Group Orders Tiered Promos

A new, convenient way for big groups to order together and unlock bigger savings.

Role

Role

Role

Role

Lead Product Designer

Company

Company

Company

Company

Grab

Year

Year

Year

Year

2024

Full Presentation

Background

Our affordability team was working on a project called Group Orders to make it easier for large groups to order food together and save money. During a critical development phase, the lead designer had to go on maternity leave. 

Recognising the project's extensive cross-functional dependencies and its impact, the team turned to me to steer this towards the finish line.


The Problem

Food ordering in big groups is Hard!

  • One person has to take all the ownership.

  • Pass their phone.

  • Ask everyone for their preference.

  • Pay for everyone and split the bill afterwards.


Introducing Group Orders

A new, convenient way for big groups to order together and unlock bigger savings.

  • No more phone passing.

  • No need to chase.

  • Include automatic bill-splitting.


Background

Our affordability team was working on a project called Group Orders to make it easier for large groups to order food together and save money. During a critical development phase, the lead designer had to go on maternity leave. 

Recognising the project's extensive cross-functional dependencies and its impact, the team turned to me to steer this towards the finish line.


The Problem

Food ordering in big groups is Hard!

  • One person has to take all the ownership.

  • Pass their phone.

  • Ask everyone for their preference.

  • Pay for everyone and split the bill afterwards.


Introducing Group Orders

A new, convenient way for big groups to order together and unlock bigger savings.

  • No more phone passing.

  • No need to chase.

  • Include automatic bill-splitting.


A screenshot of job gate home and job details screens
A screenshot of job gate home and job details screens
A screenshot of job gate home and job details screens
A screenshot of job gate home and job details screens

Source of discounts

  • High conversion: 1% of orders are now Group orders, and GO has a very high conversion rate of ~35%. 

  • GO has higher Margins: MVP confirmed that Group Orders generate significantly higher margins.

  • Funding bigger savings: This extra revenue per order is redirected to offer more user benefits, creating a self-sustaining model.


Average vs Group order Margin

6.4% vs 10.8


With Group Orders Tiered Promos, we aim to leverage the network effect and create virality for Group Orders.



A screenshot of job gate filters popup
A screenshot of job gate filters popup
A screenshot of job gate filters popup
A screenshot of job gate filters popup
A screenshot of job gate home screen
A screenshot of job gate home screen
A screenshot of job gate home screen
A screenshot of job gate home screen
A screenshot of job gate job details screen
A screenshot of job gate job details screen
A screenshot of job gate job details screen
A screenshot of job gate job details screen

Next

  • We plan to conduct a small rollout to 5% of users in Singapore.

  • Measure the impact on the number of orders, changes in the margin, average order value, long-term retention and the overall conversion.

  • Given that this promotion could be easily gamed, we're also interested in observing its effects and determining whether we need to adjust the promo mechanisms.



Check out the full case study presentation by clicking here!