End-to-End Exploratory UX Research Study: Grab
How a UX research project was executed, from planning and recruitment to moderation, analysis, and reporting.
Research Ops, UX Research & In-Person User Interview Moderation
March - May 2025
Project Background & My Role
Note: Due to confidentiality agreements, certain specifics such as the exact scope, participant profiles, and findings of the project cannot be shared.
Grab, a leading super app in Southeast Asia, engaged my team to conduct foundational UX research focused on a specific driver segment in Singapore and Jakarta. The objective was to gain a deep understanding of market dynamics, user behaviors, and unmet needs within this driver segment. They needed comprehensive foundational research to discover insights which would serve as a strategic input for shaping future product development and informing market conditions.
My role in this research project:
I managed key aspects of ResearchOps, including participant recruitment, screening, scheduling, and coordination across the two countries.
I moderated remote user interviews for Singapore drivers, ensuring sessions ran smoothly.
I led the analysis of insights and findings, synthesizing data into actionable themes, and produced a comprehensive research report to support strategic decision-making for Grab's product and marketing teams.
Screener Design & Recruitment
While my colleague led recruitment in Jakarta, I was responsible for arranging the participants in Singapore. After aligning with the client and clarifying the project brief, I created a detailed screener survey to identify qualified participants from our company’s user panel. In addition, Grab provided a list of potential participants for outreach.
I conducted 2 rounds of careful screening to ensure a diverse and relevant mix of participants, based on factors such as driving experience and app behavior.
Once participants were confirmed, I handled the scheduling and coordination of interview sessions. For the Singapore sessions, interviews were conducted in a neutral and accessible venue to ensure participants felt comfortable throughout the process.
As part of the UX Research team, I collaborated in developing the discussion guide, ensuring it aligned closely with Grab’s objectives for this exploratory research study.
To support high-quality recordings for post-interview analysis, I took charge of the equipment setup in Singapore, including cameras and microphones. I ensured all gear was tested and functioning properly prior to each session to minimize disruptions and maintain a smooth interview flow. Note-takers were also promptly assigned.
Moderating In-Person Sessions
As the moderator for the Singapore sessions, I conducted one-on-one, semi-structured interviews with Grab drivers. My focus was on creating a comfortable environment where participants could speak openly about their driving experiences, challenges, and motivations.
I was flexible and adapted the discussion guide as needed, based on each participant’s responses.
Maintaining neutrality while building rapport was critical to gathering honest, in-depth feedback that aligned with the Grab's exploratory goals.
Post-Interview Analysis & Reporting
Following the interviews, I led the analysis and synthesis of qualitative data gathered from participants in both Singapore and Jakarta. I reviewed interview recordings and notes to identify emerging patterns and themes relevant to the research objectives. Using an affinity mapping approach, I organized insights into key categories aligned with Grab’s research goals.
The final research report was designed to be concise, actionable, and stakeholder-friendly. It included a combination of direct participant quotes, illustrative examples, and suggested design or strategic considerations tied to each insight.
I presented the findings to the Grab team, where the findings served as input for ongoing discussions around product direction and market strategy, providing foundational insight to guide future decisions.
Key Learnings
Iterative improvement through debriefs is crucial. After each interview session, I conducted quick debriefs with the team to reflect on what went well and what could be improved. This allowed me to refine the discussion guide in time, helping each subsequent session become more focused and effective.
During the user interviews, some participants occasionally strayed off-topic; it is important to bring them back on track. I learned how to gently steer conversations back to the research objectives without disrupting rapport, which is an essential skill for managing the timing of the sessions.
When my initial findings were reviewed internally, I received feedback that they were not actionable enough. This experience taught me to frame insights around stakeholder priorities, ensuring that each finding was tied to clear implications, opportunities, or next steps.
