Shipped
Grab is Southeast Asia’s leading all-in-one super app, connecting millions of users with rides, food delivery, groceries, parcel delivery, and more.
To improve the safety experience for women drivers, I worked across multiple product touchpoints to help them feel safer and more confident driving with Grab.
My role
Product Strategy
Research
End-to-end visual and interaction
Design
Timeline
Revamped SOS
Q1 - Q2, 2025
Safety Onboarding
Q2 - Q3, 2025
Driver First Responder
Ongoing, 2026
Women Preferred Toggle
Q1 - Q3, 2024
Platform
iOS
Android
Grab Driver app helps millions of driver-partners across Southeast Asia earn and manage their work.
Background
It's not simply about feeling safe. Safety influences whether women: sign up, choose when to drive, continue driving
Safety concerns
64%
Lack of benefits
23%
* Note: Respondents allowed to select up to three barriers
Findings
Data also suggest that our women drivers
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Access without proper clearance is strictly prohibited and may lead to serious consequences.
By continuing, you acknowledge that you understand the sensitivity of the material and agree to handle it responsibly.
…
You really don’t follow instructions, do you?
CURIOUS?
Discovery
Deeper insights
Before jumping into design, I needed to define what success would look like. For years, Grab measured safety with a single metric: the P1C incident rate. It's the percentage of rides with a critical safety event. But a low incident rate didn't tell us whether women drivers actually felt safe.
So I unpacked the concept of "feeling safe" into three measurable dimensions, the 3A framework by partnering with our data scientists to investigate safety across Southeast Asia.
Metrics
Goal
Explanation
Assistance (P0)
Get help when they need it
Successful Assistance (but not redirected by Grab or did not respond to Grab yet)*
Adoption (P0)
Engage with safety features before problems occur
% of users who have adopted into x features, where X is defined based on the number of features we consider as optimum
Awareness (P1)
Know safety tools exist and how to access them
% of users who interact/click on safety related screens
I also talked with women drivers and followed their journey. Their stories pointed to the same four moments where confidence breaks down.
Reframing
That changed how I framed the problem. The opportunity wasn't simply to prevent more incidents. It was to reduce uncertainty before a ride, give drivers more control during it, and make help easier to reach when something goes wrong.
Redesign
Rather than building a single safety feature, I designed confidence across the entire driving journey from onboarding, to every ride, to what happens after an incident.
Shipped
Before the first trip
Instead of expecting drivers to discover safety tools when they needed them, we introduced them upfront to build confidence before the first ride.
Shipped
Before pickup
Shipped
In transit
A standalone SOS button gives women drivers a direct call to a Grab Safety Agent.
See what will be shared with the Safety Team and what happens after you trigger SOS.
One tap connects drivers to the Grab Safety Team, followed by a confirmation after the call.
Ongoing
In an emergency
it's currently in exploration with a live POC experiment. As the work is still confidential, I can only share the thinking, not the outcomes.
This document is classified and intended solely for authorized personnel.
Access without proper clearance is strictly prohibited and may lead to serious consequences.
By continuing, you acknowledge that you understand the sensitivity of the material and agree to handle it responsibly.
…
You really don’t follow instructions, do you?
CURIOUS?
Impact
What started as a way to give women more choice and peace of mind became part of Grab’s broader Women Driver Programme, and was spotlighted during International Women’s Day in 2025 and 2026, helping make driving safer and more accessible for women.
New women drivers
+40%
More women joined Grab and started earning in 2025.*
Existing women drivers
1.7×
Women drivers shifted from delivery-first to accepting more passenger rides after launch.
