GrabFood Design Thinking

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(Menon, 2020)

What is Design Thinking?


“A human-centred innovation process that emphasizes observation, collaboration, fast learning, visualization of ideas, rapid concept prototyping, and concurrent business analysis”.(Jeanne Liedtka,2012)

What Is GrabFood?
GrabFood is a food delivery service operated by Grab, a Southeast Asian ride-hailing, delivery, and payment services company. GrabFood allows users to order food from a wide range of restaurants and eateries through a mobile app or website and have it delivered to their doorstep.

Digital marketplaces such as GrabFood and GrabMart are especially susceptible to fraudulent payments.

This kind of fraud, which is profitable for the perpetrators, entails purchasing and liquidating goods and services using passwords and payment information that has been stolen.

For GrabFood, payment fraud resulted in large direct losses from chargebacks and investigation-related expenses. Grab improved its security procedures in an attempt to address these problems, which increased block rates and, as a result, blocked a large number of valid transactions (false positives).
Grab has to strike a compromise between blocking fraudulent payment attempts and reducing the rate of rejections to allow for the smooth processing of valid transactions. (GrabFood Case Study | Grab SG, 2024)

What if?(What if Grabfood implements AI assistance)

If Grab Food implements AI assistance it will help in accurately interpreting customer order , which will reduce errors to enhance customer satisfaction also implementing AI will help in assisting customers 24/7 which will help tackle customer issues and gain instant feedback from customers allowing more space for improvement along with analyzing personalized preferences past orders and gain more insights about customers liking which leads to high orders and more customer loyalty furthermore AI will optimize delivery roots considering factors like traffic and climate changes which results in faster deliveries also AI will enable dynamic pricing based on demand, time of day and different variety of factors which will ensure fair pricing and will be able to detect fraud activities that may include fake orders or unauthorized transactions which will increase security levels in the platform if AI is added it can implement voice ordering by using voice recognition technology allowing customers to place orders using voice commands which makes the app more convenient and hand-free also, Based on their location, availability, and delivery history, delivery partners might be assigned orders more effectively with AI's help, cutting down on client wait times and increasing partner revenue. (Zhang, 2019)

What wows?

GrabFood, a popular food delivery service, has several unique features that set it apart:

    1. Schedule an Order for Later: This feature allows you to schedule a GrabFood order for a future delivery time of up to two days later(Tan, 2020). This is particularly useful when you're hosting a party or have a busy day ahead and won't have time to browse and order later.(Tan, 2020)
    2. Self-Collect Your GrabFood Order: If you prefer to pick up your food, you can use the app’s ‘self pick-up’ option to place an order ahead and skip the queue(A. Tan, 2020). The app tells you how long it will take for the restaurant to prepare your food, so you can pick it up when it's ready.(Tan, 2020)
    3.Place Multiple Orders At A Time: With GrabFood, you can place up to four concurrent orders — they can be from the same or different restaurants, and you can also choose to send them to the same or different address.(Tan, 2020)
    4.Personalized Recommendations: GrabFood's back-end analyzes millions of attributes to give more personalized recommendations and reduce inefficiencies from order to delivery.(Winston, 2020)
    5.Optimized Delivery Process: GrabFood has built a model that allows it to assign orders that are suited to different delivery modes(Winston, 2020). This helps reduce any idle time for delivery partners and allows them to earn more.( Winston, 2020)
    6.Wide Selection of Food: GrabFood offers a wide selection of food from more than 8,500 F&B merchants, with options ranging from fast food to bubble tea to mala hotpot.(Tan, 2020)


What works?

The "What works?" part is about simple, short ideas that can be tried out quickly. It's about taking small steps to test things and learn from them. This helps teams be practical and try new things in a manageable way. So, let’s see what works in grabfood.(Liedtka,2017)
Simplified Ordering-Ease menu options and streamline checkout process. One-click reorder option for frequent orders.
Real-Time Tracking-Instantly track orders from confirmation to delivery, reducing uncertainty.
Personalised Recommendation-Offer tailored suggestions based on past orders, making decision-making easier.
Promotions-Display targeted discounts during checkout, ensuring users see relevant offers.
Quality Assurance-Guarantee food quality through verified restaurant partnerships and user feedback.
Delivery Options-Choose express or scheduled delivery with accurate time estimates for each option.
Customer Support-Access instant assistance through chatbots, with seamless escalation to human agents when needed.


Reference

  • Tan, A. (2020, March 11). I Was Today-Years-Old When I Realised These 7 Things You Can Do On GrabFood. Vulcan Post. https://vulcanpost.com/691293/grabfood-cool-features-singapore/
  • Tech in Asia - Connecting Asia’s startup ecosystem. (n.d.). Www.techinasia.com. https://www.techinasia.com/closer-grabs-efforts-serve-ideal-food-delivery-ecosystem
  • Salim, Z. (2023, October 5). Save as you savour: GrabFood unveils new features targeting budget-conscious users in S’pore. Vulcan Post. https://vulcanpost.com/841724/grabfood-budget-friendly-features-singapore/

  • Ellia Pikri. (2018, May 25). If You Miss UberEATS M’sia, GrabFood Is Basically The Same Thing. Vulcan Post. https://vulcanpost.com/640331/difference-comparison-ubereats-grabfood-malaysia/
  • Jeanne Liedtka (October 19, 2017), Design thinking: 4 Questions That Will Help You Embrace Innovation 
  • https://www.salesforce.com/eu/blog/design-thinking-questions-to-help-you-embrace-innovation/

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