Ajmal Afif

Grab is a prominent super app in Southeast Asia, offering services such as ride-hailing, food delivery, and digital payments across multiple countries in the region.

In my role, I focus on improving the user experience through my contributions to the GrabIdentity and Integrity teams. Key projects include:

• Family Account: As the design owner, I led the Family Account initiative through multiple phases. The foundational phase introduced core functionalities, enabling family members to independently book rides using a shared family payment method, while allowing admins to monitor their journeys in real-time. Subsequent enhancements empowered admins to book rides on behalf of family members, especially those who are less tech-savvy, further improving accessibility and convenience.
• Guest Browsing: I collaborated with cross-functional teams to design a feature allowing users to access Grab’s services without requiring an account, making Grab’s services more discoverable and accessible.

Beyond these projects, I worked on identity solutions that balance seamless user onboarding with robust account security, enhancing the overall platform experience.

Previous roles
Contributed to the early development of Grab’s official Design System, ensuring cohesive user experiences across Grab’s platforms. Integrated behavioral science principles into design strategies, co-leading internal initiatives such as Nudging Responsibly and the Gamification Playbook.

Aviva is an insurance, wealth, and retirement business, serving customers in the UK, Ireland, Canada and during my tenure, Singapore. Deliverables include creative briefs, UX journey maps, wireframes and clickable prototypes.

Global team
Multiple projects across the regions like Hong Kong and London. Regular design reviews with global team leads.

Kaodim is a “marketplace for servicing” SaaS app. I was leading a team of two designers and was responsible for the web app design, as well as customer and vendor mobile apps (both iOS and Android).

• Responsible for designing for Kaodim iOS, Android and web app experience.
• Responsible for creating and maintaining Kaodim frontend styleguides.
• Frontend design and development in Ruby on Rails.

Billplz is a payment software that provide services for merchants to collect payment faster. Responsible for designing and developing responsive design for the product in Ruby on Rails.

VLT Labs is a startup studio focusing on kickstarting new startups in South East Asia region. Delivered approximately five public-facing projects and two internal ones; most were developed using Ruby on Rails, while two utilized the Shopify platform.