Swiggy Genie — Making the User Journey more magical (Part 1)
As Coronavirus spread throughout India, many businesses were adversely affected and were forced to rethink their business models. While people stayed indoors, the need for home delivery of product and services grew exponentially. Admist all this, Food delivery apps tried to find a sweet spot — while their food ordering business took a serious hit, delivery of essentials leveraging the same operational infrastructure opened up an opportunity. Zomato and Swiggy quickly introduced grocery delivery on their apps, but Swiggy went one step further : they launched Swiggy Genie to help people get essentials picked up & dropped off without having to set foot outside.
What is Swiggy Genie?
Swiggy genie has two value propositions:
- Pickup & Drop — Users can get anything transferred from point A to point B, without leaving their home. This is similar to what Dunzo offers.
2. Buy from any store — User can make a custom item list and Swiggy delivery partner can purchase and deliver it for them.
Sound simple, what’s the problem?
Swiggy Genie is relatively new and has its own set of challenges in the process of taking an order and then fulfilling it. Unlike food delivery where users select restaurants and food items from a catalogue without having to type a single word, setting up a pickup task for Genie involves a lot of text input. This adds ambiguity to the instruction, leaving it open for interpretation, increasing the room for error and increasing the turn around time due to all the clarifications needed. It also increases the time and effort needed on the user’s part to get something done.
In this two-part article I take a look at the user journey on Swiggy Genie for setting up a pickup task (part 1) and buy from store task (part 2). The intention is to understand the flow and improve it for a smoother and faster checkout process.
Part 1— “Pickup/Drop” Task
My approach involves 3 steps:
- Understanding the current state — User Journey Map
- Identifying Problems/Opportunities at each step
- Redesigned journey screens
User Journey Map
In order to empathise with the user and understand their pain points, I mapped out the user journey step by step from evaluation to checkout
The problems identified in the map led to insights discussed below that then helped me redesign and improve the screens
Insights for each step
- On the home screen, “How to use Genie” is not clearly explained
- Lack of quality assurance and trust images — Swiggy does have strong brand image but adding some reassuring banners might help activation of new users.
- No option to select multiple item types for package
4. No info on item weight/quantity limits or packing guidelines to assuage user anxiety
5. Missing order cancellation details
6. Upload photo feature is easy to miss — user might not understand why it is needed
Redesigned Screens
The UX changes recommended below are guided by two major principles: Minimise user typing, preferably making it optional and communicate transparently to address user concerns throughout the process.
Note: The “Setup Task” and add “Task Details” screens have been combined into one screen in the redesign
Wrapping Up
You can check out the prototype here:
https://xd.adobe.com/view/ea4c33ab-24cf-4b2a-909c-36ca591eab70-bf1f/?fullscreen&hints=on
The UX changes recommended above might seem minor but in my opinion, if propped with proper testing (eg. A/B testing CTA text; usability testing etc.) , feature usage and NPS metrics, they can be the foundation of valuable insights to build a flow with lower drop-off and improved conversion.
If you liked what you read, do check out the Part 2 — it is for the “Buy from Store” flow of Swiggy Genie.