GrabPay | Magic of Nudge
With more than 36 million users, Grab offers ride-hailing, logistic services as well as payments in Southeast Asia. One of the biggest challenge in this region is cash continues to be the preferred choice of payment and promo-hunting had become a habit for consumers in South East Asia. It is a mounting challenge to drive cashless adoption as it means changing a old human habit
Problems to solve
GrabPay is a close-loop wallet where usage is limited and we know consumers see a lack of value and use cases in using it. The goal for the team is to nudge GrabPay as the preferred choice over cash start planting GrabPay usage into a habit for consumer's everyday's life.
My Role
I lead a UI designer and worked along a Researcher and Product Marketer in exploring concepts and translate the research findings into actionable design concepts. I stopped working in close collaboration once the concept had been defined. Afterwards, I am mostly in the capacity of advisor to the UI designer working on the detailed design, overlooking areas of flow and usability with the UI designer
DISCOVERY
The Design Process
We explored and iterate our designs via user research and usability testings. We focus on making the information design (prices) obvious. It is important to make it easy for user to see the pricing difference between choices.
The design goal is to
- Demostrate clearly and easily the value of cashless (GrabPay) over cash.
- Reduce friction to book and aim to maintain 1 click to book concept.
Design Impact: 30% MAU Uplift
The design delivered a 30% MAU uplift by nudging customers to compare the value of cash Vs GrabPay credits. In addition, the design helps to move consumers away from promo code mindset as savings become apparent.