VoIP call , voice messaging and image sharing provides a faster alternative to texting, is especially relevant for Passengers & Drivers who need safer and more efficient ways of messaging.
This version enables Passengers and Drivers to send the rich message to each other, with the goal of enhancing the pick-up chat experience beyond texting and eliminating post-ride harassment in SouthEast Asia.
Driver NPS / Passenger NPS
Grab savings on Number Masking costs (in SG & MY)
Driver earnings (savings vs calling costs)
CE cost ( saving money )
Reduce number of ride harassment tickets
Roles and responsibilities
Led the UX design of VoIP call across Grab passenger app and Grab driver app ( Android / iOS ). In addition, I worked alongside with Product Manager partner, Design Manager, Content Strategist, Project Management Officer and Cross-Functional Engineering Teams.
Led the UX design of voice sharing across Grab driver app Android and iOS platform.
Conducted design workshop with core team members to identify key problems and make sure everyone on the same page.
Executed design at all stages from early concept to end to end experience including UX, interaction, user research and visual design.
Prototyping and validate our assumptions.
Figured out our user pain points and transfer user insights into actual design.
Did usability testing for driver and passenger side.
Consolidated all conversational UI kits.
Why do we need these features?
Increase Drivers and Passengers NPS: despite being text-only, GrabChat has consistently been one of the most used features by both Passengers and Drivers alike. "Unable to send voice message" and "Unable to make free calls" are consistent feedback from the driver NPS surveys, and we're tackling these inputs to continue improving on the Driver NPS scores in all countries and verticals.
Reduce harassment and company cost: while Number Masking has been very successful in eliminating post-ride harassment cases, it has yet to be rolled out in countries outside of Singapore and Malaysia due to cost factors.
Improve pick-up experience and reduce cancellations: GrabChat conversations have been proven to reduce cancellations. We've always wanted to improve the GrabChat pick-up experience and continue driving results from the feature, and this is a big win for our users.
Dive deeper into the problems
User interviews to learn more about our Passengers/Drivers and to find out the opportunity of developing this chat experience. Understand their concerns and the pain points of using our Grab Passenger App and Grab Driver App.
Insights from the users
Grab Drivers establish communities powered by Zello, a walkie-talkie app that allows them to communicate via voice messaging in Singapore.
Sometimes, Passengers & Drivers are still prefer to use message more than calling in Singapore and Indonesia.
Since enabling Number Masking in Malaysia, the number of ride harassment tickets has reduced a lot. However, we are unable to roll out the solution outside of Singapore & Malaysia due to cost and quality concerns in the other markets.
As a frequent traveller in SouthEast Asia, you will encounter this scenarios:
As a full-time driver with Grab, you will always feel…
Principle & HMWs
Now, we’ve identified problems that pose challenges to the users we’re designing for. We tried to reframe our insight statements as How Might We questions to turn those challenges into opportunities for design. We made sure that our How Might We's weren't too broad. It gave us a narrow enough frame to let us know where to start our Brainstorm.
Brainstorm and sketch out the ideas of applicable scenarios & touch points
Before I jumped into solutions, I spent few hours with our stakeholders to generate as many ideas as possible based on our HMWs, user pain points, and background. Besides, we also mapped out entire user journey for Drivers & Passengers to make sure the experience is logical across different touch points.
Hypothesis & prototype ideas
After the workshop, we arrive at the same goal. Based on engineering feasibility, business viability and people desirability, we have our top three hypotheses.
By providing a voice recording feature can help increase Drivers NPS as a safety feature while enabling Grab to expand GrabChat’s utility value.
By providing image sharing feature can help Drivers and Passengers locate each other easier.
By enabling VoIP as a form of Number Masking solution to replace phone calls will help in the goal of reducing post-ride harassment cases in ID, PH, TH and VN.
Voice Sharing for Grab Drivers
Prototype tool: Framer.js
VoIP Free Call for passengers
VoIP Free Call for Grab Drivers
Identify user flows and validate our hypotheses
It was important to understand the different scenarios that may influence the chat experience. Firstly, we specified use cases of different entry points and journey then communicated all user flows & reviewed prototypes with the core team. It’s not only provided the full picture of this version but gathered all engineering constraints in this session. Second, we conducted two rounds of usability testing with 5 Grab Drivers and 5 Grab Passengers to validate our hypotheses. After user research, we hosted a debrief session and included PMs/Content Strategist/Design Manager to mapped out the findings.
user interview with our Passengers → user interview with our Drivers → Debrief session with core team members
Detailed design & visual refinement
My process involved mapping out UX flow, prototypes, visual, user research findings, micro-interaction, scenarios, sketching and a lot of white‐boarding concepts, then translating user research findings into actionable MVP solutions.
For Drivers, the communication goal of each state is different, consider showing a different set of template copies for each. For example, when Dax are driving, the app could show "Sorry, I'm driving. I'll reply later." template copy to reply Passengers’ chat.
No usability issue for voice message. For GrabBike Drivers, we need to consider how they will listen to the voice message as they are wearing a helmet and their surrounding has noise. No long press & record since driver is driving.
Usually, they use "Passenger name" & "Destination" to verify their passenger. But Some Drivers mentioned the concern about showing passenger name since some passenger won't put the real name. e.g. iPhone, doctor, airport”.😅
All the respondents are able to understand the mini view is about multitasking and indicates the driver is still online, and able to proceed to Call screen and hang up VoIP phone call. But the respondents mentioned they can not tell this call is from Grab or from Grab driver, driver name is not clear enough.