A good meal.
At your kind of price.
One place to find offers, budget meals and free delivery—built around what affordable means to you.
Value that’s easy to find.
From the first filter to the restaurant you choose.
Make affordability easier to discover
GrabFood was perceived as expensive even when its prices were competitive. Diary studies, brand research and NPS feedback pointed to a discovery problem: people struggled to find the offers already available.
I worked with PMs on strategy, collaborated on research and took the design through development and QA. We built the experience around two different meanings of affordability.
“I want to spend less.”
Keep meal prices and delivery fees within a budget.
“I want a good deal.”
Find offers that make an order feel worth buying.
Choose how to save
We brought budget meals, free delivery and promotions into one destination. Visual filters let people start with the kind of value that mattered to them.
Keep the choices within reach
Filters adapt to interactions and become compact pills as the list scrolls. Regional teams can configure the options for their market.
Make each restaurant’s offer clear
The previous listing made promotions hard to scan. Larger food images and a dedicated highlight gave the offer a clear place, while ranking reflected both budget and savings needs.
Resolve feedback and make the component reusable
Quick user testing and earlier stakeholder check-ins helped resolve conflicting feedback. I also worked with the design-system team on a flexible highlight that other squads could reuse.
What the first experiment showed
The landing page, visual filters and restaurant listing launched in Q2 2024. The original case study recorded these experiment results.
- Tile click-through rate
- 12.3%
- Sessions clicking into a merchant
- 58%
- Visual-filter selection rate
- 31.12%
About 15% of merchant click-through sessions converted. Both price-conscious and savings-conscious users showed higher conversion in the experiment.
Original presentation