Date: May 2018 - September 2019
Platform: React Native Application (ADR & iOS)
Locations: Singapore, Indonesia, Philippines, Vietnam, Malaysia
Role: Sr. product designer, promoted to Lead Product designer
Problem:
Small and micro-merchants needed a way to track their GrabPay transactions and earnings. The GrabPay merchant application was an answer to this; however, it was merely built in parity of a competitor application and many of our small merchants either found it unappealing or difficult to find the information they needed.
Previous GrabPay Merchant Application
Solution:
Taking into account direct merchant feedback, I focused on a design they could easily navigate as well as more quickly determine how much a merchant made with GrabPay.
Redesigned Indonesia Merchant Application
Process:
I conducted three bi-weekly iterative usability tests in Indonesia to quickly make updates to the former GrabPay merchant application design. The app was very dated in look and feel and many of the merchants struggled to find the hamburger menu at the left-hand side of the application. Thus, several of the merchants I met did not even know that there were more screens than the transaction home screen within the original application design. Over the course of 5 weeks, I usability tested and redesigned the application to be more user friendly and modern in feel.
Additional GrabPay Merchant & Supplier Research:
Originally, Grab management had me tasked to do the redesign over the course of 6 months, but I was able to deliver over the course of 5 weeks. Thus, I moved my time to better understanding the areas of opportunity within the Merchant space for the company. I specifically research two main areas of opportunity:
How might Grab help merchant suppliers?
How might Grab help merchants scale their business and grow their business with Grab?
For area of opportunity 1, I specifically ran exploratory research in Jakarta, Indonesia. I interviewed 8 different supplier salesmen to better understand the supplier process when working with merchants. Supplier size range from small, medium, to large. A big focus of the study was around the supplier-merchant relationship. Many of our merchants had mentioned that suppliers were the majority and priority of their costs. We had already gathered and synthesized the merchant perspective, but I felt there was value in understanding the supplier perspective. Additionally, there was valuable knowledge we could learn from the current processes in place if Grab were interested in moving into this space. For full details of the findings, please contact me and I can share the synthesis deck I made.
For the second area of opportunity on scaling a business, I setup an exploratory research study in Ho Chi Minh, Vietnam. The research team focused on 8 medium businesses that were experiencing growth and were trying to open their second or third store. I focused the research around talking about the challenges of opening their first store and the differences they are facing in opening the second or third. The hypothesis was that if we could understand the patterns in process of merchants that were able to grow on their own, then it would help inform Grab on how we could help when a merchant is opening his first store. Additionally, talking about the challenges of scaled growth to the second and third stores would also be useful if and when Grab wanted to help merchants scale after a successful initial opening. For full details of the findings, please contact me directly.