Group Order on GrabFood
Feature re-design
•
2023
First launched in 2020, Group Order lets friends and family order meals together in one shared cart and one seamless delivery. In 2023, it needed a design overhaul. I redesigned the core flow to encourage collaboration between members and make ordering more fun. I also introduced two new concepts: time limit and bill splitting, to get users to host more group orders and drive order completion rate.
+1.7x
Orders Since End 2022
+27%
Order Completion Rate
+15%
User Retention
+14%
Host conversion rate
CONTEXT
"
Launch first, fix later
"
Group Order first launched on GrabFood in May 2020. As Grab was the first food delivery app in South East Asia to offer shared meal orders, the experience was basic and foundational, but early adoption was even lower than expected.
CONTEXT
Launch first, fix later
Group Order first launched on GrabFood in May 2020. As Grab was the first food delivery app in South East Asia to offer shared meal orders, the experience was basic and foundational, but early adoption was even lower than expected.
CONTEXT
"
Launch first, fix later
"
Group Order first launched on GrabFood in May 2020. As Grab was the first food delivery app in South East Asia to offer shared meal orders, the experience was basic and foundational, but early adoption was even lower than expected.
EVALUATION OF EXISTING FLOW
Bad UX = Reluctance to Host
A basic audit revealed a key issue: the flow lacked transparency between the host and group members at several touchpoints, inconveniencing whoever volunteered to be a host and manage the order. This led to a low host adoption rate of about 25%.
EVALUATION OF EXISTING FLOW
Bad UX = Reluctance to Host
A basic audit revealed a key issue: the flow lacked transparency between the host and group members at several touchpoints, inconveniencing whoever volunteered to be a host and manage the order. This led to a low host adoption rate of about 25%.
EVALUATION OF EXISTING FLOW
Bad UX = Reluctance to Host
A basic audit revealed a key issue: the flow lacked transparency between the host and group members at several touchpoints, inconveniencing whoever volunteered to be a host and manage the order. This led to a low host adoption rate of about 25%.
Host
Member
Host
Member
Host
Member
Host
Member
Host
Member
PAIN POINT
"
What are you getting?
"
Members can't see what hosts add, ever. Hosts can't see what members add until the members lock in their orders, after which edits can no longer be made. The experience is insular when it should be collaborative.
PAIN POINT
"
What are you getting?
"
Members can't see what hosts add, ever. Hosts can't see what members add until the members lock in their orders, after which edits can no longer be made. The experience is insular when it should be collaborative.
PAIN POINT
"
What are you getting?
"
Members can't see what hosts add, ever. Hosts can't see what members add until the members lock in their orders, after which edits can no longer be made. The experience is insular when it should be collaborative.
PAIN POINT
"
Is everyone ready?
"
Messaging around order readiness is misleading. After members lock in their order, they are told the host has placed the order when the host is still reviewing the order.
PAIN POINT
"
Is everyone ready?
"
Messaging around order readiness is misleading. After members lock in their order, they are told the host has placed the order when the host is still reviewing the order.
PAIN POINT
"
Is everyone ready?
"
Messaging around order readiness is misleading. After members lock in their order, they are told the host has placed the order when the host is still reviewing the order.
Host
Member
Host
Member
Host
Member
Host
Member
Host
Member
Host
PAIN POINT
"
How much do I owe you?
"
Hosts are forced to calculate everyone's splits manually and tediously collect money from friends after the meal.
PAIN POINT
"
How much do I owe you?
"
Hosts are forced to calculate everyone's splits manually and tediously collect money from friends after the meal.
PAIN POINT
"
How much do I owe you?
"
Hosts are forced to calculate everyone's splits manually and tediously collect money from friends after the meal.
SOLUTION EXPLORATION
Introduce social elements to ordering as a group
To tackle the disjointed experience, the team and I brainstormed solutions that increased the social interactivity in the flow.
It's natural to be curious about others' orders when eating out with friends, and knowing what others ordered can help in decision-making. I explored alternative ways to show real-time updates—like toast notifications and showing what others were adding to the order directly on the basket page.
SOLUTION EXPLORATION
Introduce social elements to ordering as a group
To tackle the disjointed experience, the team and I brainstormed solutions that increased the social interactivity in the flow.
It's natural to be curious about others' orders when eating out with friends, and knowing what others ordered can help in decision-making. I explored alternative ways to show real-time updates—like toast notifications and showing what others were adding to the order directly on the basket page.
SOLUTION EXPLORATION
Introduce social elements to ordering as a group
To tackle the disjointed experience, the team and I brainstormed solutions that increased the social interactivity in the flow.
It's natural to be curious about others' orders when eating out with friends, and knowing what others ordered can help in decision-making. I explored alternative ways to show real-time updates—like toast notifications and showing what others were adding to the order directly on the basket page.
SOLUTION EXPLORATION
Create a sense of assurance around when an order is ready to be placed
Adding more elements or messaging around everyone's status can reduce offline communication or guesswork to know when to hit "order". I explored two solutions to add clarity around when to place the order: Time limit, and Mark as Ready.
Time Limit allows hosts to set the time at which they'll place the order, giving everyone a chance to add items before the deadline.
Mark as Ready allows members to communicate when they're done adding items, so the host can place the order after everyone's ready.
SOLUTION EXPLORATION
Create a sense of assurance around when an order is ready to be placed
Adding more elements or messaging around everyone's status can reduce offline communication or guesswork to know when to hit "order". I explored two solutions to add clarity around when to place the order: Time limit, and Mark as Ready.
Time Limit allows hosts to set the time at which they'll place the order, giving everyone a chance to add items before the deadline.
Mark as Ready allows members to communicate when they're done adding items, so the host can place the order after everyone's ready.
SOLUTION EXPLORATION
Create a sense of assurance around when an order is ready to be placed
Adding more elements or messaging around everyone's status can reduce offline communication or guesswork to know when to hit "order". I explored two solutions to add clarity around when to place the order: Time limit, and Mark as Ready.
Time Limit allows hosts to set the time at which they'll place the order, giving everyone a chance to add items before the deadline.
Mark as Ready allows members to communicate when they're done adding items, so the host can place the order after everyone's ready.
Idea 1: Time Limit
Idea 2: Mark as Ready
SOLUTION EXPLORATION
Incorporate seamless bill splitting
Lastly, the team thought of ways to provide the option to split the bill up-front, so that hosts could avoid asking their friends to pay them back. Ideally, we wanted to auto-charge each person based on their order, but time and resource constraints made that out of scope. As a workaround, we explored visual ways to show each member’s share upfront, so they’d know how much to pay the host back.
SOLUTION EXPLORATION
Incorporate seamless bill splitting
Lastly, the team thought of ways to provide the option to split the bill up-front, so that hosts could avoid asking their friends to pay them back. Ideally, we wanted to auto-charge each person based on their order, but time and resource constraints made that out of scope. As a workaround, we explored visual ways to show each member’s share upfront, so they’d know how much to pay the host back.
SOLUTION EXPLORATION
Incorporate seamless bill splitting
Lastly, the team thought of ways to provide the option to split the bill up-front, so that hosts could avoid asking their friends to pay them back. Ideally, we wanted to auto-charge each person based on their order, but time and resource constraints made that out of scope. As a workaround, we explored visual ways to show each member’s share upfront, so they’d know how much to pay the host back.
USER VALIDATION
Guerilla testing
I built and tested a prototype with six hosts to guide the team into which direction to go in for the main issue: lack of assurance. In the end, we decided to go with adding a time limit.
USER VALIDATION
Guerilla testing
I built and tested a prototype with six hosts to guide the team into which direction to go in for the main issue: lack of assurance. In the end, we decided to go with adding a time limit.
Set a Time Limit
6/6
Hosts
Rated the Time Limit concept a 5/5 for clarity and usability.
6/6
Hosts
Rated the Time Limit concept a 5/5 for clarity and usability.
6/6
Hosts
Rated the Time Limit concept a 5/5 for clarity and usability.
Mark as Ready
3/6
Hosts
Rated the Time Limit concept a 5/5 for clarity and usability. Other hosts were not fully confident that all members would actually tap "I'm ready.
3/6
Hosts
Rated the Time Limit concept a 5/5 for clarity and usability. Other hosts were not fully confident that all members would actually tap "I'm ready.
3/6
Hosts
Rated the Time Limit concept a 5/5 for clarity and usability. Other hosts were not fully confident that all members would actually tap "I'm ready.
Insight
Hosts want more control over the the order. Giving up some of that control to the members by asking them to tap "I'm ready" consistently Introduced more anxiety for hosts. Some hosts said that they would have to check in with their guests offline anyway, which adds more work. Time Limit, on the other hand, seemed like a good way for hosts to set a neutral expectation. The team decided to go with this first, and implement Mark as Ready in a later phase as an added marker of assurance.
Insight
Hosts want more control over the the order. Giving up some of that control to the members by asking them to tap "I'm ready" consistently Introduced more anxiety for hosts. Some hosts said that they would have to check in with their guests offline anyway, which adds more work. Time Limit, on the other hand, seemed like a good way for hosts to set a neutral expectation. The team decided to go with this first, and implement Mark as Ready in a later phase as an added marker of assurance.
FINAL DESIGNS
Group Order in 2023
Updated UI, interaction experience, illustrations, and a smoother ordering journey for Group Order hosts.
FINAL DESIGNS
Group Order in 2023
Updated UI, interaction experience, illustrations, and a smoother ordering journey for Group Order hosts.
FINAL DESIGNS
Group Order in 2023
Updated UI, interaction experience, illustrations, and a smoother ordering journey for Group Order hosts.
Host Entry Point
Invitation
Social Updates
Basket Visibility
Bill Split Nudge
Bill Share
Host Entry Point
Invitation
Social Updates
Basket Visibility
Bill Split Nudge
Bill Share
Host Entry Point
Invitation
Social Updates
Basket Visibility
Bill Split Nudge
Bill Share
Host Entry Point
Invitation
Social Updates
Basket Visibility
Bill Split Nudge
Bill Share
Host Entry Point
Invitation
Social Updates
Basket Visibility
Bill Split Nudge
Bill Share
VIDEO
Flows in Parallel
Hosts and Members have a high level of interactivity within one experience. Watch this video to see how the new designs made Group Order more collaborative.
VIDEO
Flows in Parallel
Hosts and Members have a high level of interactivity within one experience. Watch this video to see how the new designs made Group Order more collaborative.
IMPACT
An undeniably better experience
Group order sessions on Grab were 1.7 times higher in 2023 compared to 2022, indicating clearer entry point placement and more effective market capture. The redesign led hosts to complete the order at an increased rate of 27% and attracted more hosts to start orders, increasing from 25% to 40% by the end of 2023. Following my initial work, several other talented designers enhanced the experience to further boost host adoption and member engagement, solidifying Grab’s position as the leading platform for shared group meals in Southeast Asia.
IMPACT
An undeniably better experience
Group order sessions on Grab were 1.7 times higher in 2023 compared to 2022, indicating clearer entry point placement and more effective market capture. The redesign led hosts to complete the order at an increased rate of 27% and attracted more hosts to start orders, increasing from 25% to 40% by the end of 2023. Following my initial work, several other talented designers enhanced the experience to further boost host adoption and member engagement, solidifying Grab’s position as the leading platform for shared group meals in Southeast Asia.
IMPACT
An undeniably better experience
Group order sessions on Grab were 1.7 times higher in 2023 compared to 2022, indicating clearer entry point placement and more effective market capture. The redesign led hosts to complete the order at an increased rate of 27% and attracted more hosts to start orders, increasing from 25% to 40% by the end of 2023. Following my initial work, several other talented designers enhanced the experience to further boost host adoption and member engagement, solidifying Grab’s position as the leading platform for shared group meals in Southeast Asia.