Grab Overseas Traveler User Journey Improvement
Team Composition
Background
With 66% of travelers downloading Grab before their flight and 78% of first transactions occurring at the airport, the goal was to streamline the experience for non-SEA travelers—especially group travelers who make up 82% of the user base.
Goals
User Goal
Make the first Grab transaction seamless upon arrival
Business Goal
Boost conversion, increase overall spend, grow awareness
My Goal
Design a trustworthy, frictionless experience from pre-trip to arrival
Research Highlights
- Pre-trip: Users lacked access to localized info from outside SEA
- At airport: Too many steps and pop-ups before booking a ride
- Most group users (friends, families, couples) prioritize speed, convenience, and trust
Solutions
Pre-trip exploration redesign
- • Introduced localized login homepage based on selected destination
- • Highlighted service availability and what to expect in the country
Result:
Sign-up to first booking rate improved from 17.33% → 19.17% (+10.6%)
Simplified first-ride experience
- • Removed non-essential tooltips and modals
- • Prioritized payment familiarity (e.g., local card options)
Result:
Conversion from sign-up to first ride grew by +3.4%, payment volume up +3.7%
Airport promotions & onboarding cards
- • Targeted first-time users with relevant deals and info
Result:
Traveler Pack adoption increased by +28%, and transaction rate up +5.4%
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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