Increase user conversion with proposed experiments and creating CVP with e-wallets through insightful nudges

Timeline

May '22 - Aug '22

Role

Product Design Intern

Collaborators

Zoey Nguyễn, Suling Wong

What is GrabPay?

GrabPay is an e-wallet created by Grab, Southeast Asia's largest ride sharing company that has expanded into delivery services, mobile payments, and financial services.

GrabFinance has expanded across 8 countries in Southeast Asia, along with 32 million monthly transacting users.

Framing the Problem & Context

Grabpay users keep using convenient, high cost of funds channels to top-up their eWallets.

As e-Wallets are being introduced into the Southeast Asian market, Grab was facing an issue of users using high cost of funds channels, which are costs incurred when users top up their wallets directly with their credit cards.

OUTCOMES / end result

A set of guidelines for insightful and actionable nudges within GrabPay app

As part of the Empowered Team initiative, I fleshed out unidentified problem spaces from the ground up to tackle. I also proposed quick-win and long term concepts as part of a larger and scalable product roadmap, which was well received.

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THOUGHTS, REFLECTION

Learnings

Scalability– Knowing when to go for the home run or a one base at a time

Something I thought about more was how we can design and get the quick wins vs Long term vision/goals. Especially in a big company like Grab, big changes might be riskier and potentially unnecessary, whereas even the smallest and simplest designs can have massive impact.

Conducting good usability tests and designing experiments

I feel felt confident and cognisant of not asking leading questions, as we ll as being intentional with my interactions in leading usability tests.

I also learnt the ropes of designing experiments as another means of gathering data to support my design hypothesis!