Grab Beauty/Grab AssistCare
Grab Spark 2024 — Super App Expansion Strategy ◎
This project was developed for Grab Spark 2024, a case competition focused on envisioning the next chapter of Grab as a super-app. Our team proposed strategic service expansions that move beyond core mobility and food delivery, addressing emerging societal needs and high-growth markets in Thailand.
Project Overview
We introduced two new service concepts:
- GrabAssistCare — an on-demand transportation and assistance service designed for elderly users and individuals requiring mobility support, integrating trained caregivers with Grab’s ride-hailing platform.
- GrabBeauty — a bundled transportation service partnered with beauty and wellness clinics, simplifying access to cosmetic, wellness, and medical tourism services.
Both concepts were grounded in market research, demographic trends, and ecosystem fit, with a strong focus on scalability, social impact, and alignment with Grab’s existing infrastructure.
My Role and Contributions
I contributed across strategy, research, and execution, with primary responsibility for UX/UI design. This included defining user journeys, service flows, and interface concepts that balance accessibility, trust, and ease of use—especially for elderly users and first-time service adopters. I worked closely with teammates from business and strategy backgrounds to translate abstract market ideas into concrete, user-centered product experiences.
What I Learned
This project gave me valuable exposure to how business strategy works in practice, from market sizing (TAM–SAM–SOM) and competitive analysis to investment models and growth planning. I learned how strategic decisions are shaped by operational constraints, partnerships, and long-term platform thinking.
Equally important was the experience of working with people from diverse backgrounds, including business, finance, and strategy-focused teammates. Collaborating across disciplines strengthened my ability to communicate ideas clearly, negotiate trade-offs, and align design decisions with business objectives.
Overall, this project deepened my understanding of how product design, UX/UI, and business strategy intersect in real-world platform development, and how thoughtful collaboration can turn complex, cross-domain problems into coherent, impactful solutions.