Joyce Gaspersz, 6 Years Develop Product Strategy Grab with a Hyperlocal Approach

Adhering to the guidelines of 'to be a useful person to others', Joyce persists and thrives in Grab Indonesia for more than 6 years, to provide the best services that Indonesians need in their daily lives. With her strategic role, Joyce is in charge of digging deeper into customer behavior in Indonesia, as well as ensuring that the products and services offered can benefit the Indonesian people.

Since first setting foot in Indonesia in 2014 until now, Grab has been transformed into a super application, which offers a variety of services to help people's daily lives. Joyce Gasperz, being one of the figures behind the growth strategy of one of the giants ride hailing in Southeast Asia since 2015.

Act as thought-partner behind the service growth strategy Grab Indonesia, Joyce adopted Strategy hyperlocal in exploring community needs. Given that each region has different challenges and Grab is here to help overcome these challenges. Strategy hyperlocal it becomes important to find point bread community, which will then produce data that will be processed and produce a service or product that is ready to be launched.

“We want to hear directly from users, what they need and the challenges they face on a daily basis. From these things, we will dig deeper through various researches, which then become our reference for building the right products and services. The goal is to ensure that the products we launch are right on target and useful for the people in the area,” added Joyce.

Joyce's Journey Together Grab Indonesia for more than 6 years

Along with DailySocial.id, Joyce shared his challenges in building a service strategy Grab Indonesia for more than 6 years. According to him, the main challenges faced in every decision made during a career in Grab is to know what is the need for the community and produce a product and service that can help people's daily lives, without exception.

One example is when Grab wants to serve corporate customers to finance the business trips of its employees. Through insight which is conducted, Grab finally launch the service GrabforBusiness, in order to provide convenience to corporate consumers. Through this example, Joyce expressed, “the main challenge is always the same, we have to understand the obstacles they face. So with the technology services we offer, we can be closer to them and useful for their daily use.”

apart GrabforBusiness, Grab also has a variety of other services that help people from various sectors, for example through applications GrabMerchant. Where, one of the sectors that benefit the most is the Indonesian MSMEs, which are the go digital and able to increase turnover by working together as a merchant Grab Indonesia. All of these services are obtained based on results insight obtained from the strategy hyperlocal.

Joyce's Leadership Style as a Women's Leader and Gender Equality

As a female leader who has an important role in Grab, Joyce admits that she was inspired by the woman behind her establishment Grab, namely Co-Founder Grab, Hoo Ling Tan. To the DailySocial team, Joyce explained that one of the reasons for his presence Grab is so that women can feel safe when using transportation. That value also makes Grab can develop like now.

Merchant partners GrabMart in Medan which is helped by the presence of an application GrabMerchant

It is an honor for Joyce to be a female leader who can contribute ideas and aspirations to the Indonesian people Grab Indonesia, which also produces a product and service that people can use today. Discusses gender equality, work environment in Grab Indonesia itself has also implemented values ​​that support this, for example by providing maternity leave for both mothers and fathers. Besides that, Grab Indonesia also has a community for women namely Women@Grab which aims as a forum for women who can work personally and professionally.

Recommended Book 'Growth Hacks' for Startup Businessmen

In building a growth strategy Grab Indonesia, Joyce stated that understanding the needs of the community and the challenges it faces is the main key Grab can develop and become closer to consumers. Through an exclusive interview with Joyce, he shared two recommended books that can be used by the public to gain a deeper understanding of the 'growth hack', namely Hacking Growth, by Sean Ellis & Morgan Brown and Inspired by Marty Cagan.

“The two books tell how business people explore consumer needs and use technology consistently according to consumer needs, which can be used in companies that are still in their early stages, or growth stages It is important to consistently ensure that the products delivered are indeed useful for their users,” he explained.