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brand Grab
tagline Southeast Asia's everyday everything app. Ride, eat, shop, pay — all in one.
category Super App
website https://grab.com

Grab — Information Architecture

Overview

Grab is Southeast Asia's leading super-app, serving 8 countries across the region (Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, Cambodia, Myanmar). The mental model is one app for daily life — starting as a ride-hailing service and expanding into food delivery (GrabFood), payments (GrabPay), groceries (GrabMart), parcel delivery (GrabExpress), and financial services (loans, insurance, investments). The home screen functions as an operating system for urban life in SEA, with a service grid and unified wallet.

Site Map

├── Home
│   ├── Search Bar (universal: places, food, items)
│   ├── Service Grid (primary entry points)
│   │   ├── 🚗 Transport (ride-hailing)
│   │   ├── 🍔 Food (GrabFood)
│   │   ├── 🛒 Mart (GrabMart — groceries, convenience)
│   │   ├── 📦 Express (parcel delivery)
│   │   ├── 💸 Pay (GrabPay)
│   │   ├── 💳 Finance (GrabFinance)
│   │   ├── 🏨 Hotels (travel)
│   │   ├── 🎟️ Rewards (GrabRewards)
│   │   └── ••• More
│   ├── Promotions / Deals Carousel
│   ├── For You (personalized suggestions)
│   ├── Recent Orders / Rides
│   └── GrabUnlimited Banner (subscription)
├── Transport (GrabCar / GrabBike)
│   ├── Map View (pickup location, GPS)
│   ├── "Where to?" Search
│   ├── Saved Places (Home, Work)
│   ├── Recent Destinations
│   ├── Vehicle Options
│   │   ├── GrabCar (standard 4-seater)
│   │   ├── GrabCar Premium
│   │   ├── GrabCar 6-Seater
│   │   ├── GrabBike (motorbike, SEA-specific)
│   │   ├── GrabShare (shared rides)
│   │   ├── GrabTaxi (metered taxi)
│   │   └── GrabRent (hourly rental)
│   ├── Price Estimate + ETA per Option
│   ├── Payment Method (GrabPay, card, cash)
│   ├── Promo Code
│   ├── [Book] → Match → Track → Ride → Rate
│   └── Safety Features (Share Ride, SOS)
├── Food (GrabFood)
│   ├── Restaurant Discovery
│   │   ├── Near Me
│   │   ├── Cuisine Filters (Asian, Western, Halal, Vegetarian)
│   │   ├── Featured Collections
│   │   ├── Trending
│   │   ├── Budget Meals
│   │   ├── Self-Pickup (cheaper)
│   │   └── Scheduled Orders
│   ├── Restaurant Page
│   │   ├── Menu (categories, items, photos, prices)
│   │   ├── Customizations (spice level, add-ons)
│   │   ├── Rating & Reviews
│   │   ├── Delivery Fee + Time
│   │   └── Minimum Order
│   ├── Cart
│   │   ├── Items
│   │   ├── Notes for Restaurant
│   │   ├── Delivery Address
│   │   ├── Payment
│   │   ├── Promo / Voucher
│   │   └── [Place Order]
│   ├── Order Tracking
│   │   ├── Status (confirmed → preparing → driver assigned → on the way → delivered)
│   │   ├── Driver on Map (live)
│   │   ├── Contact Driver
│   │   └── ETA
│   └── Order History
├── Mart (GrabMart)
│   ├── Store Selection (convenience stores, supermarkets, pharmacies)
│   ├── Store Page (browse by category, search items)
│   ├── Cart & Checkout
│   ├── Order Tracking (same as food)
│   └── Scheduled Delivery
├── Express (GrabExpress)
│   ├── Instant Delivery (same-day)
│   ├── Pickup & Destination
│   ├── Package Size & Weight
│   ├── Price Estimate
│   ├── Book & Track
│   └── Parcel History
├── GrabPay (Wallet)
│   ├── Balance
│   ├── Top Up (bank, card, convenience store, PayNow)
│   ├── Send Money (P2P)
│   ├── QR Pay (scan to pay at merchants)
│   ├── Bill Payments (utilities, phone, internet)
│   ├── Transaction History
│   ├── Linked Payment Methods
│   ├── GrabPay Card (virtual Mastercard)
│   └── PayLater (buy now, pay later)
├── GrabFinance
│   ├── GrabInvest (micro-investing)
│   ├── GrabInsure (insurance products)
│   ├── GrabLoan (personal/business loans)
│   ├── AutoInvest (round-up investing)
│   └── Credit Score
├── Rewards (GrabRewards)
│   ├── Points Balance
│   ├── Earn (per ride, per order, challenges)
│   ├── Redeem (vouchers, partner rewards)
│   ├── Membership Tier (Member → Silver → Gold → Platinum)
│   ├── Tier Benefits
│   ├── GrabUnlimited (subscription: free delivery, discounts)
│   └── Challenges (complete X rides, earn bonus)
├── Activity
│   ├── All Orders / Rides (combined timeline)
│   ├── Order/Ride Detail
│   ├── Receipts
│   ├── Report Issue
│   └── Reorder / Rebook
├── Profile / Account
│   ├── Name, Photo, Phone
│   ├── GrabPay Wallet
│   ├── Saved Places
│   ├── Saved Addresses (delivery)
│   ├── Favorites (restaurants, stores)
│   ├── GrabRewards Tier
│   ├── Referrals
│   ├── Emergency Contacts
│   ├── Notification Settings
│   ├── Language / Region
│   └── Help & Support
└── Help
    ├── Recent Trip/Order Issues
    ├── FAQ
    ├── Safety
    └── Live Chat Support

Navigation Model

Layer Pattern Behavior
Bottom Tab Bar 4-5 tabs Home, Food, Pay, Activity, Account
Service Grid Icon grid (8-12 icons) Tap to enter each service's full-screen experience
Transport Map-dominant, bottom sheet Same as Uber pattern: "Where to?" → options → book
Food Restaurant feed Vertical scroll, category filters, cart overlay
Wallet Balance-first QR scanner prominent, quick actions
Universal Search Top of home Search across all services (places, restaurants, products)

Service Grid (Home Screen)

┌──────────┬──────────┬──────────┬──────────┐
│ 🚗 Car   │ 🍔 Food  │ 🛒 Mart  │ 📦 Express│
├──────────┼──────────┼──────────┼──────────┤
│ 💸 Pay   │ 💳 Finance│ 🏨 Hotels│ ⭐ Rewards│
└──────────┴──────────┴──────────┴──────────┘

Content Model

Entity Key Attributes Relationships
User phone, name, email, avatar, region, language, grab_pay_wallet, rewards_tier has Wallet, Orders, Rides, Addresses
Wallet balance, currency, payment_methods[], grab_pay_card belongs to User
Transaction type (ride/food/mart/express/p2p/topup/bill), amount, status, merchant, timestamp belongs to Wallet
Ride pickup, destination, vehicle_type, driver, fare, status, route, rating belongs to User
Driver name, photo, vehicle, rating, plate, status has Rides
FoodOrder restaurant, items[], delivery_address, delivery_fee, total, status, driver belongs to User
Restaurant name, cuisine[], rating, delivery_time, minimum_order, photos[], operating_hours has Menu
MartStore name, type (convenience/supermarket/pharmacy), delivery_time has Products
RewardsTier tier (member/silver/gold/platinum), points, next_tier_threshold, benefits[] belongs to User
GrabUnlimited status, price, benefits[free_delivery, discounts], renewal subscription

Cross-Service Identity

  • Single login for all services
  • GrabPay wallet as default payment everywhere
  • Shared addresses across transport, food, mart, express
  • Unified rewards points from all services
  • Combined activity timeline

Order Status Flow (Food/Mart)

placed → confirmed → preparing → driver_assigned → picked_up → on_the_way → delivered
                                                                              ↘ rated

User Flows

Order Food

Home → [Food] → Browse Restaurants → "Hawker Chan" → Select Items → Customize → Add to Cart → Checkout (GrabPay) → Apply Voucher → [Order] → Track Driver on Map → Delivered → Rate

Book a GrabBike

Home → [Transport] → "Where to?" → Office → GrabBike S$5, 12 min → [Book] → Driver Matched → Track → Arrive → GrabPay Auto-Charged → Rate → Earn Points

Pay at Store

Home → [Pay] → [Scan] → Scan Merchant QR → Enter S$15 → Confirm (PIN/biometric) → Payment Complete → Earn Rewards Points → Receipt

Earn and Use Rewards

Complete Rides + Orders → Earn Points → Check Rewards → Redeem for GrabFood Voucher (500 pts = S$5 off) → Use on Next Order → Tier Up to Gold → Unlock Free Delivery

URL / Route Structure

Grab is primarily a native mobile app. Deep links structure:

/                              → Home
/transport                     → Transport (ride-hailing)
/transport/:rideId             → Ride Tracking
/food                          → GrabFood
/food/restaurant/:id           → Restaurant Menu
/food/orders/:id               → Order Tracking
/mart                          → GrabMart
/mart/store/:id                → Store
/express                       → GrabExpress
/pay                           → GrabPay Wallet
/pay/scan                      → QR Scanner
/pay/send                      → Send Money
/pay/bills                     → Bill Payments
/pay/history                   → Transactions
/finance                       → GrabFinance
/rewards                       → GrabRewards
/activity                      → All Orders & Rides
/account                       → Account
/settings                      → Settings
/help                          → Help

Search & Filter

Context Search Scope Filters Sort
Universal Places, restaurants, products, services Service type Relevance
Food Restaurant name, dish, cuisine Cuisine, Price, Rating, Delivery Time, Promos, Halal Recommended, Rating, Distance, Price, Delivery Time
Mart Store name, product Store type, Delivery Time Recommended, Distance
Transport Address, place name — Relevance, recent
Transactions Amount, merchant Type, Date Range Date, amount

Responsive Behavior

Breakpoint Layout Navigation
Mobile (primary) Single column, service grid, bottom tabs Tab bar + service grid
Tablet Wider grid, 2-column food Bottom tabs or sidebar
Desktop (merchant dashboard) Full dashboard Sidebar

Super-App-Specific UX

  • Service grid on home = operating system metaphor
  • GrabPay wallet is the financial backbone (accepted everywhere)
  • GrabBike: motorbike-hailing unique to SEA (faster, cheaper in traffic)
  • Halal filter: critical for Muslim-majority markets (Malaysia, Indonesia)
  • Cash option: many SEA users are unbanked
  • Multiple languages per country (e.g., English + Malay + Chinese in Malaysia)
  • QR code payment deeply integrated (offline merchants)
  • GrabUnlimited subscription drives loyalty across all services
  • Real-time driver tracking across transport, food, and mart

Access Control

Feature Unverified Verified GrabUnlimited
Transport — ✅ ✅ + discounts
Food — ✅ ✅ + free delivery
GrabPay — ✅ (limits) ✅
Finance — KYC required ✅
Rewards — ✅ ✅ + bonus points
Cash Payment — ✅ ✅

Regional Compliance

  • KYC for wallet features (varies by country)
  • Cash payment option (critical in SEA)
  • Local payment methods (GCash in PH, OVO in ID)
  • Driver background checks per country regulations
  • Halal certification for food
  • Multi-currency support