GrabGifts B2B Web Revamp

Background - H1 2022

GrabGifts is an e-voucher business operating under GrabforBusiness. Although GrabforBusiness, a division of Grab, started later than other sections, it initially relied heavily on business and product operations with minimal tech support. Its prominence grew during the Covid pandemic when companies sought innovative engagement methods. GrabforBusiness evolved into a consistent revenue stream and subsequently became an official part of the product team. However, the product still faces challenges; a significant portion of its design and code is legacy, and updates have been infrequent.

Challenge

The B2B web portal was the sole legacy product of GrabGifts before it became part of the official product team. By H1 2021, we had already developed the B2C-facing components, which are highlighted in yellow. While the B2C product provides an integrated in-app receiver experience, the outdated B2B web portal doesn't offer this feature. With our upcoming revamp, we aim to enable bulk buyers to purchase GrabGifts in large volumes via a secure, self-serve web purchasing experience. Our goal is to refine the GrabGifts web portal to ensure consistency across all our GrabGifts offerings.

How might we redesign the B2B web portal to ensure a seamless, secure, and consistent purchasing experience for all our GrabGifts products?

Role + Process

My role is that of the lead product designer. I worked with an external contractor based in India to support my bandwidth for this project. The primary goal is to achieve product parity and integrate the new receiver experience, ensuring that the deprecation of the legacy site doesn't disrupt sales continuity for this segment.

Result

The newly revamped website now offers the same features as its B2C counterpart, including cross-border gifting. This enables users to purchase e-vouchers for any country where Grab operates. The same card design choices are available in-app, ensuring that recipients of gifts bought through the bulk-buy web portal enjoy the same consistent experience, complete with animated and augmented reality cards.

Based on user feedback, we've also modified our e-voucher structure, introducing One GrabGifts. Unlike the legacy site, which required users to select specific services like Transport or GrabFood, One GrabGifts consolidates all our services into a single voucher. This reflects feedback that users often view Grab as a unified service, rather than as separate offerings.