Grab Driver Acquisition Landing Page Redesign
Overview
Grab Holdings Ltd (Grab) is a multinational technology company that offers a wide range of services including ride-hailing, food delivery, package delivery, digital payments, financial services, and more.
Grab initiated a project to redesign its driver-partner acquisition landing page to address usability issues and improve user experience. This project aimed to optimize the interface, streamline the content, and increase conversions by addressing users pain points.
Stakeholder Interviews
I conducted stakeholder interviews involving diverse teams such as product management, design, and development. These discussions were focused on understanding the present pain points, expectations, and obstacles encountered by users(drivers) while navigating through the website. Few questions we asked during the stakeholder interviews:
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What should this project accomplish for the business?
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What are the current problems that the users are facing while navigating with the website?
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What actions do we want users to take?
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What similar websites do people use?
Insights surfaced around the need for a more streamlined and intuitive journey for potential drivers, citing concerns about content, navigational hurdles, and visual design.
UX Expert Review
I conducted a comprehensive UX expert review of the existing landing page. This evaluation involved assessing various aspects of user experience, usability, design elements, and interaction patterns present on the current page. The review aimed to identify strengths, weaknesses, and opportunities for improvement in alignment with industry best practices and user-centric design principles. Few insights from the audit:
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The content on the landing page lacked a clear content hierarchy, resulting in a scattered distribution of content.
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The language selector button appears to be a part of the header, and lacks clear visual cues suggesting its clickability.
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User stories/testimonials is only available on mobile version.
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The link labels lack context, failing to provide users with a clear understanding of why clicking on them would be beneficial or where they would lead.
I conducted a comparative analysis between Grab's driver acquisition page and its direct competitor, examining several parameters. This assessment offers valuable insights into distinctive functionalities, industry standards, and potential ideas.
Design Solutions
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Implemented a mobile-first strategy due to the majority of the traffic originating from mobile devices.
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Integrated a floating sign-up button at the bottom for user convenience.
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Facilitated language switching by placing the language selector in the top navigation.
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Restructured content hierarchy based on priority, introducing clear headings for various sections.
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Streamlined the content and enhanced interactivity and visual allure, all while maintaining adherence to the brand guidelines.
A/B Testing Result
Following the implementation of AB testing, our client achieved a remarkable 38% enhancement in driver sign-up conversion rates. This substantial improvement demonstrates the effectiveness of the tested changes and underscores the positive impact on the user experience, leading to a significantly higher rate of drivers successfully signing up on the platform.