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How can we make giving money away, fun?

A case study when I brought Lunar New Year's tradition of giving money to a payment product.

A case study when I brought Lunar New Year's tradition of giving money to a payment product.

A case study when I brought Lunar New Year's tradition of giving money to a payment product.

Company

Grab

Role

Lead Designer, Visual Designer

Area

Product Design, Growth Design

Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup

Background Challenge

Background Challenge

Background Challenge

As a company that provides ride hailing and food delivery services, Grab anticipated a seasonal revenue drop during Lunar New Year (LNY) festivity. Our users would go abroad, and so few people would order food during the celebration. Oh dear, what to do?

For cultural context, LNY is a celebration where families gather and give money to their young in red envelopes (AngBao).

Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup

A typical sight in LNY celebration.

How might we celebrate LNY together with them?

How might we celebrate LNY together with them?

How might we celebrate LNY together with them?

Ideation time! The entire Payments-Growth team went on Hackathon-mode and gave birth to crazy ideas inspired by our recent research about gamification theories by Yu Kai Chou. I sketched some of the most novel ideas and moved forward.

Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup

The solution

The solution

The solution

The solution is a combination of multiple ideas. We presented it with a simple premise.

"Give or receive money using Grab's E-Wallet, and you will get a random digital token (coins). Collect all 12 to win a Grand Prize"

Other novel ideas include fortune reading, collecting achievement badges, order sustainable food during CNY.

➡️ Here, try the prototype ⬅️

The solution is a combination of multiple ideas. We presented it with a simple premise.

"Give or receive money using Grab's E-Wallet, and you will get a random digital token (coins). Collect all 12 to win a Grand Prize"

Other novel ideas include fortune reading, collecting achievement badges, order sustainable food during CNY.

➡️ Here, try the prototype ⬅️

The solution is a combination of multiple ideas. We presented it with a simple premise.

"Give or receive money using Grab's E-Wallet, and you will get a random digital token (coins). Collect all 12 to win a Grand Prize"

Other novel ideas include fortune reading, collecting achievement badges, order sustainable food during CNY.

➡️ Here, try the prototype ⬅️

The whole flow.

The whole flow.

Prototype recording.

Result

Result

Result

Everybody liked it.

Users started sharing and trading tips on how to obtain the rarest coins. As a result, we engaged approximately half of our user base (~7.5M) and increased our GMV by about 4% during the festive period compared to the previous year.

This project has become a recurring annual feature and has paved the way for more gamification projects.

Everybody liked it.

Users started sharing and trading tips on how to obtain the rarest coins. As a result, we engaged approximately half of our user base (~7.5M) and increased our GMV by about 4% during the festive period compared to the previous year.

This project has become a recurring annual feature and has paved the way for more gamification projects.

Everybody liked it.

Users started sharing and trading tips on how to obtain the rarest coins. As a result, we engaged approximately half of our user base (~7.5M) and increased our GMV by about 4% during the festive period compared to the previous year.

This project has become a recurring annual feature and has paved the way for more gamification projects.

Theories among users.

They did it again the following year

Visuals in the following year. (Source)

Visuals in the following year. (Source)

Visuals in the following year. (Source)