Drivers and passengers weren’t sure where to access our safety tools. Here’s what we did

We’ve rolled out a new visual onboarding experiences for our driver-partners and passengers across Southeast Asia this month: an Instagram Story-style sequence designed to remind users about our safety features and how to access them.

Here’s what prompted us to look into this: Roughly 24 per cent of passengers in Singapore and 18 per cent across Malaysia, Indonesia, and the Philippines were not aware that Grab offered in-app safety tools. Among drivers-partners, many weren’t certain what some of our safety features do. 

The features were there but people just didn’t quite know about them. 

Raising awareness of our safety features 

Instead of burying safety education in text-heavy menus and post-ride screens that everyone ignores, we’re bringing visual, contextual education to the exact moments when users are most receptive.

For drivers, that moment is right after tapping “Go Online”, when they’re focused, prepared to earn and mentally ready to absorb critical information. 

For new driver-partners, returning ones who have redownloaded the app and those who have never interacted with the Safety Centre, we’re hitting them with a visual sequence (think Instagram Stories) that plays immediately before they reach the job screen. 

They will see two quick cards: one showcasing the Safety Centre, another explaining what the SOS button actually does (depending on the market, it alerts Grab and Emergency Contacts or the police).