Owning end-to-end user experience
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Senior product designer
Starting January 2021, I was part of a new lean team that was tasked with launching a new grocery model, called Grab Group Buy. Riding on the success of community buying in China, which peaked during the pandemic years, Grab wanted to take a bet to be the first ones piloting community buying in South-east Asia. If someone was going to do, it had to be us and if it wasn’t going to work, we needed to know.
Accessibility to fresh groceries and other daily need items is not as convenient in tier II and III cities compared to the Greater Jakarta area. The pandemic had only exacerbated this reach - Indonesia was also in lockdowns most of 2021. Which meant that someone in the household had to brave their way to a warung or mom-and-pop shop to get what they needed and it most often ended up being the Caregivers.
Community buying became hugely popular in China because people were pooling their orders together for a “community leader”, who would place, collect and distribute orders. This also minimised both the Community Leader and their Buyers’ exposure.
