Offers & More

A dedicated landing page for all offers, budget meals, free delivery and more.

Role

Role

Role

Role

Lead Product Designer

Company

Company

Company

Company

Grab

Year

Year

Year

Year

2024

Full Presentation

Context


After the pandemic, as inflation rose, consumers in SEA prioritized affordability. Our NPS surveys consistently showed that despite our competitive pricing, GrabFood was perceived as 'not affordable.' This project was the first major step our team took toward making Grab more affordable by creating a solution that addresses various user intents and helps them find the right restaurant.

Context


After the pandemic, as inflation rose, consumers in SEA prioritized affordability. Our NPS surveys consistently showed that despite our competitive pricing, GrabFood was perceived as 'not affordable.' This project was the first major step our team took toward making Grab more affordable by creating a solution that addresses various user intents and helps them find the right restaurant.

Insights

Based on our diary study research, Food Brandhealth, and NPS.


As an eater,

  • Promos are not visible and accessible.

  • Lowest promo discoverability compared to competitors.

  • The definition of "affordability" varies based on age, income and culture.


As an Merchant,

  • The promotions are barely affecting sales.

  • As a result, fewer merchants are inclined to offer discounts.

  • Merchants providing higher discounts don't receive special placement.

Launch

By Q2 2024, we launched our first experiment of the new affordability-focused landing page with features like visual filters and the new Merchant listing. We observed the following results:

  • Tile CTR: 12.3%

  • The majority of sessions (58%) involved clicking into a merchant, with ~15% of these clickthrough sessions leading to conversion.

  • Both savings-conscious and price-conscious users showed higher conversion rates.

  • Visual filters were selected 31.12% of the time.


Check out the full case study presentation by clicking here!