Save Your Place with Grab!

Summary

Grab introduced Saved Places across Southeast Asia to eliminate the friction of repeatedly typing addresses and prevent selection errors between similarly named locations. Data analysis across transport and food orders revealed that consumers consistently visit only five to seven unique locations and order food to one or two addresses. To streamline repeat bookings, cross-functional teams designed a feature allowing users to bookmark locations under custom labels such as Home and Work. Following usability testing and release, more than 14 million users stored nearly 45 million addresses across the platform. Platform metrics also showed that while office destinations clustered in central districts across major cities, residential distributions varied significantly between markets like Singapore and Jakarta.

Context

Consumers frequently experienced difficulty remembering or accurately selecting repeated addresses, leading to booking errors between locations with similar names situated far apart.

Approach / What changed

Grab analyzed booking patterns to confirm location clustering, then designed and launched Saved Places with custom user labels across its Southeast Asian mobile application.

Takeaways

• Transport and food order analytics revealed that typical consumers frequent five to seven unique transport destinations and order food to one or two addresses.
• Similar road names in close proximity, such as Sime Road and Simei Road located 20 km apart, contributed to frequent user misselections during destination entry.
• Post-launch adoption reached over 14 million users saving approximately 45 million places, averaging two to three saved addresses per user across Southeast Asian markets.

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