Redefining the Food Delivery Experience with Scheduling Orders and Subscription Meals—UX/UI Case study
Project Brief
This was a task given by the design team at Razorpay as a screening test for their summer internship program. I’ll be walking you through the case study, explaining how I came up with a solution for the problem.
Task Description
A lot of people depend on food delivery services for their meals. During an open-ended research, it was revealed that a lot of regular users feel that while there are a lot of options for them to order from, there’s a gap between when people have time to order food vs when they actually want food on their table.
The product team wants to solve for this disconnect by building a feature to schedule orders and extend it to create weekly and monthly subscriptions.
Constraints
- I had to decide between Swiggy or Zomato & follow their design ideology, UI patterns and ensure that the feature finds a logical place within the information architecture.
- Tight deadline
- No real time interaction with people for research and usability testing due to covid-19.
Research
Before starting with the Design Process..
I brainstormed on these questions:
- Why this feature of Scheduling Orders and Subscription Plans is needed?
- What impact it will create and how it will be beneficial for the business and users?
The research was done with 5 people through a 1:1 phone call, working in small to large companies across India to diversify the research.
Questions which were asked to the User’s
- Which meal of the day you are most likely to skip and why?
- Which meal of the day you are most likely to order?
- What are the essential factors you take into consideration while ordering for food?
- Average amount spend by you on a meal for every order?
- How did you order your food before food delivery apps?
- Describe your experience of ordering food with the current services?
Insights from the research
- Breakfast is the most skipped meal of the day
- Lunch and Dinner are the most ordered meals of the day.
- Budget and timely delivery of the order, which food will be delivered to the user’s within the shortest duration of time are essential factors taken into consideration while ordering for food.
- Budget for meals— Minimum: Rs 300/meal and Maximum : Rs 1000/meal.
- Before food delivery apps, user’s ordered for food through the saved pamphlets of restaurants and through the local tiffin services.
- Delay of order from the estimated time of delivery is the major concern.
User Persona
Based on the insights from the research, I defined the user persona as it can be really helpful in terms of role-playing especially when it comes to testing. Also it makes the project feel more real and remind me the needs and frustrations of real users.
User Story
Pain Points
- There’s gap between when people have time for ordering food and when they actually want food.
- Delay in orders from the estimated time of delivery.
- Too many options to choose from, leads to decision fatigue when it comes to ordering food.
- User’s don’t want to skip their meals.
- User’s want food delivered to them with the best available offers.
Pain Points into How Might We questions
- How Might We help users to get their meal delivered to them on time?
- How Might We help user’s to discover food according to their liking?
- How Might We help user’s to find food that fits into their budget?
My Assumptions
- User’s who order food daily are working professionals.
- User’s can schedule their order within the 24 hours of the day on which they want their order to be delivered.
- Subscription meal plans are only for single user’s.
- Since they are working professionals, they don’t want the hassle of paying everyday and want their order delivered to them on time and will be conscious of budget.
- This would be an extended feature of the Swiggy app ( as mentioned by Razorpay) and it’s name is Swiggy Craver.
Sitemap for the flow
Scheduling Meals
- Existing flow for discovery of food and adding items in the cart.
- In View Cart, user’s can have a look at their order summary and schedule their delivery according to the time that fits into their schedule.
- The added feature of scheduling delivery fits into the existing UI and there is minimum to no new learning curve for user’s
Rescheduling Meals
- User’s can access their scheduled orders from the Account.
- User’s will get notified 30 mins before the scheduled order is sent to the restaurant, so that the user can make some changes if they want to.
- User’s can only reschedule their order once within the 24hrs after they place the order, to avoid un-necessary cancellation and rescheduling of orders.
Subscription Plans
- Introducing the new feature “ Swiggy Craver” and highlighting it’s benefits.
- Adding Items to the cart
User’s can add their favourite dishes from their favourite restaurants in the subscription cart.
In-app guidance will assist the user at every step, so that they don’t feel lost.
- It helps user’s learn by doing.
- It is more engaging.
- It provides value upfront.
- Actually carrying out the actions and task helps user’s grasp the feature quicker and reduces the cognitive load of user’s.
- Swiggy will recommend meals to the user’s according to the items added in the subscription cart by the user.
- This eliminates the chances of user’s getting a meal with which they are not satisfied.
Use Cases
- With Pre-plan Your Meals, user’s can pre-plan their meals for specific days
2. User’s can select specific days for Veg and Non-veg meals respectively.
3. Setting a day budget ensures that the food provided as the meal of the day does not exceed the user’s budget.
4. Set the start date for the subscription and the time period ( 7days, 15 days, 30days ).
Meal Of The Day
- User’s will get a specific sound alert to inform that their meal of the day is ready and they can have a look at it, to confirm the delivery.
“A great push notification is three things: timely, personal and actionable”— Noah Weiss
- Conditioning doesn’t only happen with things that scare us, conditioning is a natural process that our brain undergoes when faced with repetitive sensory information.
In psychology, sound conditioning is defined as:
A process in which a stimulus that was previously neutral, comes to evoke a particular response, by being repeatedly paired with another stimulus that normally evokes the response.
A classic example of sound conditioning is the Pavlov experiment
- In our case listening to a specific sound minutes before meal hours, evokes a sense of feeling that our meal is ready, the user has to look at their meal and confirm it and it will be delivered to them on time.
- User’s will be notified about their meal of the day and provided with other options if they are not happy with their recommended meal of the day
- If the user is not happy with the meal recommended to them, they can explore other options
- Explore now consists of two options: 1. From your cart & 2. Recommended by swiggy
- Recommended by swiggy allows user to step out of their comfort zone and try out new things.
- Recommended by swiggy will be on the basis of: Popularity of the restaurant, number of user’s that order food from that restaurant and the most ordered item.
Active Subscriptions
- User’s can access their active subscriptions from Profile and can have a look at what order they received on a specific day of the subscription period.
Item Not Available
If the searched item is not available, Swiggy will recommend other restaurants, where user’s can find their searched item
Metrics To Consider
- Number of people subscribing to the subscription plan.
- Average number of people happy with the food recommended to them.
- Average number of people, exploring other options for their meal of the day.
- Average number of people opting for recommended by swiggy meal.
- Average number of people scheduling and rescheduling their orders.
Business Opportunities
- Retention of users
- Increases revenue
- Targeted offers to specific set of users.
Retrospection
In hindsight, there are a bunch of things I would do differently or rather add to improve the UX, if time was not a constraint.
- Coming up with different iterations for the solution
- Testing of the prototype to find out how user’s interacted with the prototype and the amount of time users had stopped to understand the next steps.
- Usability Testing would have helped in finding out potential flaws and reiterate according to it.
Thankyou for reading till the end!
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