Grab Mobile OS Widget Experience
Team Composition
Background
Only 7% of users converted to recurring transactions on the Grab app. The widget project was initiated as a low-friction acquisition channel to meet user needs instantly—right from the home screen—without opening the app.
Project Goals
User Goal
Provide contextual, effortless access to Grab from their home screen
Service Goal
Improve first transaction rate and monthly transacting users (MTU)
Designer Goal
Design an intuitive, real-time widget experience that adapts to user needs
User Insights
• New users respond well to immediate, visible rewards and clarity of purpose
• Active users value situational relevance (time, location, weather, etc.)
• The winning formula: utility + contextual motivation = conversion
Solution Design
1. Widgets for Food & Transport
- • Food Widget: Real-time deals, popular restaurants, reorder reminders
- • Transport Widget: Nearby driver info, fare estimates, quick ride access
- • Design Focus: Big food photos, time-sensitive banners, localized suggestions
Results:
- ✅ +20% session increase
- ✅ +9% transaction growth
- ✅ <1% widget removal rate
2. New User Experience
- • Entry cards clearly communicating the value of using Grab
- • Location-triggered messages like "Book a ride to your hotel" in Bali
- • "You don't even need the app" nudges to encourage app download
3. Active User Flows
- • Nighttime or rainy-day prompts like "Get home safely with Grab"
- • Suggestions based on past orders or nearby deals
- • Travel-time estimates and smart reminders based on routine behavior
Key Outcomes
- • Positioned widget as a high-impact, low-friction user touchpoint
- • Successfully collaborated with OPPO to deliver a scalable design system
- • Incorporated widget guidelines into Grab's design system for consistency and future growth
Want to know more?
This is a one-page summary. If you'd like to learn more about my detailed approach, research methods, and the full project process, I'd love to discuss it with you.
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