download on mobile
The experience is likely better and more stable on the app for mobile. When users land on the page, they see a sticky bottom bar that directs them to App Store/ PlayStore.
If they dismiss it and scroll down, another module (like it does on desktop) prompts them to download the app. The difference between this module on the web and mobile is a QR code on the web and a ‘Download’ button on mobile.
