Grab — Case Study

Grab is an app-based service provider that offers only ride-hailing, ride-sharing, and logistics services through its app. It operates in 8 countries mainly in Asia. Mainly the user can do simultaneously 56 bookings at the same time for delivery, transportation, and food.

4 min readOct 21, 2019

It covers 3 industries by serving 3 types of service under one roof so, the user does not have to use a different app for a different task. Grab makes it easy the ride, and eat and also makes trust in delivering logistics from one place to another under the city. (ie. Daily use items or small things).

Problem

The app provides 3 services in one application. As said many options come with many problems and We saw users who are of different age groups are facing some issues while booking the service from the grab app.

Let’s catch the problem of booking a cab. We going to focus on one mainstream and figure out the best possible solution to improve the user experience.

Research

Total number of rides for GrabTaxi Holdings Pte. Ltd. from 2017 to 2019 (in billions)

Day by day the number of users increasing and in south-east Asia, grab is one of the remarkable companies

Why is Uber not successful in Southeast Asia?

There are clear differences between the way the two operate and charge their customers. Uber charges a base fare and they charge fare based on the distance that you travel and the time that you take to travel whereas GrabCar charges a fixed rate basis which does make it a cheaper option based on traffic

Another key distinction between Uber and GrabCar is that GrabCar doesn’t implement the practice of surge pricing — you don’t pay double the price during peak hours. And in my opinion, this is definitely a neat feature, as I don’t have to shell out double the amount of cash every time I need to travel to and from work, which occurs mostly during the peak hours between 7 am to 9 am and 5 pm to 8 pm.

Uber has been operating in Malaysia for a longer period of time than GrabCar. In order, to compete on the same plain as Uber, GrabCar has dropped its prices significantly to make it one of the most affordable modes of transportation

Some of the competitors of Grab

Covered by countries:

OlA- India, JomRides- Singapore, Uber- around the world, Pink cab-Malaysia

User-Research

Going further through the research, I identified 4 personas that have different needs and different goals. This data will be useful to improve the user experience.

These are the real candidate user profile used for user research to see the ground reality.