This is how I attempted to redesign Dunzo’s purchase flow in order to increase the average order value & user retention

A case study on how I evaluated and redesigned the purchase flow of Dunzo app

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Table of Content

👋Introduction

• Problem statement
• Why did I select this problem statement

💰 Why did I focus on business metrics like average order value and users retention

• Average order value
• User retention

👨‍👨‍👦 How did I find my target audience?

📲 Understanding the Existing flow of the app.

📊 Comparison of original UI and redesigned UI along with the breakdown of the changes made.

🔍 How did I identify the problems, which methods did I use and Why ?

• Usability problems identified through Heuristic evaluation and self intuition.
• 💪 How Did I manage to tackle Solution backward problems/Surface level problems

📝 Creating the Hypothesis statements and Reason behind doing so

💭 Conducting secondary research to understand consumer behavior, business model, target users and to validate hypotheses

• Insights about consumers behavior towards online grocery buying.
• Insights regarding the quick commerce industry (business model, revenue sources etc.)
• Validating the hypothesis statements

📋 Conducting the Primary research to understand root cause of problems, finding new problems and to validate the hypothesis statement

• Process followed for Primary research
• Insights from the Primary research
• Validating the hypothesis statements

💡 Ideating the Solutions

• How did I overcome the obvious solution which came into mind
• Prioritizing the solutions and reason behind selecting the solutions

📱 Wireframing and Initial UI

• Preparing the low fidelity wire frames to get a rough idea regarding the placement of elements
• Preparing the High fidelity wire frame to get more clarity on placement of elements
• Preparing the Initial UI to test with the users

💻 Usability testing and getting feedback from the users

🚀 Preparing the Final UI considering the feedback from the users

🔑Key learnings

🎯 Problem statement

Evaluate the purchase flow of Dunzo Daily, from the Home screen to the Product detail page and redesign the experience while identifying opportunities to enhance the usability of the product for working professionals and students between age group of 18-35 to increase the average order value and user retention.

💁‍♂️ Why did I select this problem statement

• My mother and I recently went grocery shopping at D-mart. In general, we buy groceries like oil, ghee, atta, other packaged foods, and some beauty and household products like facewash, shampoos, and washing bars in bulk from D-mart.
• When we got home, we realized we had 😨 forgotten to buy dish washing bar and detergent powder from the store. Because we had already spent about 2–3 hours shopping, we were reluctant to go to a nearby grocery store and buy the products.
• I then decided to use the Dunzo, and because it was my first order, I received free delivery.
• After all of this, I realized that we didn’t use grocery delivery apps on a regular basis; we only used them when we needed groceries quickly and couldn’t get to the store.
• I was curious to see if other users were behaving similarly, so I decided to read some articles on consumer behaviour towards online grocery shopping and discovered that quite a few people were.

I dug a little deeper and discovered the following main reasons why people were not using these apps as their daily driver.

For faster deliveries, delivery fees are higher. They range from Rs. 20 to Rs. 50.

Users lack confidence in the quality and freshness of vegetables and fruits.

They are unable to bargain for the prices of fruits and vegetables.

They cannot touch or feel the quality of the product, which is especially important in the case of fruits and vegetables.

🤷‍♂ Because I shared the same concerns as the other users, I chose this problem statement and attempted to redesign the app’s purchase flow so that people would use it more frequently than before.

❓ Why did I focus on business metrics like average order value and users retention.

According to the financial statement for FY 2021–22, Dunzo’s revenue was around Rs. 54.3 cr while expenses were around Rs. 532 cr, resulting in losses of around Rs. 464 cr and a loss of Rs. 230 per order.

As a result, increasing the company’s revenue is critical in order to reduce losses.

The primary source of revenue for Dunzo, as shown in the diagram above, is commission from merchants for selling their products. As a result, it is critical to sell as much as possible in order to earn a higher commission.

🛒 Average order value

There are two ways to increase the sales

1. Selling more products to the existing users i.e. basically to increase the average order value
2. Increase the user base and sale the product to the new users

In this case, I chose the first option because it is more cost effective than the second option, which requires the company to spend money on marketing campaigns, promotions, and so on in order to increase its customer base. As a result, I chose Average order value (AOV) as my primary business metric.

🤳 User retention

It is critical for the company to retain its users; otherwise, it will have to spend a large amount of money acquiring new users through marketing campaigns and other means just to maintain the current level of revenue. Retaining existing users and acquiring new users will lead to profitability for the company.

👨‍👨‍👦 How did I find my target audience?

I conducted some research on the age group and occupation of the users and discovered the following articles to be useful in determining my target audience.

1. Times of India (https://timesofindia.indiatimes.com/business/india-business/more-buyers-click-on-q-commerce-e-cart/articleshow/94628717.cms)

2. JM Financial Institutional Securities Limited (https://www.jmflresearch.com/JMnew/JMCRM/analystreports/pdf/%5BJMFL%5D%20India%20Internet_Quick_Commerce_10June22.pdf)

According to the articles above, people between the ages of 18 and 35 are the most likely to use quick commerce apps.

This age group is primarily made up of students and working professionals.

As a result, I decided to target people between the ages of 18 and 35 who are either students or working professionals.

👍 Now that we’ve discussed the Problem Statement, let’s take a look at the Existing Flow to get a better understanding of the app.

👉 Let’s take a look at the comparison of the original and redesigned UIs, as well as a brief breakdown of the changes I made.

Click here to learn more about why these solutions were chosen.

🔍 How did I identify the issues, what methods did I employ, and why?

Now that I’ve decided on a problem statement, business metrics, and target users. The next step was to identify the existing problems in the app, for which I had two approaches.

1. To evaluate the app’s usability on my own
2. To visit the users and empathise with them in order to identify their needs, problems, and objectives.

👉 I first decided to do the usability evaluation by my self in order to identify the usability issue within the app. Based on the evaluation results, I can then conduct user research to understand the underlying causes of the identified issues and gain additional information about the target users.

📲 I chose heuristic evaluation to evaluate the app because it aims to present general usability principles applicable to a wide range of products and interfaces, and I also chose to evaluate issues based on my own identify intuitions.

👇 I decided to select each screen in the flow I wanted to evaluate using heuristics principles. Following my evaluation, I discovered the following usability issues.

Other usability issues

There is no way user can reorder the previously ordered products without going through the entire purchase flow again.

There is no way user can quickly and efficiently search for the product without typing in the search bar. (for e.g. if a person is at office or if a person is cooking and he wants to buy a particular grocery without spending much time on actually typing the product and then searching)

Other usability issues

There is no way for a user to compare different products based on their prices. It is common for products shown for searches to have different sizes by default, making comparison difficult until both products have the same base for comparison, such as the same size. For example, Coca-Cola and Thums Up have the same size of 2.25 ltr, but the Coca-Cola can is 300 ml; in this case, users will be unable to decide whether they should go for 2.25 Ltr or 300 ml.

💪 How did I deal with Solution backward problems and surface level problems?

When I was identifying problems, I frequently came across surface-level issues such as

• There is no Rating and Reviews on the app
• There is no filter option in the app etc

😨 The issue with these types of problems was that they were not the root causes. These were the issues that I deduced from the solutions. These types of problems frequently result in solutions that are also very surface level and do not address the users’ problems.

As a result, it was critical that I identify the underlying issues.

👇 To overcome this problem, I decided to ask more in-depth questions about the issue I was identifying; here are some examples.�To overcome this problem, I decided to ask more in-depth questions about the issue I was identifying; here are some examples.

Example 1

Solution backward problem > There is no ratings and review in the app

1. I decided to ask my self why ratings and reviews required at first place place, what is their use.

2. People use ratings and reviews before purchasing a product to determine whether it is good or not so that they do not make the wrong decision.

3. Why do people even judge the product? Because they cannot touch or feel the product, they are unsure whether it will be good or not.

💎 So the root problem here was that people couldn’t touch or feel the product. They are unable to trust the product and thus hesitate to make a purchase decision.

Example 2

Solution backward problem :- There is no filter and sorting feature in the app

1. I decided to ask my self why people uses filter and sort feature.

2. People use it to filter out items from a large selection of products.

3. why do even people required to filter the things :- When there is a wide range of products on the app, people want to narrow the results and find specific item that meets their criteria.

💎 So the root issue here was that when there was a wide range of products on the app, users were having difficulty identifying the products that suited their needs.

👉 Now that I had identified the problems through self-evaluation, it was critical that I validate those problems with users and determine whether the problems were real or just my personal bias.

📝 To validate the problems, I decided to create a hypothesis statement that included the problems identified as well as possible solutions to those problems, so that I could understand by validating with the users whether the problems and possible solutions were actually working for them or not.

👇 Following is the list of Hypothesis statements

Home screen

1. It is my hypothesis that The banner on the app is causing confusion among users because it implies that all deliveries are free, while in reality some deliveries have a fee. As a result, some users may be disappointed when they are charged for delivery, leading to negative customer satisfaction. Updating the banner to accurately reflect that some deliveries have a fee, or adding additional information about delivery fees , could improve customer satisfaction.(✅ validated through primary research)

2.It is my hypothesis that the lack of information about the quality and freshness of vegetables and fruits on the app is causing users to be uncertain about the quality of the products they are purchasing, leading to decreased customer satisfaction and reduced sales. Providing more information about the source and handling of the products, such as the date the product was received, could improve customer confidence in the quality and freshness of the products and increase sales.(✅ validated through primary research)

3. It is my hypothesis that lack of information about the quality and freshness of vegetables and fruits on the app is causing users to be uncertain about the quality of the products they are purchasing, leading to decreased customer satisfaction and reduced sales. Implementing a system for user reviews and ratings of the products could provide users with more information about the quality and freshness of the products and increase customer confidence, leading to increased sales.(✅ validated through secondary and primary research)

4. It is my hypothesis that incorrect placement of the ‘Add’ button is causing confusion among users, leading to reduced sales. Redesigning the layout of the section to group the products and their corresponding buttons together could improve user understanding.(✅ validated through primary research)

5. It is my hypothesis that small size of the drop-down icon for selecting variants is causing users to miss it and not realize that they can select a variant from this location. As a result, users may waste time searching for different variants through the search bar. Increasing the size of the drop-down icon or adding a clear label or tooltip to it could improve visibility of the variant button.(✅ validated through secondary and primary research)

6. It is my hypothesis that a voice-based search option can be added to the search bar to make search faster, since a user may not have that much time while working to manually type the product name while searching.(❌ Not validated)

Search Page

1. It is my hypothesis that lack of clear indication about the nature of the history (search or order) is causing users to confuse it with the order history. Adding a clear label or tooltip to the history section, such as “Search history” or “Order history,” could improve user understanding.(❌ Not validated)

2. It is my hypothesis that users sometime may feel it difficult to understand the product from the name , providing additional information about the product such as description or image could help the user better understand the product.(✅ validated through primary research)

3. It is my hypothesis that users sometimes find it difficult to identify the products on which good offers,discounts are going on, providing a list of highly discounted product would help users to find it very easily.(✅ validated through secondary research and primary research)

Search result page

1. It is my hypothesis that difficulty in trusting products that have not been used before is causing users to hesitate to make purchases. Providing more information about the product, such as through customer reviews, ratings, or detailed descriptions, could help users feel more confident in their purchasing decision.(✅ validated through primary research)

2. It is my hypothesis that use of the word “Customizable” just below the CTA button is causing confusion among users and leading them to believe that they can customize the product according to their needs, even if this is not the case. As a result, users may feel frustrated or disappointed when they are unable to customize the product. Removing the word “Customizable” could improve user understanding.(✅ validated through primary research)

3. It is my hypothesis that prominent placement of the discount sticker is causing the actual image of the product to be hidden. Repositioning the sticker or making it less prominent, such as by using a smaller font or a less eye-catching color, could help users better see the product.(✅ validated through primary research)

4. It is my hypothesis that prominent placement of the discount sticker is causing the actual image of the product to be hidden. Removing the discount sticker from the product image and displaying it in a separate location, such as in the product description or next to the price, could help users see the product clearly.(✅ validated through primary research)

5. “The lack of information about the prices of the different products for a similar base being compared is causing users to struggle with making informed purchasing decisions. Providing feature that allows users to adjust the prices of the products being compared to a common base for comparison, could help users compare the products more easily and make more informed purchasing decisions.(✅ validated through primary research)

Variant selection page

1. It is my hypothesis that difficulty in understanding the actual size of the product is causing users to be uncertain about the size of the product they are purchasing. Providing visual aids, such as images or a product sizing guide, could help users understand the size of the product.(✅ validated through primary research)

2. It is my hypothesis that lack of information about the savings made on each variant is causing users to have to do math and calculate the discount themselves leading to increase in customer’s effort to buy the product. Providing the savings amount for each variant in a clear and prominent location could help users understand the discount.(✅ validated through primary research)

3. It is my hypothesis that use of radio buttons, which allow only one variant to be selected at a time, is causing users to be unable to select multiple variants at once, leading to decreased efficiency. Adding a feature that allows users to select multiple variants, such as CTA button , could help users select the desired variants more efficiently.(✅ validated through primary research)

4. It is my hypothesis that requirement for users to go to the search results page in order to view the cart is causing an additional step that users have to perform, leading to increased frustration for the users. Adding a view cart button that allows users to access the cart from this page could help users access the cart more quickly.(❌ Not validated)

5. It is my hypothesis that a delete button can be added along with the “-” and “+” button because my assumption is that users have to click on “-” button every time he wants to reduce the quantity entirely which itself is time consuming ”. (❌ Not validated)

Product detail page

1. It is my hypothesis that limited product information provided, which includes only the country of origin and shelf life, is causing users to be uncertain about the product, particularly when trying new products that they have not used before. Providing more detailed product information, such as ingredients, features, benefits, and usage instructions, could help users understand the product.(✅ validated through primary research)

2. It is my hypothesis that limited product information provided, which includes only the country of origin and shelf life, is causing users to be uncertain about the product, particularly when trying new products that they have not used before. Providing product reviews or ratings from other users could help users understand the product.(✅ validated through primary research)

3. It is my hypothesis that lack of information about the freshness of the product, beyond the shelf life, is causing users to be uncertain about the safety of the product, particularly when trying new products that they have not used before. Providing more detailed information about the freshness of the product, such as the date of manufacture or expiration, could help users understand the safety of the product and increase customer satisfaction, leading to increased sales.”(✅ validated through primary research)

4. It is my hypothesis that lack of information about complimentary products on the product page is causing users to spend extra time and effort searching for complimentary products. Providing information about complimentary products on the product page, such as related or recommended products, could help users find complimentary products more efficiently.(✅ validated through primary research)

5. It is my hypothesis that lack of information about complimentary products on the product page is causing users to spend extra time and effort searching for complimentary products. Providing personalized recommendations for complimentary products based on user browsing and purchase history could help users find complimentary products more quickly.(✅ validated through primary research)

6. It is my hypothesis that lack of information about complimentary products on the product page is causing users to spend extra time and effort searching for complimentary products. Providing a related products section on the product page, featuring products that are commonly purchased together, could help users find complimentary products more efficiently.(✅ validated through primary research)

Now that I had the hypothesis statement in hand, I needed to validate it with an appropriate search.

🤔 Why did I choose to conduct Secondary research?

I decided to conduct secondary research for the four reasons listed below.

1. To get more understanding about the consumers behavior towards the grocery apps

2. To gain a better understanding of the target audience so that I can efficiently choose my target audience for primary research.

3. To get more understanding of how quick commerce sector works, what is the business model and what are the major sources of their revenue

4. To Validate the hypothesis statements

🧭 Insights about consumers behavior towards online grocery buying.

1. Quality of product, Refund procedures, delay of orders, Extra delivery charges were the main deciding factors for the users for using the grocery delivery apps
2. 1 in 4 Indian households that shop for groceries online is using Quick Commerce apps to buy last minute essentials and indulgence foods (LocalCircles.com)
3. Of those households that are using quick commerce or fast delivery apps, 71% are using them to purchase last minute essentials or indulgence foods.(LocalCircles.com)
4. 86% of those who buy groceries online say top criteria for them are selection, availability and value; for 8% it is fast delivery.(LocalCircles.com)
5. The push for consumer acquisition is currently driven by aggressive pricing. Around 81% of the respondents highlighted discounts and offers as the main reason to buy products using Q-Com. It is interesting to note that although the dependence on impulse buying and instant deliveries is high, consumers are not entirely evolved as their primary reason revolves around cost.(Grant Thornton).
6. Snacks (82%) and fruits and vegetables (68%) are the top two products ordered on Q-com portals. This implies that Indians are mostly using Q-com as a top-up service for their households.(Grant Thornton).
7. Delivery time and quality of the final product came out as the main concerns. Nearly 40% of respondents quoted non-adherence to the committed delivery time as their biggest pain point while another 33% of the respondents were irked by the quality and freshness of the products(Grant Thornton)

🧭 Insights regarding the quick commerce industry (business model, revenue sources etc.)

1. Quick Commerce is more dependent on refilling purpose and unplanned purchases rather than bulk ordering. Due to the area limitation of Dark Stores, number of SKU’s availability and baggage limits per, majority of the orders are below INR 600–700. A very small %age is contributing towards the order size greater than INR 1000.(https://www.kenresearch.com/)
2. It turns out that the biggest ailment of the existing online grocers has been that they have been unable to convince the consumers to buy F&V from them.(https://www.startupindian.com/post/quickcommerceinindia)
3. This business model typically involves a mother hub, distribution centre and last-mile delivery stores, or dark stores. Dark stores are usually 800–1,000 square feet warehouses that house around 1,000- 1,500 SKUs. Given logistics constraints across most Indian cities, these stores need to be located within a three-kilometer radius of dense consumption areas.(Grant Thornton)
4. Even with a conservative estimate, the cost of operating a dark warehouse is INR 1.5–2 lakhs a month. The average basket size across most Q-com orders values at INR 400, making the retailer spend anywhere between 50%-70% of the gross margin on delivery costs. With the increasing frequency of buying smaller quantities in every order and maximising deliveries, increasing the scale to offset unit economics become critical levers for profitable operations. (Grant Thornton)
5. Most platforms prefer to have a delivery radius of 1.5–3.0 km per dark store (JM Financial Institutional Securities Limited)
6. Optimal number of dark-stores required to operate in dense city like Mumbai are 100–125. (JM Financial Institutional Securities Limited)
7. Our sample survey of 31 items across different categories suggests that, on average, discounts offered by Quick Commerce players are significantly lower than those offered by Scheduled e-grocery players. This is because the key value proposition offered by Quick Commerce platforms is ‘Speed’ and ‘Convenience’. While discounts are also important, from a customer point of view buying products from a neighbourhood kirana store is a less lucrative option as most products there are sold at MRP.(JM Financial Institutional Securities Limited)
8. Last mile costs are particularly high for platforms that promise 10–20 mins delivery because they are required to maintain a very dense delivery partner network that impacts utilisation during non-peak periods.(JM Financial Institutional Securities Limited)
9. One of the challenges in the marketplace model of Quick Commerce is that platforms that generate demand and deliver the order to the customer have no control on the assortment, product quality & availability, and picking/packaging process. The model also has multiple cost layers due to presence of an inflated distribution network that, in turn, reduces the margins available for the platform. On the other hand, in the inventory-led dark store model platforms have complete control on product procurement, quality, inventory, and picking/packaging processes. Through investments in technology and data science, platforms can also refine their end-to-end processes, thereby improving their operational efficiency. As a result, barring the requirement for upfront investments, it becomes much easier for platforms to scale up in the inventory driven model while also driving better unit economics. (JM Financial Institutional Securities Limited)
10. Consumers in general prefer a one-stop shop purchase for all their grocery needs. Quick Commerce platforms are benefitting from this behaviour as their dark stores can carry a much wider assortment of 2,000–4,000 SKUs (including a much better mix of national brands and private labels) compared to a typical neighbourhood kirana store that generally carries only a limited assortment of 1,000–1,500 SKUs. As the platforms mature and their adoption widens, they can also enhance the shopping experience by crunching historical sales data and curating the assortment based on a particular locality, thus giving them an edge over neighbourhood kirana stores. (JM Financial Institutional Securities Limited)
11. AOV for most Q-Commerce players is presently ~INR 350–400 while gross margin is averaging ~15–18%. Given high operating costs on account of spends to maintain the physical store/warehouse infrastructure, and the fact that platforms are mostly subsidising the last mile delivery/packaging costs, we believe AOVs/margins at current levels are not sustainable and need to drastically improve from hereon for the platforms to build a sustainable business.(JM Financial Institutional Securities Limited).

🤔 Why did I choose to conduct primary research?

Since secondary research was primarily aimed at understanding consumer behaviour, business models, and revenue models, it was not specific to Dunzo; rather, it discussed the Quick commerce industry as a whole.

It aided in my understanding of the target audience and their behaviour, allowing me to select more specific users and ask more relevant questions of them.

👉 Click here to read the findings of the primary research.

The following is the procedure I used during the primary interview.

1. I distributed a survey form to users on various social media platforms, in which I asked brief questions about their gender, age group, previous experience with any grocery delivery apps, and a possible date and time for a personal interview.
2. Following that, I filtered the users based on my intended audience.
3. Then I conducted user interviews, and during the interviews, I followed these steps.

• I asked them to complete certain tasks on the Dunzo app while also turning on their video so that I could understand their behaviour based on facial expressions.
• After completing the task, I inquired about their feelings, needs, and whether they encountered any difficulties, among other things.
• Following that, I asked probing questions based on the task they completed in order to understand why they made certain decisions.
• Following the completion of the interviews, I gathered the relevant data and identified some new perspectives and problems, as well as validating some of the hypotheses.

Here are the few examples of task which I told them to do.

1. Adding a product to the cart
2. searching for the product
3. identifying the highly discounted items on the app
4. selecting different variant of the product
5. Reordering the previously ordered items
6. Identifying the coupon codes

Here are some examples of probing questions I asked.

• How would you identify a product whether it is through searching on the search bar or you look on the homescreen you explore categories and other sections
• How frequently do you buy the grocery from the apps
• What is your primary motivation of using these apps
• Do you exactly know which brand’s product you want to buy when you are using the app
• Do you buy extra products in order to get free deliveries
• What kind of groceries you order from the apps
• What did you understand by the word “Trending product”.
• What information you find it necessary when buying a product
• Did you face any difficulty in understanding the variant of the product
• What information you would to like to have while ordering fruits and vegetables
• How frequently do you use the reorder section
• How much important does discount holds while buying the grocery

👁‍🗨 Here are some important findings from my primary research.

1. Two users out of five were unable to identify different variants of the same product. They were searching for different variants on the search bar rather than tapping the drop down menu for variant selection. The main reason was that the drop down icon was too small to catch their attention at first, so they completely ignored it.
2. There is a description on the homescreen that says “free delivery in your Dunzo daily order.” The user believes that this applies to all orders, which is incorrect.
3. The user was not interested in the Home screen. Instead of unnecessary information on the homescreen, they felt that a reorder section would make more sense.
4. The user was unable to locate the relevant brand’s product.
5. Users were hesitant to purchase vegetables and fruits due to concerns about quality and freshness. Also, the user stated that he or she can bargain in the offline market.
6. The users were unable to add multiple variants at the same time.
7. For user it is important that from where the vegetables are actually getting purchased i.e. who is the actual vendor.
8. Users were unable to understand the actual size of the variant based on their unit measurement; instead, they estimated the variant size based on the price.
9. The user had difficulty selecting their desired brand’s product because there was no filter option, so they had to scroll down many items to find the exact product they wanted.
10. One user out of five stated that he does not consider brand when purchasing. He is much more concerned with the price of the product and chooses the brand that offers the cheapest product.
11. When users were hungry and didn’t know what to buy, they explored the homescreen.
12. Users were purchasing more quantity/product in order to receive free delivery.

📑 Click here to find out more about each hypothesis and whether or not it has been validated.

After validating the issues, I decided to move on to the problem-solving phase. I decided to begin by brainstorming solutions.

📌 How did I overcome the obvious solutions that came to mind?

When I was brainstorming, the obvious solution used to come to mind.

One issue, for example, was that users could not trust the quality and freshness of vegetables and fruits on the app.

The obvious solution I came up with was to have reviews and ratings, but that was not the only solution.

🤔 To overcome this, I decided to frame how might we questions such as “How might we make the purchasing process for products such as vegetables and fruits more trustworthy for users so that they don’t have to spend time going to grocery stores and purchasing them?”

Potential solutions I thought of

1. The location or farm from which the F&V are sourced can be displayed.
2. We can provide the F&V procurement date so that users can be confident that the F&V are fresh.
3. To indicate freshness, labels such as “Freshly procured” or “Organically grown” can be used.
4. Shelf life can be specified so that users understand how long F&V will remain fresh.

So this is how I decided to frame HMW questions for other problems as well, which are listed below along with potential solutions.

🤔 How might we make homescreen more usable for the users so that they can identify their desired groceries quickly

1. Details of previously ordered items can be displayed so that they can quickly reorder them.
2. Customizing the home page based on previous purchases by users, so that similar items can be shown, reducing user effort.
3. Items on which heavy discounts are available can be shown on the priority so that it is more visible to the users.
4. Seasonal items can be displayed on the home screen so that users can easily purchase seasonal items.
5. Essential items that are commonly used in every household, such as ghee and oil, can be prioritised on the homescreen so that users can purchase them quickly.

🤔 How might we make variant selection process easy and quick for the users so that they can find their desired variant of the product without spending much time for searching it.

1. Images of variants can be displayed to help users understand the size of the variant.
2. More context for the variants, such as how many people it will serve, can be displayed so that users have a better understanding of the variant.
3. More emphasis should be placed on the variant selection button so that the user understands that it is from there that the variant is changed.

🤔 How might we make buying process quick for the users so that they can buy multiple variant of the product at the once.

1. The option to add to cart can be given to each variant so that users can add multiple variants to the cart at the same time.

🤔 How might we show important information related to the products to the users so that he/she can make a buying decision

1. Detail information about branded products, such as ingredients and nutritional facts, can be provided so that users can make informed decisions.
2. Expiry dates for branded products can be displayed so that users can make appropriate product selections.
3. Ratings and reviews can be displayed to assist users in making purchasing decisions.

🤔 How might we make brands providing high discounts more approachable to the frequent users or the first time users so that users don’t miss the discount offers

1. “Brands you can’t miss” does not clearly convey the context; instead, different phrases such as “brand offering the best discounts” can be used.
2. The products with the highest percentage of discounts may be displayed on the search screen.
3. Products with the greatest discounts can be displayed at the top of the search results.

🤔 How might we help the users to compare between the different products irrespective of sizes so that they can take a informed decision.

1. Price per unit of measurement can be displayed, creating a common base for comparison among the various products.

👇 Since not every solutions can be implemented, I decided to prioritize the following few solutions that I could work on and the reasons why they were chosen.

For home screen

For search screen

For search result screen

For variant selection screen

For product detail screen

👉 Click here to see the solution I implemented

📲 Low fidelity Wireframes, High fidelity wireframes and Initial UI

After prioritising the solutions I wanted to implement, I began preparing the low-fidelity prototype to gain clarity on the layout and placement of the elements. While creating the Lo-Fi wireframe, I was inspired by how competitors solved similar problems.

After creating the low-fidelity wireframe, I decided to create a high-fidelity wireframe to see how changes would appear.

After making changes in Hi-Fi wireframe, I created the Initial UI so that I could test it with users and gather feedback to iterate on it.

📋 Upon finishing the UI, I decided to conduct usability testing to see if users could understand the changes and if the changes solved their problems.

Following are some feedback that I received after testing.

Users were unsure how much money they would save in each variant on the variant selection page.

Users were overlooking the Highly discounted offers on the search page because it was at the bottom of the screen

The user believed that the variant selection drop down menu was too small to be recognised.

Users desired information such as the product’s ingredients and nutrition on the product detail page.

The trending category was not relevant to the user on the search page.

Iteration

After receiving feedback, I decided to make the following changes to the Final UI.

I decided to replace the “Offer you can’t miss” section with the “Trending section” because users were skipping over the offers section, which was important to them.

I decided to include the amount saved for each variant so that users could compare the various variants and the amount saved for each variant.

Other changes made

• Increased the drop down icon for variant selection so that it is more visible to the users
• Increased the weight of the discount text so that it stands out from other information
• Changed “Bought together” section to “Frequently bought together”

👉 Here is a Prototype after considering the feedback

👇 You can also use the prototype by yourself buy clicking below

👉 Click here for the Final UI

⚡Key learnings

1. My main objective during secondary research was to validate the hypothesis statements, but as I read more articles, I learned more about consumer behaviour, business models, revenue streams, and so on, which aided in the primary search. Secondary research provided guidance for primary research.

During secondary research, I discovered that consumers were hesitant to purchase fruits and vegetables due to concerns about the quality and freshness. This aided me in developing questions and solutions to this problem.

2. During the app’s usability evaluation, I felt confident that I had done extensive research and that there would be no new issues that could arise.

However, after conducting primary research and assigning tasks to users, I discovered that there were lots of issues that I had overlooked during my initial evaluation.

I would not have been able to identify the new problems if there had not been primary research.

3. I was completely blocked during my ideation process at one point. I was getting only one or two solutions for a given problem, so I decided to ask the How Might We questions. It actually aided me in developing broader perspectives. It aided me in coming up with new ideas.

Thank you for taking the time to read through my case study. Please share any feedback you have!
You can contact me at uxridham@gmail.com or on LinkedIn.