Post Trip
Post Trip Revamp
Background - 2018
In 2018, the landscape of ride-hailing transformed with the monumental merger between Grab and Uber. This transition wasn't simply a business shift; it represented a migration of employees, drivers, and millions of users. Accustomed to the Uber app's functionalities, many users anticipated parallel features within the Grab platform. One such anticipated feature was the post-trip tipping option.
In South East Asia, the culture of tipping varies by country. While not universally practiced, in nations like Indonesia - one of Grab's most significant markets - tipping is deeply ingrained in the cultural fabric. Traditionally, passengers would hand over cash tips to drivers post-ride. Integrating an in-app tipping feature would not only provide convenience but also serve as a driver incentive. By offering this feature, Grab could potentially outshine competitors, resulting in reduced passenger wait times, bolstering the supply chain, and reinforcing our commitment to rewarding drivers.
Challenge
Within the app, users encounter two post-trip entry points: one triggered when a driver concludes the trip and the other accessible via trip history. These designs were crafted years ago when Grab operated on a smaller scale. Since then, the introduction of a plethora of new products, features, services, and reward programs by various tech teams has significantly expanded Grab's offerings. Over time, the once clear design began to blur, with information hierarchies overlapping and intermingling. The urgency to incorporate the tipping feature highlighted the pressing need for a fresh and efficient design solution.
How might we create a scalable and engaging post trip rating and tipping experience, to empower passengers to provide feedback to Grab and give a tip to the driver.
Role
I was the design lead for Grab’s Passenger pre-boarding, in-transit and post-trip experience from 2018-2019. For this project, I worked alongside a PM, illustration artist, and content strategist.
Process
In our journey to refine user feedback, our first port of call was the Customer Experience team. From them, we harvested a compilation of both glowing praises and constructive critiques that passengers had shared over the years. Eager to give these insights the attention they deserved, I orchestrated a collaborative session with our content strategist and PM. Together, we delved into crafting terms that truly resonated with the passenger experience, striving for authenticity and relatability.
Recognizing the immense value of diverse perspectives, I invited design leads from various tech branches, including sectors like GrabFood and Express, into a brainstorming arena. Our aim? To sculpt a design solution with the versatility to span multiple services. Granted, the rating screens across these services exhibited stark contrasts. However, in the vast tapestry of the super-app, maintaining harmony in design philosophies was paramount, and these collaborative moments bridged potential disconnects.
Feedback goes beyond mere collection; it's also about acknowledgment and reward. Tapping into the widely recognized concept that badges can serve as tangible tokens to psychologically reinforce positive actions, a principle I had observed firsthand during my time at Uber's driver engagement team, we decided to implement badges for positive feedback. Our approach was iterative; after refining design and content multiple times, I collaborated with our talented illustration artist, bringing to life the badges that would celebrate and motivate.
Result
Post-Trip Rating & Tipping:
Implemented a revamped 5-star rating system.
Ratings of 4-5 stars activate a positive feedback interface complete with badges and a tipping option.
Conversely, ratings of 1-3 stars direct users to a negative feedback interface.
The redesigned main rating screen is streamlined for optimal information hierarchy, allowing passengers to efficiently view fare and reward details without detracting from the core rating process.
In collaboration with the safety team, we fortified safety protocols for managing negative feedback.
Trip History:
Introduced a comprehensive trip history redesign that seamlessly integrates the tipping feature.
Integrated the 'Grab Receipt' page in the trip history, offering users a detailed fare breakdown, enhancing transparency.
Anticipating user needs, we embedded an “Email me the receipt” function within the 'Grab Receipt'. Data-driven insights revealed that a significant user segment accessed trip history to screenshot details, primarily for work-related reimbursements. This addition streamlines that process, elevating user experience.
