This document summarizes Grab's key competitors and provides personas of potential Grab users. The direct competitors of Grab include Uber, Ryde, and ComfortDelGro for their GrabTaxi service. Two personas are described: Rose, a 24-year-old female bank worker who is new to Singapore and wants easy transportation, and Joe, a 30-year-old self-employed man who values simplicity and good value. Market research and publications from Singapore's Land Transport Authority were used as sources.

1. Grab Conceptual Task
www.annedavidprofile.com
Anne David

2. COMPETITORS
•UBER
•HAILO
•CONNEXTAXI
•KARHOO
•MOOBI
•Boon Lay Garden Radio Taxi Services
•Taman Jurong Radiophone Taxi Services
•Islandlink Limousines & Cabs
DIRECT COMPETITORS:
•UBER – ALL SERVICES
•RYDE – GRAB HITCH
•COMFORT DELGRO – GRABTAXI
•HAILO- GRABTAXI
(SOURCE OF INFORMATION: MARKET RESEARCH AND LTA PUBLICATIONS)

3. Gender: Female
Age: 24
Occupation: Works for a bank
Key goals from app: Want to get to get to my destination without
having to know the route, extra charges etc.
Networking
Familiarity with similar apps: Very familiar with similar apps that were
available in another country.
Pain points: Worry about my unfamiliarity with directions,
communication and payment options
Context of use (scenario): Unsure of how to get to destination, in a hurry
PERSONA
Rose
“I’ve been in Singapore for sometime now and I love
exploring this city. I just haven’t managed to get my head
around all the acronyms yet - ERP? PIE?"
A survey, usability testing of current app or google analytics could be used to understand demographics
and user pain points better.

4. Gender: Male
Age: 30
Occupation: Self employed
Key goals from app: Want a clear simple app that lets me book
a ride in the fastest and easiest way possible
Best value for money
Familiarity with similar apps: Very familiar with similar apps
Pain points: Don’t like having to look at cluttered screens and
having to spend time figuring out how to use the app
Context of use (scenario): Need to get home from work/dinner
PERSONA
Joe
“I work hard and I have a big social circle here. I don’t
have a lot of time looking for ways to get around the city"
A survey, usability testing of current app or google analytics could be used to understand demographics
and user pain points better.

5. Customer Experience Journey

6. Customer Experience Journey

7. Multiple drop offs
Increase Convenience
To truly give the users a feeling of personal convenience. This is particularly
useful in a place like Singapore where cars are expensive. It encourages the
country’s endeavour to decrease private car ownership.
A decrease in private car ownership has it’s own set of advantages. It aids in
decreasing cost of living, reducing the toll on environment from privately owned
cars and also reallocating space that’s now being used for parking.
Source:
http://www.nytimes.com/2014/06/12/technology/personaltech/with-ubers-cars-
maybe-we-dont-need-our-own.html?_r=0
IDEAEXTENSIONS

8. IDEAEXTENSIONS
Extra information on driver and rider profiles
Increased networking
A lot of riders and drivers engage in conversation that lead to building
professional networks. If not professional, a lot of them also find common
interests to talk about or offer support to each other.
Enabling the option of having a simple short description on both profiles could
result in building extremely useful contacts for both.

9. IDEAEXTENSIONS
Gamification
Increase user engagement, loyalty, revenue
Have the option of watching an ad for points that could be accumulated for
promos/rewards. Regular ad pop-ups annoy users but this could be nestled as
a voluntary option under the current ‘notifications’ tab.
Rewarding the user for watching ads or for daily/frequent app usage will
encourage users to come back to the app and use it more often. Rather than
prompting the user to take 2 rides to get an offer on the 3rd one, the user could
be motivated by displaying a progress trackbar with rewards to be achieved at
each milestone. This would gamify the whole concept and make it seem
exciting and effortless. Rewards/points could include promos on rides or
discount on other products and services.
Since most Grab users are constantly on the lookout for promos, giving them
the opportunity to generate their own promos will increase loyalty.

10. IDEAEXTENSIONS
Aug reality assisted direction pointer
Helps in finding the correct vehicle
One of the main pain points for every rider is locating the correct car on busy
streets. An augmented reality assisted direction pointer, similar to the concept
used in Pokémon Go could be implemented to direct the rider to the right car.
(Just replace the Pokemon with a Grab car!)

11. IDEAEXTENSIONS
Attachable light clip on all cars
Driver spotting, brand recognition
All drivers could be provided with a sleek, detachable light that can be placed
on top of the car. When a ride is booked, the rider’s mobile could have the
option of flashing a particular colour which will be the same as the light on the
car. The light could have a unique pulsating effect which is also matching to the
rider’s phone display.
This could help the user identify the car easily. He/she can just flash the mobile
to the driver as well for authentication-this works even from a short distance.

12. IDEAEXTENSIONS
Chat function
Better communication
Immediately after a ride is booked, a chat function with the driver can be given
as an option. The current ‘message to the driver’ is sometimes unread or
unclear. Many users also resort to texting when they are having trouble calling
them.
There could also be a chat function with co-rider if accepted by both users-
before getting in the cab.

13. IDEAEXTENSIONS
Hitch forum
Increase usage of Grab hitch function
A hitch forum with 2 tabs ‘Driver’ and ‘Rider’.
Drivers can list routes and seats available under the driver tab while riders can
list pickup and drop location. This will help both parties find what they want and
confirm their booking in real time.
There are many such groups that are currently being created on facebook and
other forums to help travelers hitch rides and make flexible plans with each
other.
It also alleviates the uncertainty of getting a grab hitch ride by just placing a
request and waiting for it to be accepted by someone.
Many users also create multiple grab hitch requests with small time differences
to increase their chances. All this can be very time consuming and frustrating.

14. WIREFRAMES

15. WIREFRAMES
Created using myBalsamiq (Web version)

16. WIREFRAMES
Created using myBalsamiq (Web version)

17. WIREFRAMES
Created using myBalsamiq (Web version)

18. NANOUSABILITYTEST
A nano usability testing done using Balsamiq mockups (web version)
and recorded using Videopad screen recording software
Click below to play test video

19. NANOUSABILITYTEST
POST TEST QUESTIONNAIRE
Likert Scale + freestyle type questions
1. I am satisfied with the ease of completing this task
Strongly agree / Agree / Neutral / Disagree / Strongly Disagree
2. I am satisfied with the amount of time it took to complete this task
Strongly agree / Agree / Neutral / Disagree / Strongly Disagree
3. Was there anything that turned out different from what you were expecting?
4. Would you like to suggest something that you think would have made this task
easier to do on this app?

20. NANOUSABILITYTEST
RESULTS
Since the prototype created was a low fidelity one with very limited functionality, the
test results cannot be considered for a useful conclusion.
To better the results, a paper prototype could be created for the purpose of testing
including other possibilities such as using “POP” app.
In order to obtain optimum result, a fully functional prototype using Axure can be
created and a System Usabilty Scale (SUS) can be used to measure the usability.
Additionally, other metrics such as “time on task”, “errors on task” and other
observations need to be logged effectively.
Below is an example of a SUS scale I created (Click to enlarge)

21. VISUALINTERFACE

22. VISUALINTERFACE

27. Anne David
Grab Conceptual Task
THANK YOU
Visit: www.annedavidprofile.com