Redesign Grab App
Home Screen
Home Screen
UX Case Study 2020
Since the Grab home screen was launched in mid-2018, we have launched lots of new services and features to serve the various needs for every day. However, most users still mainly use transport or Food delivery, and occasionally try payment and delivery.
Since it has added features and content without a clear strategy, home screen became far from users' goal and it could not empower our business as well. Thus, I reconsider the purpose of the home screen.
We proposed the home screen as emphasising prior components, progressive on-boarding and contextual recommendation.
To understand users’ priority and behaviour for the current homepage structure, we conducted user survey, Treejack testing for information architecture, and user interview.
Key Insights
If we provide the intuitive app layout, users will find what they need easily and quickly
If we provide a clear value proposition contextually, users will understand the benefit of the services and try more
Since the app home screen is connected to more than 12 teams, our changes can be a big impact on their business and product. Thus, I planned and led a workshop with 37 PMs, PMMs, Researchers, Designers, and Engineers from all the teams so that we could share the user problems and align the information priorities with stakeholders.
We explored the structure and features in varied approaches. We wonder what can be on the top and bottom of the screen, it led to consider reachability, visibility and groupings.
Wallet Balance
Survey 1st, Low CTR
Search
Survey 8th, High CTR
Activity
Survey 10~16th, High CTR
Top 3 most used services
Survey 2nd, High CTR
Shortcuts
Survey 3rd~4th, High CTR
Promo
Survey 4~5th, High CTR
We categorised all features and explored to group them in varied ways.
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Through varied approaches, we came up with more than twenty layouts and chose three of them for user testing through the design reviews with our team.
To ensure the information priority and new direction, we had community workshop to know the context of their priority and conducted a concept testing with wireframes in Indonesia and Singapore.
“I love seeing only services that I’m using”
Some participants was difficult to find other services, but most of them liked to see only a few services.
“Love to find deals in a place”
Most participants were able to find Rewards, Subscriptions that were moved to the second levels under Promo.
“It is difficult to use the bottom sheet”
Even though it is easier to tap the frequent used services on the bottom sheet, some participants mentioned not familiar and easy to use.
“Difficult to find my activity”
Some participants couldn’t find Activity or Account in the variation without the bottom nav.
Removed the duplicative and low priority features, and combined monetary saving related features into a place. Emphasize the highest priority features with visual hierarchy.
Since most users are using average one or two services, we should gradually introduce new services based on the life cycle.
Brand New User
Transport & Payment User
Mature User
Users can easily find ongoing activity, it recommends deals or services based on the user location, activity and history.
With a place combining all monetary saving features at a place, users find what they desire and Grab can promote new services effectively.
It was challenging to design a screen that connects 7 million users and more than 12 internal TFs. To solve the user and business problems, I had to deeply understand the holistic circumstances and align the selective features for the limited real estate with the numerous stakeholders, it has been tremendous learning for me.
Due to COVID-19, the company's business strategy had to be changed and the final design was significantly revised for the new business direction. The learning and alignment were evolved in the new direction to tackle the crisis.
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