Contextual Inquiry in Jakata | Increasing user engagement | Driving transactions
Company: Grab | Role: Lead UXR
Business problem
How might we improve the Reviews summary page such that it provides users with information they’re looking for, aids their decision making, and encourages them to explore?
Research Approach
Outcomes and Impact
Key Findings -
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While detailed findings can not be shared due to confidentiality, one of the key implications were that the reviews summary page came too late in the journey for the users.
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Reviews only helped validate the choice of merchant instead of encouraging them to discover new ones.
Outcome -
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Shifted focus from enhancing the reviews summary page to updating the overall user flow.
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Impact -
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Generated foundational insights around users' approaches to consuming reviews which guided product and design strategies.
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Re-defined the strategic goals for the review work stream & achieved stakeholder alignment.
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Positive results in first few experiments with new designs showing review snippets higher up in the user journey.
The reviews engagement increased by ~5% and checkout conversion rate increase by ~1% across 3 key markets in experimental conditions. 🚀🚀