Revamp Grab Website User Experience

Grab Design Challenge

Design Challenge

Recommendation to how to approach the project to revamp the current Grab website. Along UX methodologies that would be adopted.

*Design Challenge was conducted with limited information and understanding on the business of grab, in so the web revamp design challenge will focus mainly on fulfilling user ease while using the website along, easy accessibility to information. Methodologies used during this challenge is Heuristic Evaluation, Information Architecture (Content Audit, Sitemap), Wireframe.


Understanding

Prior to conducting user interviews and contextual inquiries, it would be ideal to conduct a ideation workshop engaging stakeholders involved to finesse and understand what they are seeking to achieve from the website revamp along understand the Proto Persona they are thinking of along ensure all stakeholders are of the agreement in the results they are looking to achieve.

Proto Persona should be created prior to conducting actual contextual inquiries with users to prevent the results from being stained and use as a guide on the users being recruited, and later be fused together with the Persona created from the actual contextual inquiry conducted.

*Proto Persona should ideally never be treated as a mean to an end.

  • Conduct a Contextual Inquiry involving Users (Riders and Drivers) = Affinity Mapping = Persona

By conducting a contextual inquiry with users (Riders and Drivers), we are better able to observe along understand how the user behave, interact the pain points, behaviours, pleasure and context in relation to the situation or environment leading up to the various decisions or experience they have.

From the findings and data gathered a Persona could be created using affinity mapping process a distillation of information observed during contextual inquiry along user interviews that leads up to the creation of the Persona that provides better context to why the website revamp should be done along the design solution.


Conducting Content Audit of the current website provides clarity and understanding the current information available to users (Riders and Drivers) along notice the current shortfalls of potential missing content that would assist in creating a better website user experience.

Information Architecture of the current website and relevant pages assist in further informing the current state of the website sitemap. Opening opportunities in uncovering insights that could lead to a better robust revamp Information Architecture.

Current Grab Website Sitemap (left: Riders sitemap, right: Drivers sitemap )

A Heuristic Evaluation of the current website was conducted to find potential issues users face could face while using the website.

Heuristic Evaluation of current Grab Website (left: Riders page, right: Drivers page )

Insights

Base on the findings of the methodology uncovered using Heuristic Evaluation, Content Audit and Information Architecture (methodologies available and usable for design challenge due to the lack of resource and time limitation), insights uncovered was there is a no clear differentiation on the webpage between users (Riders and Drivers), the current website is clean and minimalist in design but essential information may have been potentially sacrificed or hard to locate due to a need for achieving a clean consistent interface look.

Other observation was the micro-interaction of the animations, some of the animation interactions has a long transition time along it does not accurately behave when user interact with it. Which may potentially culminate into user not able to recieve an ideal user experience while interacting with the site as they may not be able to retrieve information they are looking for, leading to a lost in users (Riders and Drivers) subscription.


Ideate + Prototype

With the various insights uncovered, it‘s easier to focus on the potential opportunities on how the direction of h0w the website could be revamp and backing as to why it is revamp in such manner.

To that the my proposed solution of the design challenge was to;

Make the website user friendly with easily accessible information = users will gain more clarity on grab offerings translating to trust and assurance along potential increase in riders and drivers base.

  • Revamp Sitemap of propose web design
Proposed Grab Website revamp sitemap (left: Riders sitemap, right: Drivers sitemap )

With the proposed sitemap revamp, it would assist in ensuring users would have a better user experience as compared to present website. Being able to specifically cater to specific user experience (Riders and Drivers), making it easier to proceed to conducting a design studio and wireframing and execution of the prototype as what features or function is required is no longer guesswork.


  • Design Studio + Wireframing + Prototyping + Usability Testing + Iterations

Conducting a design workshop would speed up the process of designing of prototype, as various stakeholders and designers involved would be able to throw ideas around and distillate the best ideas available and put it together in a timely manner.

Following which the website will be turn from wireframe into a tangible prototype for usability testings to gain further research and understanding of how users will interact with the website that will further assist in the iterative design development of the website.


Proposed Solution Design

Riders Homepage

Propose Web enhance wireframe will have a key differentiation of colour for user to notice they have arrived at a different page of grab catering to Users, along key information are no longer buried in the drop down menus but brought out forward onto the webpage itself. Riders navigation in white while Drivers page in green.

Additional information should be provided to make the webpage much more informative for potential interested users looking to use Grab service.

Riders Homepage

Driver Homepage

Propose Web enhance wireframe will have a key differentiation of colour for user to notice they have arrived at a different page of grab catering to Drivers, along key information are no longer buried in the drop down menus but brought out forward onto the webpage itself. Drivers navigation in green while Riders page in white.

Additional information should be provided to make the webpage much more informative for potential interested drivers looking to sign on with Grab.

Drivers Homepage

*Design Challenge is conducted with limited information and understanding on the business of grab, in so the web revamp design challenge was focus mainly on fulfilling user ease while using the website along, easy accessibility to information.