Lean experiments launched and tweaked monthly
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Product design manager (with IC responsibilities)
The number of Grab services used by each unique consumer hovers around 1.5 (APH). Being a super app for South-east Asia, the Deliveries team responsible for GrabFood, GrabMart and GrabExpress services ambitiously wanted to improve that number. Inside the universe of the Grab app, we wanted to take advantage of consumer context to nudge single-vertical users into multi-vertical usage.
As a result, we were going to impact platform GMV (gross merchandise value) along with increasing MTUs (Monthly Transacting Users) and User Retention. Top users also show a better retention as well as higher GMV if they are transacting in more than one vertical.
Our target segment was users of other Grab verticals - Transport had ~25 million active users, GrabPay had 5 million active users, while over 18 million users actively used GrabFood services.
By working in an empowered team that strategised twice weekly with the heads of product, design and engineering, we were able to keep our execution extremely agile - meeting early in the week to discuss the parameters and then on Thursday to critique the design.
Cross-selling and up-selling between services is a common strategy with Super Apps. It was only essential that we do a quick market survey to learn from our competitors and categorise the industry benchmark.
Promotes Uber Eats services like Grab & Go (Food Pick-up) or Schedule Orders during a consumers Uber ride
Cross-sells Uber Grocery service when a consumer orders Food via Eats
Similarly, DoorDash has a similar service called DoubleDash that allows consumers to order daily necessities when a consumer orders Food
