Read how and why, we decided to introduce a ‘Quick Add’ feature to Zepto to increase AOV/ATV.
Hola, people of Medium, and .
I am Aryan Singh, and I am a learner in the field of UX design. I have been learning the principles of user experience from my mentor Anudeep Ayyagari, commonly recognized as UX Anudeep, an industry expert in the field of design.
The course contains multiple phases in which we learn and practice the skills required to become an industry-ready user experience designer. While working on one such phase, we were given a group assignment to come up with a feature using which the user can order multiple items that they buy regularly with the simple click of a button. This would greatly reduce the number of times a user had to search for an item to add to his cart.
Business Goal: To increase the Average Order Value/Average Transactional Value of a user on the app.
User Goal: To simplify the shopping process of users by bundling items frequently brought by the user.
The ‘bundles’ have been designed keeping in mind the past shopping patterns of the user’s behaviour. The feature has been placed in the first fold of the screen itself to ensure high visibility so that every user can discover the feature as soon as they launch the app.
An ‘Add All’ button has been added on the card itself so that the user who has familiarized with the feature once doesn’t have to open the card every time he wishes to order the same bundle. As soon as they click on the ‘Add All’ button, all the products in that bundle go to the cart directly as per the pre-selected quantities.
User goal 1: The user wishes to change the quantities of items that are pre-selected in the bundle.
- The user clicks on the card which redirects them to a page where they can view the products and change the quantity as well as add more products to the bundle as per their needs. This maintains flexibility and gives the user the freedom and control to choose products as per his needs.
- We used vertical cards to depict products instead of horizontal ones because they align with the existing UI of Zepto.
- A simple remove icon is also given on the top right corner of every card which will help the user easily remove the products they don’t want to order without any hassle.
User Goal 2: The user wants to create a new bundle of their choice as per their needs.
- To create a bundle as per their preferences, the user can horizontally scroll the bundle cards and a ‘create new’ card is presented in front of him.
- The user can also click on any bundle and then select the Create List button on the bundle details page. The user will then be redirected to name the bundle they want to create. After naming the bundle, the user will be taken to a page where some recommendations will be shown to the user on the basis of their purchase history.
- A search bar is also provided so that the user can search for the specific product they want to add to their bundle.
What happens if a product that is added to the pre-made bundles isn’t available for delivery?
- The user can click on the notify button and can proceed by adding all the other items to the cart. A notification will be sent to the user as soon as the product is available again for purchase.
- If the product that isn’t available is a dealbreaker for the user to buy, they can click on the add more button and can then search for a similar product to add to their cart. Also, as soon as the user clicks on the notify button, a screen pops up letting the user know that they will be notified once the product is available for purchase.
- Along with the pop-up, a few recommendations of a similar product are also given to the user so that they don’t have to put in extra effort to search for the product they want and then add the product to the cart which increases the user’s hassle.
Learnings:
- Following the existing UI of the app is extremely important because the user might get confused if something new suddenly comes up.
- Maintaining consistency across all screens helps.
- Reducing unnecessary steps in user flow is important.
- Giving freedom and control to the user for customization should be our primary objective.
- Giving the user the ability to recover from mistakes is necessary.
Participants:
As mentioned earlier, the introduction of this feature was a collective team effort and wouldn’t be possible in this way without the group members.
I would like to thank Rupak Bharadwaj, Swati Singh, Aalima, Marooj Ul Multaha, Soham Jain, Charu Bangyal, Brunda, Sanchita, Nitesh Madhavi, , and myself for putting in the efforts and even disagreeing and committing on certain things to make this feature possible within a short amount of time. This project was done on January 20, 2024.
What are your thoughts on this feature? Please feel free to write to aryansingh2398@gmail.com for any feedback on the project or drop your thoughts in the comments.
Have a good day.
