Creating an experience for a daily Subscription Plan for Swiggy: UX Case Study
By: Aman Mathur
Tags: Hackathons, Food, Swiggy, Case Study, Subscription

Hey you, yes you, the awesome reader who has taken some time off to read this article about my case study, welcome to a case study where we tried creating an experience inside the Food Delivery App-Swiggy , to help users discover the feature, configure their subscription based on their daily needs and buy.

How it all began?

So recently I was a part of a UX Design Hackathon, conducted by Growth School, it was a 48 hours event where we were given 5 Problem statements and we have to chose one of them and make a design solution right from the scratch in the given time frame. Overall it was an awesome experience which pushed me to my limits and turned out to be a great learning curve.

Now I just wonder that even coming from engineering background why I never took part in hackathons?

Also there is a Surprise waiting for you at the end of the article. Nope, DO NOT SCROLL to the end just or you will miss the fun😁

Problem Statement & Reason for Opting it!

So our problem statement and the reasons why we chose it are as follows,

Due to the pandemic, a lot of people have been ordering food daily from Swiggy. However, Swiggy has noticed that most people don’t order every day from them. To make sure that these customers from Swiggy every day, they are planning to launch a food delivery subscription. Create an experience inside the swiggy app to help users discover the feature, configure their subscription based on their needs and buy

Why did we picked it?

All team members had a thorough knowledge about this product (Swiggy) as everyone had used it before. Food is something everyone can relate to and if you are living away from your home who wouldn’t like a hygienic food delivered at his doorstep with a hassle free experience? Given the time constraints, we ourselves could be the users and share the experiences that we have had previously. Comparing other problem statements, we thought it would take us more time on research to understand the core problems faced by those users.

🎬Action Plan:

In order to have a successful execution of the “ To-Do Things” it’s essential to have a roadmap and since we had to update our mentors about our progress after every 12–15 hours we decided to create presentations/notion documents about our project progress. Below are the steps which we took,

Choosing Problem Statement (Day 1)(3 hours) — Since it is a must and ample time should be devoted to it, we gave it sufficient time and completed this task well in time. Decided on responsibilities (Day 1)(2 hours) — As they say with great power comes great responsibility. Preparing for Presentation for Review 1 (Day 1) (90 Minutes) Desk Research (Day 2) (2 hours) — Though in such time specific events it is tricky to come up with responses but we collected whatever we could lay our hands upon. Primary Research (Day 2) (4 hours) — Again requires good investment of time but we decided to lay emphasis on it as a good research acts as a strong backbone for the design stage. Deciding on HMW (How might we) questions (Day 2) (30 minutes) — How we could reframe the problem statement. Deciding on the Subscription Model (Day 2) (4 hours) — We made 3 models and eventually decided to go with the feasible one. Wireframing and Prototyping (Day 2) (6 hours) — Covered both the Low and the High Fidelity ones after the initial paper one. Preparing for Presentation for Review 2 (Day 2)(90 Minutes) — This time rather than a ppt it was a notion document. Testing stage (Day 3) (2 hours) — We sent our wireframes to the users we interviewed and received their feedback. Video Preparation (Day 3) (4 hours)— We were asked to showcase our findings, research, design via a 7 minutes long video by screen recording.

“L et the cat come out of the bag at the end” 😁

12. Showtime (Day 3)— Final presentation!!!

Desk Research

It was mainly accomplished by two of the team members and we came to know about these points from our findings.

Slow recovery in the order demand for online food delivery is expected by August end, the overall orders for the year 2020 is expected to be 50%-60% lesser than total orders of 2019 The online food delivery market of India is expected to grow with a CAGR of 27.4% through the future period of 2019–2025 F India Food online delivery industry has recovered 75–80% of its pre-covid Sales. The online order volume recovery is much below 50%

Frequency of ordering restaurant food from food delivery apps after the coronavirus (COVID-19) lockdown in India as of May 2020.

Image Courtesy: Times of India

5. The future of online food ordering seems to be very bright as there is a continuous increase in urbanization.

6. Also, India has the largest population in the age group of 18–36 years which is also regarded as the vibrant and dynamic population has the potential of earning and spending more.

7. This will influence the habit of using online food ordering apps. Even, the events like IPL, FPL and KPL may put a positive impact upon the using of online food apps as during these events, lakhs of Indians especially youngsters remain stitched to their television for hours.

Primary Research

After secondary research it was time for the primary one as it will lay the foundation of the strategy and design part. So we sent out a google doc questionnaire which could help us in quantitative research and at the same time help us in identifying the right audience to interview, we interacted with 3–4 people and got to know about their views.

Here is a Quantitative Research Analysis (Online survey) in a form of a pie chart as collected from the users: