Swiggy Genie — Making the User Journey more magical (Part 2)
In the previous half of this article, I discussed the “Pickup & Drop” flow of Swiggy genie and shared my ideas on how the user journey can be improved. Below is the other half — here I cover the “Buy From Store” flow of Genie.
Swiggy has “Grocery”, why have “Buy from Store”?
Yes, Swiggy has a grocery ordering feature very similar to food ordering — there is a store listing and item catalogue for each stores from where the user can select and place order. Genie, however, addresses the unorganised part of this — there are many small kirana stores that are not online or don’t have tie-up with Swiggy. But these were definitely used by a lot of us for quick pickup of urgently needed or hard to find items , until lockdown happened. And that’s when Genie became relevant — people were willing to pay a small fee for quick pickups of things they buy from the trusted nearby store.
Part 2— “Buy Anything” Task
My approach involves 3 steps:
- Understanding the current state — User Journey Map
- Identifying Problem/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. Note: The Home Screen is common for both flows, so “Evaluation” step for both is quite similar in the journey map.
The problems identified in the map led to insights discussed below that then helped me redesign and improve the screens
Insights for each step
- There are no store recommendations based on user location, the map view does not have search or business listings.
- This means that the user has to know the store name or has to give an inaccurate pin location on the map
- If user selects a store, relevant information such as store rating / timings is missing are important store selection factors.
Overall, the assumption seems to be that the use know exactly where he is ordering from which may not always be true.
1. Item list is completely free text with no hint text to guide the user.
2. No item recommendations to reduce typing effort.
3. Pasting a list leads to all text being pasted in the same line. (If I have a multiline list of 5 items on my phone and i paste it in item1 box, all 5 get pasted as item 1 instead of getting pasted as 5 items in the list)
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: Google Maps APIs can be used to show business listing, store review and other map info.
Since we have moved “Saved Stores” from this screen to the main screen, recent searches should come on top when the user start typing
No change in this screen — If user taps on a popular store or recent store or Taps “Select” o a pinned store, this screen is shown.
Item recommendations can come from user’s past purchases, or popular purchases by other users. I have not added images to make this simple by keeping the item name slightly vague and not very brand specific. If this feature works well, images can be added later.
Wrapping Up
Thanks for reading the whole thing! — The Buy Anything flow was slightly longer and had more changes that the pickup flow in Part 1. You can view the prototype here:
https://xd.adobe.com/view/6715e00a-3a94-448b-8b23-ea0208375a9f-3246/?fullscreen&hints=on
Do you agree with my recommendations? What would you do differently? Please do share in the comments.