Grab

Launching a new digital payments service in Southeast Asia
Grab mobile app card screen
There’s a new breed of regional super apps looking to push digital financial services across Asia. 11:FS has been at the heart of this, working with Singaporean ride-hailing firm Grab, supporting the design and go to market strategy of its Grab Financial GrabPay Mastercard digital services and wallet.
The challenge
"

11:FS’ experience and on the ground support has been valuable in helping us focus and create a product that works for both our users and our business. Their input to strategy, marketing, go-to-market, product launch and design work was first class, and exactly what we wanted from our first partnership with them.

Wes Sturman
Senior Product Manager, GrabPay
"

11:FS’ experience and on the ground support has been valuable in helping us focus and create a product that works for both our users and our business. Their input to strategy, marketing, go-to-market, product launch and design work was first class, and exactly what we wanted from our first partnership with them.

Wes Sturman
Senior Product Manager, GrabPay
Digital services where cash is king

Grab is the ride hailing Unicorn that has had to solve problems others haven’t. They operate in markets where cash dominates, where traditional banking doesn’t serve the majority of the population and many of their drivers rely on them for a stable income stream.

Its answer is Grab Financial, with a vision to provide a whole suite of financial services inside its super app ecosystem, with the challenger offering at the core.

Not only would this potentially financially include tens of millions of people, it could improve their ability to manage periods of low income, or save for a rainy day.

"

11:FS’ experience and on the ground support has been valuable in helping us focus and create a product that works for both our users and our business. Their input to strategy, marketing, go-to-market, product launch and design work was first class, and exactly what we wanted from our first partnership with them.

Wes Sturman
Senior Product Manager, GrabPay
"

11:FS’ experience and on the ground support has been valuable in helping us focus and create a product that works for both our users and our business. Their input to strategy, marketing, go-to-market, product launch and design work was first class, and exactly what we wanted from our first partnership with them.

Wes Sturman
Senior Product Manager, GrabPay
"
11:FS’ experience and on the ground support has been valuable in helping us focus and create a product that works for both our users and our business. Their input to strategy, marketing, go-to-market, product launch and design work was first class, and exactly what we wanted from our first partnership with them.
Wes Sturman
"

11:FS’ experience and on the ground support has been valuable in helping us focus and create a product that works for both our users and our business. Their input to strategy, marketing, go-to-market, product launch and design work was first class, and exactly what we wanted from our first partnership with them.

Wes Sturman
Senior Product Manager, GrabPay
"
Wes Sturman
Senior Product Manager, GrabPay
What we did
What we did
RBS Mettle mobile banking app and card
WeLab logo
US Retail Bank mobile app onboarding screen, dashboard, bills
CaixaBank logo
Making a digital vision a market reality

Grab Financial engaged with 11:FS to support the launch of its GrabPay Mastercard. The project had three core objectives:

  • Launch a best in class digital payment product for South East Asia.
  • Build a product and roadmap that would ensure an endurable product edge.
  • Have a clear go-to-market and message to stand out from the crowd.

Grab, of course, has plenty of talented people to execute and deliver, but when it came to researching and defining the scope of the service, it required in depth research and proposition design. Southeast Asia is not one place, it’s many. Singapore and the Philippines are dramatically different markets, but both were primary markets for the new GrabPay offering.

A card could help people use e-commerce for the first time in some markets, or in others it could make an FX transaction much simpler and transparent. Helping this all fit inside a super app, was a daunting challenge, that impacted everything from pricing, marketing, brand strategy and design.

Mox payment card
GrabPay card
Making a digital vision a market reality

Grab Financial engaged with 11:FS to support the launch of its GrabPay Mastercard. The project had three core objectives:

  • Launch a best in class digital payment product for South East Asia.
  • Build a product and roadmap that would ensure an endurable product edge.
  • Have a clear go-to-market and message to stand out from the crowd.

Grab, of course, has plenty of talented people to execute and deliver, but when it came to researching and defining the scope of the service, it required in depth research and proposition design. Southeast Asia is not one place, it’s many. Singapore and the Philippines are dramatically different markets, but both were primary markets for the new GrabPay offering.

A card could help people use e-commerce for the first time in some markets, or in others it could make an FX transaction much simpler and transparent. Helping this all fit inside a super app, was a daunting challenge, that impacted everything from pricing, marketing, brand strategy and design.

Citizens Access logo
Citizens Access logo
Mettle banking app transaction screen examples
Revealing product fit

11:FS ran a comprehensive Discovery project, based out of Singapore, that covered the breadth of the offering. This began by reviewing Grab's go-to-market strategy and benchmarking the strategy and service against best in class offerings globally.

From this, the 11:FS team then identified gaps against Grab’s stated aim for GrabPay service to be the most comprehensive app for users. In collaboration with Grab’s teams, the launch strategy was re-focused, and the branding, pricing model and commercial strategy reworked.

Finally, 11:FS created a comprehensive library of design assets for customer acquisition and on-boarding of users onto GrabPay.

Strategy phase: a customer-centric proposition

Following the Design phase, 11:FS worked with Citizens Access to define their strategy for the new proposition. This involved working through some rapid concept and user testing sessions to ensure the service design helped the customer overcome the problem identified in the JTBD analysis.

11:FS moderated workshops with the Citizens Access team to define the purpose of the new proposition, its core values and the tone of voice the brand should adopt. The outputs of these workshops were combined with the cultural insights to enrich the Stories to be Told and thus their product marketing and brand strategy.

We tested different ways the brand could pitch the new proposition and arrived at a compelling direction for the Citizens Access team.

Finally, leveraging 11:FS’ vast experience of getting digital banking products to market quickly, the team defined a Minimum Loveable Product (MLP) prototype, roadmap and set of execution principles. This left the Citizens Access team with a clear direction on how to design a new breakthrough proposition and get that into the hands of their customers quickly.

GrabPay mobile app card screen
GrabPay: Southeast Asia’s leading digital wallet

Taking the 11:FS findings and ideas to the core of the offering, Grab set about building the app. In December 2019, it announced the launch of its Grab Pay Mastercard that sits at the core of its super app.

The GrabPay Mastercard is a significant step in Grab Financial’s strategic vision. It is the region’s first numberless card with access to an expanded rewards network and seamless Grab payments integration. It allows users, regardless of whether they have a bank account, to transact securely and easily online or offline, at nearly 53m merchants worldwide that accept Mastercard cards.

As an extension of the GrabPay wallet, it is highly secure with card details stored securely within the Grab app. It also has an in-app lock card function that is PIN-protected, allowing users to instantly suspend payments for lost cards.

Where super app’s go from here is only going to get more interesting. With Singapore and Malaysia both announcing their own Virtual Banking licences, the big tech companies from Asia are well placed to help the most underserved and over charged in ways that traditional banks can’t.

We’re proud to have played a major part in those developments through our collaboration with GrabPay on the launch it’s Mastercard.

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