GrabShare driver-partner experience
GrabShare driver-partner experience
A reliable and earning car-sharing service for Grab driver-partners
A reliable and earning car-sharing service for Grab driver-partners
Summary
Summary
As a product designer, I led the end-to-end design of the GrabShare driver-partner experience.
This was a tricky project. In the past, GrabShare received many complaints about detours, drivers earning less and uncertain wait and trip time.
The goal was to address these issues and bring a more reliable and earning GrabShare experience to driver-partners.
We launched the GrabShare Beta in Manila, in November 2022 and worked on expanding to more regions.
As a product designer, I led the end-to-end design of the GrabShare driver-partner experience.
This was a tricky project. In the past, GrabShare received many complaints about detours, drivers earning less and uncertain wait and trip time.
The goal was to address these issues and bring a more reliable and earning GrabShare experience to driver-partners.
We launched the GrabShare Beta in Manila, in November 2022 and worked on expanding to more regions.
Company
Company
Grab
Grab
What I did
What I did
Product design, UI/UX, prototyping, user research & testing, iteration
Product design, UI/UX, prototyping, user research & testing, iteration
Contributor
Contributor
Marc, Ketaki, Eric, Karlton, Jun, Aurelia, Xiangyue, Ranran, Chen
Marc, Ketaki, Eric, Karlton, Jun, Aurelia, Xiangyue, Ranran, Chen
Timeline
Timeline
6 months (with onging improvement)
6 months (with onging improvement)
Context
Context
GrabShare is Grab’s ride-sharing service to passengers at a lower cost. Due to COVID-19, GrabShare were temporarily suspended. In 2022, as the pandemic improves, demand for affordable transportation remains high and driver-partners want more earnings, we decided to bring back GrabShare to Southeast Asia.
Car-sharing as a win-win-win opportunity
Car-sharing as a win-win-win opportunity
Passenger
Provide an alternative to price-conscious passengers who are frustrated by surge and high fares.
Provide an alternative to price-conscious passengers who are frustrated by surge and high fares.
Driver-partner
Provide a new service to driver-partners with higher earnings.
Provide a new service to driver-partners with higher earnings.
Grab
Improve fulfilment by making a better utilization of our supply.
Improve fulfilment by making a better utilization of our supply.
Target User
Target User
4-wheel driver-partner
4-wheel driver-partner
4-wheel driver-partner
“As a Grab driver-partner, I want to get higher earnings.”
💰 Sets target on earnings by hour and day
⚖️ Has personal benchmark on fares of a good and bad booking.
💚 Less trouble, no surprise detour
Problem
Problem
Detour and Uncertainty
Detour and Uncertainty
Longer detour, sudden route changes, unpredictable distance, uncertain arrival time.
Longer detour, sudden route changes, unpredictable distance, uncertain arrival time.
Low earning
Low earning
In the driver-partner’s benchmark, GrabShare's earning efficiency is low. More trip time and distance means more expenses(e.g. gas).
Driver-partners got lower earnings when unmatched or 1 passenger was cancelled.
In the driver-partner’s benchmark, GrabShare's earning efficiency is low. More trip time and distance means more expenses(e.g. gas).
Driver-partners got lower earnings when unmatched or 1 passenger was cancelled.
Goal
Goal
To bring a more earning and reliable GrabShare to driver-partners.
To bring a more earning and reliable GrabShare to driver-partners.
Hypothesis
Hypothesis
Creating a high quality matching mechanism so that we can bring a better GrabShare to driver-partners.
Creating a high quality matching mechanism so that we can bring a better GrabShare to driver-partners.
Process
Process
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Ideation
Service bluepoint for passenger and driver-partner
Used service bluepoint of 2 mobile apps, this way helped us keep empathy to passengers and drivers and avoid the loopholes.
User testing
The first launch city was in Manila, Philippines, so we recruited Filipino users and spent 1 week conducting 1-on-1 interviews and usability testing with 10 passengers and 5 driver-partners. This research helped us clarify changes in users' mental models/perceptions after the pandemic, the usage scenarios, and improvements in usability with new concepts and designs.
Final Design
Final Design
Onboarding
Onboarding
We used opportunity cards at Grab Driver App homepage to introduce the new GrabShare, called out key benefits and optimised features to driver-partners.
We used opportunity cards at Grab Driver App homepage to introduce the new GrabShare, called out key benefits and optimised features to driver-partners.
Accept Booking
Accept Booking
With the new mechanism, the driver-partners can enjoy less trouble GrabShare bookings as they are all matched upfront.
With the new mechanism, the driver-partners can enjoy less trouble GrabShare bookings as they are all matched upfront.
We created value insights to influence driver-partners’ expectations. We closely cooperated with content designers to create it and verify it in the product.
We created value insights to influence driver-partners’ expectations. We closely cooperated with content designers to create it and verify it in the product.
On Trip
On Trip
Driver-partners can view the smooth route and all stops on map, as well as check passenger information.
Driver-partners can view the smooth route and all stops on map, as well as check passenger information.
Booking History
Booking History
1 GrabShare ride counts as 2 rides completed so that driver-partner can get double incentive in one ride. This mechanism got driver-partner's love while testing and MVP version.
1 GrabShare ride counts as 2 rides completed so that driver-partner can get double incentive in one ride. This mechanism got driver-partner's love while testing and MVP version.
Cancellation
Cancellation
Before, driver-partners got lower earnings when 1 passenger was cancelled. To ensure driver-partners’ benefit and fair, we set new strategy to make sure their fair earning.
Before, driver-partners got lower earnings when 1 passenger was cancelled. To ensure driver-partners’ benefit and fair, we set new strategy to make sure their fair earning.
Driver-partners could get fair compensation when passengers cancel booking.
Driver-partners could get fair compensation when passengers cancel booking.
Driver-partners could cancel unaffected if isn’t their duty.
Driver-partners could cancel unaffected if isn’t their duty.
Design Iterations
Design Iterations
Our first step was releasing the MVP in the Philippines and tracking the driver-partner's feedback and data. The main reason auto-accept drivers cancelled bookings was they were unclear about the total earnings when they used GrabShare Beta for the first time.
Our first step was releasing the MVP in the Philippines and tracking the driver-partner's feedback and data. The main reason auto-accept drivers cancelled bookings was they were unclear about the total earnings when they used GrabShare Beta for the first time.
Iteration 1 - To enhance the value insight for auto-accept driver-partner
Iteration 1 - To enhance the value insight for auto-accept driver-partner
Iteration 2 - Modified the earning value from current earnings to total earnings, and added a tooltip for first-time driver-partners.
Iteration 2 - Modified the earning value from current earnings to total earnings, and added a tooltip for first-time driver-partners.
Impact
We successfully launched GrabShare Beta in Manila in November. As of January, 2023, the team was working to bring GrabShare to more regions.
This was just a small step for GrabShare's return. We would continue to launch in more Southeast Asian countries and cities. There were lots of works waiting to do, and need further optimization after continuous tracking of data and user research.
We successfully launched GrabShare Beta in Manila in November. As of January, 2023, the team was working to bring GrabShare to more regions.
This was just a small step for GrabShare's return. We would continue to launch in more Southeast Asian countries and cities. There were lots of works waiting to do, and need further optimization after continuous tracking of data and user research.
80% +
80% +
Allocation rate
3+
3+
Expand cities
4%
4%
of 4-wheels bookings
Next Project
Next Project
© 2024 Lumi Meng
Made with 2 cups of coffee per day
© 2024 Lumi Meng
Made with 2 cups of coffee per day
© 2024 Lumi Meng
Made with 2 cups of coffee per day