MVP: 'Over The Counter'
MVP: 'Over The Counter'
MVP: 'Over The Counter'
In early 2018, Grab embarked on an exciting journey to expand beyond ride-hailing into the food delivery sector. On launch day in Jakarta, Indonesia, our two-wheeled drivers achieved an impressive 96% completion rate for food deliveries.
In early 2018, Grab embarked on an exciting journey to expand beyond ride-hailing into the food delivery sector. On launch day in Jakarta, Indonesia, our two-wheeled drivers achieved an impressive 96% completion rate for food deliveries.
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.
The Challenge
The Challenge
The Challenge
Before the launch of GrabFood, the Driver’s app was originally designed for ride-hailing type jobs.
Before the launch of GrabFood, the Driver’s app was originally designed for ride-hailing type jobs.
Day 1: Empathize & Define
Day 1: Empathize & Define
Day 1: Empathize & Define
As a junior product designer then, I assisted in note taking and affinity mapping activities during the empathy and define stages respectively.
As a junior product designer then, I assisted in note taking and affinity mapping activities during the empathy and define stages respectively.
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?
HMW create a seamless delivery flow in the driver app so delivery-partners can easily buy food at restaurants, deliver orders, and get paid?
Day 2: Ideation
Day 2: Ideation
Day 2: Ideation
The next day, I led stakeholders through a 'Crazy 8s' activity, where ideas were rapidly sketched, and voted on "must-have" features for MVP.
The next day, I led stakeholders through a 'Crazy 8s' activity, where ideas were rapidly sketched, and voted on "must-have" features for MVP.
Day 3-4: Prototyping
Day 3-4: Prototyping
Day 3-4: Prototyping
Integrating voted ideas with existing driver app experience, I build a prototype ready for user testing.
Integrating voted ideas with existing driver app experience, I build a prototype ready for user testing.
Day 5: Guerrilla Testing
Day 5: Guerrilla Testing
Day 5: Guerrilla Testing
Apart from testing out with our delivery-partners, we also took the opportunity to test with one of the competitors delivery-partner in Jakarta, Indonesia.
Apart from testing out with our delivery-partners, we also took the opportunity to test with one of the competitors delivery-partner in Jakarta, Indonesia.
“I would want to check the order first, so I know I have enough cash on hand.”
“I would want to check the order first, so I know I have enough cash on hand.”
“I would want to check the order first, so I know I have enough cash on hand.”
Delivery-Partner
Delivery-Partner
Delivery-Partner
Introduction of 'Order' Button
Introduction of 'Order' Button
Introduction of 'Order' Button
Responding to frequent feedback to know the cost of the food order before heading to the restaurant, we added an 'Order' button allowing delivery-partners to view the order details.
Responding to frequent feedback to know the cost of the food order before heading to the restaurant, we added an 'Order' button allowing delivery-partners to view the order details.
Impact & Outcomes
Impact & Outcomes
Impact & Outcomes
Over 96%
Over 96%
Over 96%
Completed delivery on launch day.
Completed delivery on launch day.
Completed delivery on launch day.
New Income
New Income
New Income
Besides ride-hailing, became an alternative source of income for delivery-partners.
Besides ride-hailing, became an alternative source of income for delivery-partners.
Besides ride-hailing, became an alternative source of income for 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
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© 2025 Kendrick Leow
© 2025 Kendrick Leow