Project Goal
Grab wanted to revamp its merchant site across the key pillars of transportation, food delivery, and digital payments. The objective was to find a way to build 3 seemingly unrelated products (for different demographics) into a cohesive, holistic experience
UX Writing: Crafting Clear and Consistent Messaging
I began by focusing on auditing the copy that guides users through the
app's functionalities to better understand how the 3 microsites differed.
This included
app's functionalities to better understand how the 3 microsites differed.
This included
- Identifying and developing templated microcopy for key user flows,
reducing unique experiences and feature creep.
reducing unique experiences and feature creep.
- Standardising terminology across services to maintain consistency
and reduce user confusion across all 3 products.
and reduce user confusion across all 3 products.
- Implementing tone and voice guidelines to ensure brand alignment
and user trust for any future inclusions
and user trust for any future inclusions
Outcome:
The initial user tests saw increased user comprehension and task
completion rates, leading to a more focused journey, increased
satisfaction, and longer engagement times.
The initial user tests saw increased user comprehension and task
completion rates, leading to a more focused journey, increased
satisfaction, and longer engagement times.
Content Strategy: Aligning User Needs with Business Goals
With the general tone and brand identity outlined, a strategy was created to balance user needs with Grab's business objectives, ensuring that content
served both effectively.
served both effectively.
- This included a customer service journey audit to identify gaps and opportunities for improvement.
- Prioritising unique product pages based on user journeys and pain points.
- Collaborating with cross-functional teams to align content with visual and content hierarchy for new pages
Outcome:
Outcome:
This allowed us to plan a sustainable content strategy that had regular
content refreshes and a visually accessible journey for users.
content refreshes and a visually accessible journey for users.
Localization: Ensuring Cultural Relevance Across Markets
Given Grab's diverse user base, we then looked to localization to better
resonate with users in different markets. Some aspects of this included:
resonate with users in different markets. Some aspects of this included:
- Adapting content to reflect local languages, idioms, and cultural nuances.
- Working with regional teams to validate translations and cultural appropriateness.
- Maintaining and modifying the brand guidelines as required to ensure a versatility in brand voice that effectively accommodates local preferences.
Outcome:
The final result was a page that drove user trust and engagement across
various Southeast Asian markets, strengthening Grab's regional presence.
The final result was a page that drove user trust and engagement across
various Southeast Asian markets, strengthening Grab's regional presence.
Key Takeaways
For brands like Grab that boast a strong regional identity, Strategic UX writing and thoughtful localization are pivotal in enhancing the user experience. By focusing on clarity, consistency, and cultural relevance, we were
able to significantly improve user engagement and satisfaction while keeping that authentic flavour.
able to significantly improve user engagement and satisfaction while keeping that authentic flavour.
