We collaborated closely with the Grab team to address the challenges they were facing and identified key business goals, aimed at enhancing driver acquisition and reducing drop-off rates.

To steer our design efforts, we established the following design question:

"How might we redesign Grab's driver acquisition journey to reduce bounce rates and increase the successful completion of onboarding?"

To address the redesign challenge, we adopted a data-driven approach to guide our design process. This ensured our solutions were not based on speculations but were firmly grounded in evidence and insights derived from user behavior and industry analysis.

Grab's driver sign-up process was a roadblock. Alarmingly, 60% of potential drivers were dropping out at the very first step. Those who managed to navigate to the info page often didn't finish the sign-up.

We needed to find out why?

To help us zoom into the problem areas of the driver information page, we analysed the heatmaps.

The heatmaps revealed several insights

01

Page Interaction
Few key webpage sections like ‘Why join us’ and ‘Benefits’ are receiving lower interaction than expected.

02

Scrolling Analysis
Heat map analysis shows that only 33% of visitors scroll to the footer, missing important sections like Benefits and FAQs.

Heatmaps

To truly understand how drivers were navigating our website, we needed to hear directly from them. That's when we decided to conduct on a series of usability tests with 5 participants.

Drawing from our research insights, we began sketching various design options. After thorough discussions with stakeholders, we finalized a design direction and created the login/signup, information, and onboarding screens.

Coming Soon!

Navigating Design Inconsistencies Without a Unified System

One significant challenge was the absence of a standardized design system at the outset of the project. This lack presented substantial difficulties in maintaining consistency across the platform, as existing designs were varied and often contradictory.

Recruiting Users for Usability Testing in Malaysia

The difficulty in finding local users capable of testing the platform potentially limited our ability to conduct thorough and effective usability tests, which are critical for optimizing the onboarding flow and overall user interface.

Overcoming Constraints in Modifying Certain Screens

The project scope was also restricted by limitations on changing key screens in the registration and service selection process. These constraints were imposed due to technical and strategic decisions made prior to our design interventions.

Despite these obstacles, we devised effective strategies to overcome them and successfully implemented our solutions.