GrabPay Angpao | Design for social amplifications

In late 2016 GrabPay launched Peer-2-Peer feature in GrabPay. This allowed Grab users to send money to another Grab user via the app using their mobile number. By late 2017, GrabPay was the most consistently used e-wallet app in Singapore where 77% of all transactions on its platform were conducted via GrabPay. In Nov 2017, the idea of having a similar idea to AliPay’s Red packet was raised as an initiative.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of the Company..
Company
Grab
Date
2.1.18
Product
Grab Red Packet (Angbao)
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Problems to solve

The team had 3 months to launch. Me and the engineering lead agreed not to take the Alipay mechanics despite pressure and expectations to do so. Our argument was 1) the chinese version works well as its base is a communication network platform that has a ultra high frequency usage rate unlike Grab was mainly a transport platform used at a lower rate, an average of once or twice for our super users. 2) China version already has their friends in their contact list, GrabPay was a closed loop network, the to-be angbao Receiver might or might not be a Grab user hence there was friction to use. If there were no motivation the initiative might not be successful.

My Role

I lead the concept exploration together with the Engineering Manager and later supported by an interaction designer. The gamification concept was based on following principles

  1. Be addictive
  2. Easy to achieve
  3. Social amplifications

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THE APPROACH

What problems are we solving?

A simple game design can helped to solve the following business constraints:

  • Close loop wallet means a limited user base. Social amplification can help to break the barrier and acquire customers along the way
  • Playing on human greed is an element of game design. A small token can lead to great impact

We both landed that to encourage adoption, gamification with a hook and social amplification elements was the direction we headed. I adopted the gamification design principles of

  1. Keep the game mechanic simple
  2. Make it sticky, fun by playing on human greed (gambling effect)
  3. Get their friends involved inorder to earn the bonus

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Simplicity In design

  1. A Grab user uses GrabPay to send Angbao and get a bonus Angbao back from Grab. The bonus AngBao value is random. The idea behind this was to create a surprise for the user and stroking on human greed. The value could range anywhere from as little as $0.08 to $8.88.
  2. The random value was based on human greed aka gambling mindset. This will drive users to send more, with hope of winning the max gain with minimum effort
  3. To create an amplification effect, the bonus Angbaos will be given at random (up to 8 times per user, per day) and Sender can increase their fortune by sending them every day.
  4. We encouraged Senders to spread the fortune by sending it to different family members and friends every time.


The product was a hit with 1.6 millions e-angbaos sent and 1,665% uplift

The feature was launched on the eve of Lunar New Year Feb 15. The design rationale was following the Chinese custom, the Angbao Giver will start giving well wishes (angbao) after reunion dinner. That was the best time to launch. The project was a huge success in Grab, we saw 1.6 million e-angbaos sent, a 1,665% MAU uplift. It also achieved the lowest marketing campaign cost ever in the history of Grab.

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