From 0 to 1 & Beyond
From 0 to 1 & Beyond
From 0 to 1 & Beyond
How GrabFood Transformed Delivery-Partners' Lives in Southeast Asia
How GrabFood Transformed Delivery-Partners' Lives in Southeast Asia
How GrabFood Transformed Delivery-Partners' Lives in Southeast Asia
🏢
GrabFood
GrabFood
GrabFood
🗓️
2018-2020
2018-2020
2018-2020
🏆
+80% Completion Rate
+80% Completion Rate
+80% Completion Rate
Disclaimer: To uphold confidentiality, some details and designs have been intentionally omitted or modified.
Disclaimer: To uphold confidentiality, some details and designs have been intentionally omitted or modified.
Why Delivery-Partners?
Why Delivery-Partners?
Why Delivery-Partners?
Delivery partners are the backbone of the food delivery ecosystem. They are the ones who "drive the business." Without them, Grab's on-demand food delivery service wouldn't exist.
Delivery partners are the backbone of the food delivery ecosystem. They are the ones who "drive the business." Without them, Grab's on-demand food delivery service wouldn't exist.
Background
Background
Background
GrabFood launched in May 2018, marking a pivotal shift for Grab beyond ride-hailing. This expansion solidified Grab’s position as Southeast Asia’s leading super app, catering to everyday needs.
GrabFood launched in May 2018, marking a pivotal shift for Grab beyond ride-hailing. This expansion solidified Grab’s position as Southeast Asia’s leading super app, catering to everyday needs.
My Role
My Role
My Role
As the pioneer and lead designer for the delivery-partner experience, I had the privilege of working with a dynamic team between 2018 and 2020. My mission was to create a seamless user experience for delivery-partners, ensuring their tasks aligned with the business goals.
As the pioneer and lead designer for the delivery-partner experience, I had the privilege of working with a dynamic team between 2018 and 2020. My mission was to create a seamless user experience for delivery-partners, ensuring their tasks aligned with the business goals.
MVP: 'Over The Counter'
MVP: 'Over The Counter'
MVP: 'Over The Counter'
🌟 Opportunity
🌟 Opportunity
🌟 Opportunity
HMW create a seamless delivery flow in the driver app so delivery-partners can easily buy food at restaurants, deliver orders, and get paid?
HMW create a seamless delivery flow in the driver app so delivery-partners can easily buy food at restaurants, deliver orders, and get paid?
🎯 Impact
🎯 Impact
🎯 Impact
96% completed delivery on launch day
Besides ride-hailing, food delivery became an alternative source of income
96% completed delivery on launch day
Besides ride-hailing, food delivery became an alternative source of income
🚀 Launched
🚀 Launched
🚀 Launched
Q2, 2018
Q2, 2018
🌏 Markets
🌏 Markets
🌏 Markets
Indonesia, Philippines, Thailand, Vietnam
Indonesia, Philippines, Thailand, Vietnam
Phase II: 'Seamless Food Pickup'
Phase II: 'Seamless Food Pickup'
Phase II: 'Seamless Food Pickup'
🌟 Opportunity
🌟 Opportunity
🌟 Opportunity
HMW help delivery-partners identify their food collection at merchant-partner restaurants without having to pay with cash?
HMW help delivery-partners identify their food collection at merchant-partner restaurants without having to pay with cash?
🎯 Impact
🎯 Impact
🎯 Impact
+25% in delivery-partner's monthly income
Fulfilment rate +18pp
Monthly increase of driver-partners switching to food delivery jobs
+25% in delivery-partner's monthly income
Fulfilment rate +18pp
Monthly increase of driver-partners switching to food delivery jobs
🚀 Launched
🚀 Launched
🚀 Launched
Q3, 2018
Q3, 2018
🌏 Markets
🌏 Markets
🌏 Markets
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Feature: 'Two-Sided Pricing'
Feature: 'Two-Sided Pricing'
Feature: 'Two-Sided Pricing'
😟 Challenge
😟 Challenge
😟 Challenge
HMW get delivery-partners to understand their food delivery job earnings when the single delivery fee is replaced?
HMW get delivery-partners to understand their food delivery job earnings when the single delivery fee is replaced?
🎯 Impact
🎯 Impact
🎯 Impact
Fairer compensation for delivery-partners
Minimal disruption to food delivery completion and fulfilment
No negative social impacts related to their income (e.g protests)
Fairer compensation for delivery-partners
Minimal disruption to food delivery completion and fulfilment
No negative social impacts related to their income (e.g protests)
🚀 Launched
🚀 Launched
🚀 Launched
Q4, 2018
Q4, 2018
🌏 Markets
🌏 Markets
🌏 Markets
Indonesia, Philippines, Thailand, Vietnam
Indonesia, Philippines, Thailand, Vietnam
Phase III: 'Additional Order Added'
Phase III: 'Additional Order Added'
Phase III: 'Additional Order Added'
🌟 Opportunity
🌟 Opportunity
🌟 Opportunity
HMW inform delivery-partners about new customer orders added while they are on their way to the restaurant?
HMW inform delivery-partners about new customer orders added while they are on their way to the restaurant?
🎯 Impact
🎯 Impact
🎯 Impact
Up to 5x increase in delivery-partner's income
Fulfilment rate +22pp
Contributed to the 9x growth in GMV at the end of 2019
Up to 5x increase in delivery-partner's income
Fulfilment rate +22pp
Contributed to the 9x growth in GMV at the end of 2019
🚀 Launched
🚀 Launched
🚀 Launched
Q1, 2019
Q1, 2019
🌏 Markets
🌏 Markets
🌏 Markets
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Feature: 'Edit Order Price'
Feature: 'Edit Order Price'
Feature: 'Edit Order Price'
😟 Problem
😟 Problem
😟 Problem
HMW allow delivery-partners to edit the order when the food item's price in the app differs from the restaurant's menu?
HMW allow delivery-partners to edit the order when the food item's price in the app differs from the restaurant's menu?
🎯 Impact
🎯 Impact
🎯 Impact
Order cancellations -17%
Fulfilment rate +9pp
Improved experience between consumers and delivery-partners as price differences can be resolved earlier than later
More accurate commission charges for merchant-partners
Order cancellations -17%
Fulfilment rate +9pp
Improved experience between consumers and delivery-partners as price differences can be resolved earlier than later
More accurate commission charges for merchant-partners
🚀 Launched
🚀 Launched
🚀 Launched
Q3, 2019
Q3, 2019
🌏 Markets
🌏 Markets
🌏 Markets
Indonesia, Philippines, Thailand, Vietnam
Indonesia, Philippines, Thailand, Vietnam
Feature: 'Accurate Restaurant Status'
Feature: 'Accurate Restaurant Status'
Feature: 'Accurate Restaurant Status'
😟 Problem
😟 Problem
😟 Problem
HMW encourage delivery-partners to provide accurate restaurant's food prep status via their app during food collection?
HMW encourage delivery-partners to provide accurate restaurant's food prep status via their app during food collection?
🎯 Impact
🎯 Impact
🎯 Impact
ETA accuracy +24%
Allocation time -11pp
Identified merchant-partners that did not prepare food before delivery-partner's arrival
ETA accuracy +24%
Allocation time -11pp
Identified merchant-partners that did not prepare food before delivery-partner's arrival
🚀 Launched
🚀 Launched
🚀 Launched
Q3, 2020
Q3, 2020
🌏 Markets
🌏 Markets
🌏 Markets
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Overall Impact
Overall Impact
Overall Impact
Over 80%
Over 80%
Over 80%
Daily job completion rate, enabling users to receive their food orders with high success.
Daily job completion rate, enabling users to receive their food orders with high success.
Daily job completion rate, enabling users to receive their food orders with high success.
(Source: here)
(Source: here)
55x growth
55x growth
55x growth
By the end of 2019, GrabFood's delivery partners exceeded 15,000 across cities in Southeast Asia.
By the end of 2019, GrabFood's delivery partners exceeded 15,000 across cities in Southeast Asia.
By the end of 2019, GrabFood's delivery partners exceeded 15,000 across cities in Southeast Asia.
(Source: here)
(Source: here)
Up to 35%
Up to 35%
Up to 35%
Increase in delivery partners' income with new features and enhancements in almost every quarter.
Increase in delivery partners' income with new features and enhancements in almost every quarter.
Increase in delivery partners' income with new features and enhancements in almost every quarter.
(Source: here)
(Source: here)
Learnings & Takeaways
Learnings & Takeaways
Learnings & Takeaways
Solving problems for cash-dominated markets is often tricky
Solving problems for cash-dominated markets is often tricky
Solving problems for cash-dominated markets is often tricky
Addressing the unique challenges faced by delivery partners, especially outside Singapore and Malaysia, presented exciting opportunities for innovation.
Each feature we developed, whether large or small, had the potential to greatly enhance their lives. This experience has been one of the most fulfilling in my career by far. Witnessing how our solutions positively impacted their daily work and provided them with financial stability was incredibly rewarding.
It was during this period, I learned that the best way to designing effective solutions that fit into local contexts and needs, is to step away from my desk and engage directly with delivery-partners.
Addressing the unique challenges faced by delivery partners, especially outside Singapore and Malaysia, presented exciting opportunities for innovation.
Each feature we developed, whether large or small, had the potential to greatly enhance their lives. This experience has been one of the most fulfilling in my career by far. Witnessing how our solutions positively impacted their daily work and provided them with financial stability was incredibly rewarding.
It was during this period, I learned that the best way to designing effective solutions that fit into local contexts and needs, is to step away from my desk and engage directly with delivery-partners.
Do reach out to learn more about this case study
Do reach out to learn more about this case study
Do reach out to learn more about this case study
Designed in Figma. Built in Framer.
Designed in Figma. Built in Framer.
© 2025 Kendrick Leow
© 2025 Kendrick Leow