Super App in Singapore & SEA
One app that breaks the design pattern monotony in the SEA super-app market is Grab. Grab is a fierce competitor of Go-Jek and has been battling it out on acquiring a bigger market share since 2012. Approximately 2 years after Go-Jek launched in Indonesia.
Grab offers a bunch of very interesting features through its app and it seems to be growing at breakneck speed to establish itself as one of the most dominating platforms in the SEA region.
In Singapore at least, Grab seems to be offering:
- Food & Beverages
- Grocery and daily needs (Mart)
- Door to door parcel delivery
- Private Cab (Transport)
- Insurance
- Prepaid recharge
- Period Subscriptions (example — Boba tea subscription)
- Movie & Event (Tickets)
- Hotel Bookings through 3rd party partners
Users of Grab
Grab wants to target consumers of all age and background. But like most tech companies, it is targeting millennials first through its app design and then the older generations by respecting the country’s culture/rules & regulations.
Since Grab is trying to cast a wide net, it was simpler to recruit interview subjects for different persona user groups.
Project Summary
This project focuses on unifying the payments and receipts flow in Grab’s super-app. This will enable users to track individual payment receipts with ease without going through a lot of steps.
Key deliverables
- Competitive analysis
- Current App map
- New user flow
- Wireframes
- Clickable prototype