User Interface Evaluation of Online Ride-Hailing Services (Grab) By Using Usability

• Main Author: Yuandini, Syahasma
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/44239
• Institution: Institut Teknologi Bandung

According to Google and Temasek (2018), Southeast Asia’s internet economy reached $72 billion in 2018 and is on track to exceed $240 billion by 2025 across Online Travel, e-Commerce, Online Media, and Ride-Hailing, $40 billion higher than previously estimated. This is powered by a large, growing, and incredibly engaged internet user base. Indonesia has the largest ($27 billion in 2018) and fastest-growing (49% CAGR 2015-2018) internet economy in the region. Online ride-hailing services app has been growing significantly (39% CAGR 2015-2018) these past few years, especially in the Southeast Asia region. As a ride-hailing services app, one of the most important thing for Grab is to design a user interface that is user-friendly. The purpose of this study is to evaluate Grab’s user interface by using usability approach. In this study, the evaluation is limited to only GrabBike, GrabCar, GrabFood, and GrabDelivery features. As these features are the most frequently used features in Grab app, based on the preliminary study. The respondents involved in this study are people who are actively using their phone in their daily activities and limited to only university students in Bandung. In this study, the Questionnaire for User Interaction Satisfaction (QUIS) is used as the only usability evaluation tool. Overall, the average level of satisfaction shown from the responses given by users for each features is in the range of 6.7 - 7.3 on a scale of 1-9. In other words, user satisfaction for Grab’s user interface performance is quite high and implies that Grab has a high level of usability because it ables to meet user expectations with good product performance.