How did I ship GrabMart?
0-1 Vertical
GrabMart is one of the verticals from the Grab superapp platform. It delivers items on-demand and provides everyday goods and groceries delivered within the hour or scheduled at a convenient time. The whole project began from an experiment as the subset of the GrabFood, but eventually built as a new vertical with the refined experience.
Role
Lead product designer
Platform
Consumer mobile app
Date
Q4 2020
Launch status
Check out at
Background
Background
2020 is apparently a special year for everyone in the world. Given how tremendous the covid-19 impact the way people live, talk, travel and eat. In a retrospective way, nobody liked it as a human being. Despite the Ride-hailing service was being hard hit by the covid pandemic - which was one of the core business in Grab, we also seeking and discovering new opportunities amid the chaos.
With social distancing measures altering the daily lives, delivery service stands out to profit by contactless interaction. The new investment directions such as Grocery Delivery, Community Buying have sprung up in the marketplace to show the resilience in the food tech industry. Back in Feb 2020, the team sensitively observed a significant unfulfilled demand for convenience items that being transacted through the food delivery platform.
Consequently, a new vertical has been established to adapt to enable the customer to get everyday goods delivered by the door - GrabMart. This article illustrates design thinkings in terms of how GrabMart been implemented from scratch.
2020 is apparently a special year for everyone in the world. Given how tremendous the covid-19 impact the way people live, talk, travel and eat. In a retrospective way, nobody liked it as a human being. Despite the Ride-hailing service was being hard hit by the covid pandemic - which was one of the core business in Grab, we also seeking and discovering new opportunities amid the chaos.
With social distancing measures altering the daily lives, delivery service stands out to profit by contactless interaction. The new investment directions such as Grocery Delivery, Community Buying have sprung up in the marketplace to show the resilience in the food tech industry. Back in Feb 2020, the team sensitively observed a significant unfulfilled demand for convenience items that being transacted through the food delivery platform.
Consequently, a new vertical has been established to adapt to enable the customer to get everyday goods delivered by the door - GrabMart. This article illustrates design thinkings in terms of how GrabMart been implemented from scratch.
2020 is apparently a special year for everyone in the world. Given how tremendous the covid-19 impact the way people live, talk, travel and eat. In a retrospective way, nobody liked it as a human being. Despite the Ride-hailing service was being hard hit by the covid pandemic - which was one of the core business in Grab, we also seeking and discovering new opportunities amid the chaos.
With social distancing measures altering the daily lives, delivery service stands out to profit by contactless interaction. The new investment directions such as Grocery Delivery, Community Buying have sprung up in the marketplace to show the resilience in the food tech industry. Back in Feb 2020, the team sensitively observed a significant unfulfilled demand for convenience items that being transacted through the food delivery platform.
Consequently, a new vertical has been established to adapt to enable the customer to get everyday goods delivered by the door - GrabMart. This article illustrates design thinkings in terms of how GrabMart been implemented from scratch.
2020 is apparently a special year for everyone in the world. Given how tremendous the covid-19 impact the way people live, talk, travel and eat. In a retrospective way, nobody liked it as a human being. Despite the Ride-hailing service was being hard hit by the covid pandemic - which was one of the core business in Grab, we also seeking and discovering new opportunities amid the chaos.
With social distancing measures altering the daily lives, delivery service stands out to profit by contactless interaction. The new investment directions such as Grocery Delivery, Community Buying have sprung up in the marketplace to show the resilience in the food tech industry. Back in Feb 2020, the team sensitively observed a significant unfulfilled demand for convenience items that being transacted through the food delivery platform.
Consequently, a new vertical has been established to adapt to enable the customer to get everyday goods delivered by the door - GrabMart. This article illustrates design thinkings in terms of how GrabMart been implemented from scratch.
Theory
Theory
We started with fundamental research to understand customer shopping behaviours offline in the local shops. In the meantime, we also intend to identify key pain-points when they transferred to the online platform in our primary market - Indonesia and Singapore.
There are 3 main job stages for purchasing groceries: 1. Get prepared 2. Select product 3. Confirm purchase. Subsequently, customer mindstates could break down into 3 phases when they go through a shopping experience. Normally they start the journey with a broad browse and narrow down the buying goals when going to the locating stage.
We started with fundamental research to understand customer shopping behaviours offline in the local shops. In the meantime, we also intend to identify key pain-points when they transferred to the online platform in our primary market - Indonesia and Singapore.
There are 3 main job stages for purchasing groceries: 1. Get prepared 2. Select product 3. Confirm purchase. Subsequently, customer mindstates could break down into 3 phases when they go through a shopping experience. Normally they start the journey with a broad browse and narrow down the buying goals when going to the locating stage.
We started with fundamental research to understand customer shopping behaviours offline in the local shops. In the meantime, we also intend to identify key pain-points when they transferred to the online platform in our primary market - Indonesia and Singapore.
There are 3 main job stages for purchasing groceries: 1. Get prepared 2. Select product 3. Confirm purchase. Subsequently, customer mindstates could break down into 3 phases when they go through a shopping experience. Normally they start the journey with a broad browse and narrow down the buying goals when going to the locating stage.
Persona
Persona
To quantify the pain points and prioritise the areas of opportunities, we segment GrabMart users among with internal data archetypes tool. The 3 main merged user personas call out especially during the research.
To quantify the pain points and prioritise the areas of opportunities, we segment GrabMart users among with internal data archetypes tool. The 3 main merged user personas call out especially during the research.
The core factors that influence shopping behaviours during the browse experience are
The core factors that influence shopping behaviours during the browse experience are
Convenience (Time-saving)
Price (Cost-saving)
Product Quality (To evaluate and compare item)
Convenience (Time-saving)
Price (Cost-saving)
Product Quality (To evaluate and compare item)
Convenience (Time-saving)
Price (Cost-saving)
Product Quality (To evaluate and compare item)
To quantify the pain points and prioritise the areas of opportunities, we segment GrabMart users among with internal data archetypes tool. The 3 main merged user personas call out especially during the research.
The core factors that influence shopping behaviours during the browse experience are
Convenience (Time-saving)
Price (Cost-saving)
Product Quality (To evaluate and compare item)
Hypothesis
Hypothesis
Our user research validated our hypothesis that shopping for groceries online is completely different from ordering meals online. Replicating the user flow of GrabFood for GrabMart would have led us to completely miss the natural path consumers take at a grocery store on the app.
For example, unlike ordering food, grocery shopping begins at an item-level instead of a merchant-level (like with GrabFood). Identifying this distinction led us to highlight item categories on both the GrabMart homepage and search results page. Other important user research highlights include:
Our user research validated our hypothesis that shopping for groceries online is completely different from ordering meals online. Replicating the user flow of GrabFood for GrabMart would have led us to completely miss the natural path consumers take at a grocery store on the app.
For example, unlike ordering food, grocery shopping begins at an item-level instead of a merchant-level (like with GrabFood). Identifying this distinction led us to highlight item categories on both the GrabMart homepage and search results page. Other important user research highlights include:
Our user research validated our hypothesis that shopping for groceries online is completely different from ordering meals online. Replicating the user flow of GrabFood for GrabMart would have led us to completely miss the natural path consumers take at a grocery store on the app.
For example, unlike ordering food, grocery shopping begins at an item-level instead of a merchant-level (like with GrabFood). Identifying this distinction led us to highlight item categories on both the GrabMart homepage and search results page. Other important user research highlights include:
Item/Store Categories
For users that already have a store in mind, they often look for the store directly. This behaviour is similar to the offline shopping behaviour. Users, who are unsure of where to find an item, search for it directly or navigate to item categories.
Add to Cart
When purchasing familiar items, users often add the items to cart without clicking to read more about the product. Product details are only viewed when purchasing newer items.
Scheduled Delivery
As far as delivery time goes, every consumer has different needs. Some prefer paying a higher fee for faster delivery, while others preferred waiting longer if it meant that the delivery fee was reduced. Hence we decided to offer on-demand delivery for urgent purchases, and scheduled delivery for non-urgent buys.
Item/Store Categories
For users that already have a store in mind, they often look for the store directly. This behaviour is similar to the offline shopping behaviour. Users, who are unsure of where to find an item, search for it directly or navigate to item categories.
Add to Cart
When purchasing familiar items, users often add the items to cart without clicking to read more about the product. Product details are only viewed when purchasing newer items.
Scheduled Delivery
As far as delivery time goes, every consumer has different needs. Some prefer paying a higher fee for faster delivery, while others preferred waiting longer if it meant that the delivery fee was reduced. Hence we decided to offer on-demand delivery for urgent purchases, and scheduled delivery for non-urgent buys.
Item/Store Categories
For users that already have a store in mind, they often look for the store directly. This behaviour is similar to the offline shopping behaviour. Users, who are unsure of where to find an item, search for it directly or navigate to item categories.
Add to Cart
When purchasing familiar items, users often add the items to cart without clicking to read more about the product. Product details are only viewed when purchasing newer items.
Scheduled Delivery
As far as delivery time goes, every consumer has different needs. Some prefer paying a higher fee for faster delivery, while others preferred waiting longer if it meant that the delivery fee was reduced. Hence we decided to offer on-demand delivery for urgent purchases, and scheduled delivery for non-urgent buys.
Item/Store Categories
For users that already have a store in mind, they often look for the store directly. This behaviour is similar to the offline shopping behaviour. Users, who are unsure of where to find an item, search for it directly or navigate to item categories.
Add to Cart
When purchasing familiar items, users often add the items to cart without clicking to read more about the product. Product details are only viewed when purchasing newer items.
Scheduled Delivery
As far as delivery time goes, every consumer has different needs. Some prefer paying a higher fee for faster delivery, while others preferred waiting longer if it meant that the delivery fee was reduced. Hence we decided to offer on-demand delivery for urgent purchases, and scheduled delivery for non-urgent buys.
User Journey
User Journey
We started to map out user journey, the objectives and key-value prop we located for GrabMart are:
We started to map out user journey, the objectives and key-value prop we located for GrabMart are:
We started to map out user journey, the objectives and key-value prop we located for GrabMart are:
From customer pov:
Efficiency - When user know what to do, facilitate them to do it effortlessly
Delightful - When a user doesn’t know what to do, navigate them with inspiring content
From customer pov:
Efficiency - When user know what to do, facilitate them to do it effortlessly
Delightful - When a user doesn’t know what to do, navigate them with inspiring content
From customer pov:
Efficiency - When user know what to do, facilitate them to do it effortlessly
Delightful - When a user doesn’t know what to do, navigate them with inspiring content
From merchant pov:
#1 ROI supermarket platform - onboarding more merchant with a wider variety and help to grow their own business
To enable to merchant customise the mart commission and incentive configuration will increase fulfilment rate and cost optimisation
From merchant pov:
#1 ROI supermarket platform - onboarding more merchant with a wider variety and help to grow their own business
To enable to merchant customise the mart commission and incentive configuration will increase fulfilment rate and cost optimisation
From merchant pov:
#1 ROI supermarket platform - onboarding more merchant with a wider variety and help to grow their own business
To enable to merchant customise the mart commission and incentive configuration will increase fulfilment rate and cost optimisation
Design Walkthrough
Design Walkthrough
Mart Home
Mart Home
Mart Home
Mart Home
Item-Driven Search
Item-Driven Search
Item-Driven Search
Item-Driven Search
Search intent for Mart has been optimised - in instances where we detect an "item search intent," prioritising search results with item name matches over those with purely merchant name matches will increase click rate also improve checkout rate.
Search intent for Mart has been optimised - in instances where we detect an "item search intent," prioritising search results with item name matches over those with purely merchant name matches will increase click rate also improve checkout rate.
Search intent for Mart has been optimised - in instances where we detect an "item search intent," prioritising search results with item name matches over those with purely merchant name matches will increase click rate also improve checkout rate.
Categories
Categories
Categories
Categories
One of the design decisions we made was to prominently display product images in the item category page and allocated space only for essential product details, such as price. Because all mart products are self-explanatory with product images. Overall, we strived for an engaging design that balanced showing a mix of products, merchant offers, and our own data-driven recommendations.
One of the design decisions we made was to prominently display product images in the item category page and allocated space only for essential product details, such as price. Because all mart products are self-explanatory with product images. Overall, we strived for an engaging design that balanced showing a mix of products, merchant offers, and our own data-driven recommendations.
One of the design decisions we made was to prominently display product images in the item category page and allocated space only for essential product details, such as price. Because all mart products are self-explanatory with product images. Overall, we strived for an engaging design that balanced showing a mix of products, merchant offers, and our own data-driven recommendations.
Shopping Cart
Shopping Cart
Shopping Cart
Shopping Cart
Unlike the behaviour of browsing GrabFood, normally user needs to shop multiple items together for GrabMart. Add to basket and checkout for later are two essential steps for comparing price and item quality.
Unlike the behaviour of browsing GrabFood, normally user needs to shop multiple items together for GrabMart. Add to basket and checkout for later are two essential steps for comparing price and item quality.
Unlike the behaviour of browsing GrabFood, normally user needs to shop multiple items together for GrabMart. Add to basket and checkout for later are two essential steps for comparing price and item quality.
