Uber left | Grab right

Both company main focus is to get to your destination but notice the difference here:

1. 1. Uber says “Where to?” Grab says “Where are you going?”.
2. 2. Font size

Explanation: *PSA: Obviously both replies applies vice versa depending on individual* Uber’s where to? imply shorter impulses of thoughts so you’ll instinctively think of your destination versus Grab. The more words you use to describe something requires us humans to process the words hence, more thinking. So less thinking = more trips = more money.

Always go for 23–30pt in font size for core feature!

Examples: When your friend says where to? chances are you’ll reply “errr (destination), to (destination)” when your friend says “where are you going?” chances are you’ll reply “umm most likely (destination), I want to go to (destination)”

My 59 y.o dad says he couldn’t find Grab’s “where are you going?”, this matters because of visibility. If an old can see it, a young one will immediately.

Grab = 6 touch red dots v Uber = 4 touch red dots

Explanation:

More red dots:

• 1. More touches
• 2. Busy interface
• 3. Reduce essential feature

Less red dots:

• 1. Less touches
• 2. Cleaner interface
• 3. Better focus

Example: I showed my dad age 59 both Uber and Grab side by side, he found Grab harder to navigate compared to Uber reasoning were obvious.

Dessert

At the end of the day it comes down to PRICE

Both companies provide great value to us consumers but in terms of product, Uber still has the helm. This is a design case study and I’m not bias to Uber because Grab is the preferred choice for startup founders :)

At this stage between the war of these ride hailing services, it all comes down to experience and price. Grab has the price down, all that’s left is the experience part.

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P.S. I’m currently writing about Lemon’s Design Process. Do follow us on Facebook or Instagramto stay in the know.

Book Recommendation

John Simmons — The Invisible Grail.

This book is a technical book on language, linguistics and words. It was a lucky find, I almost pass on this book but his book made me realised words are equally or more important than features.