Brief: Swiggy Store provides e-commerce service where user can view and purchase the ingredients that goes into food products.
Note: Official Swiggy India team does not do this, This is just a concept that I came up with to introduce an e-commerce component into Swiggy’s existing business model.
Majority of users use food-delivery services like Swiggy, Zomato and Uber Eats on a regular basis.
Indians, who are not living with their parents, living in different states because of various reasons want to experience cooking process on their own but simply can’t, the following factors are the reason for this difficulties.
- Lack of knowledge on what items are actually being needed for cooking.
- Ambiguous and Overwhelming information is available for the same items on the Internet.
- Switching Applications to get items the user needs.
- Sharing private information on newer platforms during Onboarding.
- To provide a service to the user where they can get informed about the items they need to get started.
- Allowing user to view and order the items they need on the go.
- To help them retain their long-term loyalty to the platform.
Instead of overhauling the existing Swiggy Application to accommodate new service component, I will add a subtle and useful feature that binds the new Service component to the Swiggy’s main page, called Swiggy Store.
That will enable the user to view the items that go into all the Food items that are available in Swiggy’s restaurant menu, and then order those items individually from the platform itself using Swiggy.
This service will assist the user to interact with Swiggy Store and go through the items that they don’t normally encounter and let them see where they can use those particular items during the food cooking process.
Since I have no prior business knowledge, this proposed model is only created to get a pre-preliminary clearance of what we can actually do to set up this type of business,
I apologize in advance for any lapse or missing information or any sort of depth analysis of this process.
The proposed business model for setting up e-commerce is B2C, Business to Customer model, where businesses that sell these items and ingredients will be responsible for fulfilling this order. Swiggy will act as a platform where vendors post items that are available for sale and user will browse through the items and order and Swiggy will handle the transactional queries.
Based on Food vendors preference, they can opt for an in-house delivery system where they can employ their own delivery agents for fulfilling the order. In that case, they will be opting for Drop-shipping Method and Swiggy will be used as a marketing agency platform.
Alternatively, Vendors can utilize the delivery agents employed by Swiggy that are currently in use for the delivery of food items will handle the delivery of these newly added items and ingredients from vendors to the user.
I have researched the habits of people aged between 20–28 and the need for this type of service on a familiar platform.
And surprisingly, the unified platform is what the user wants instead of switching through multiple applications continuously.
Before moving forward with the Information Architecture and UX research, I have to establish Target userbase and market.
User: People aging between 20–31 years old who use Food-delivery services regularly but interested in cooking or any other alternative.
Market: Existing Swiggy’s user base in India.
We have selected young people as the users, who don’t have time to read the newspaper as their daily schedule is loaded fully. We chose this category of people to understand the pain points and their day to day challenges.
I have selected the people who are living remotely and are already been exposed to Food-delivery services.
Key Quotes directly from user:
“I want to cook but simply can’t, Don’t know where to start”
“I know it’s unhealthy, but it’s only option I got.”
“I wish I could do that! Maybe some assistance is needed.”
Based on the Initial Interviews and talk with potential users, I came up with a basic Persona highlighting the main points we can consider while designing the service.
Based on the interviews with participants and researchers, we have devised a definite pattern. It symbolizes the young people to use this app if it fits into their lifestyle and schedule.
Swiggy Store is one of those projects where I wanted to explore the process of UX Research specifically and how it translates to the actual design.
How we can implement a business component into the already popular application and enhance the experience of the user without compromising the services provided by the platform.
To achieve that, A properly defined structure is needed and it is impossible to create a good UX without a defined process and understanding our User-base.
- Research about the features and results of competitors.
- Select participants from different areas.
- Usability test of the prototype with users.
- Design direction.
- Explore more about the Business and Delivery models and how they get incorporated into e-commerce applications.
This project gives me an understanding that how difficult it is to introduce the small new feature into a reputed company.
I get to learn more about the Business Model, Delivery model and how It can influence a UX Process. learned about Personas, Information Architecture Process and how we can utilize them to make better decisions.
I have enhanced myself in understanding the broad spectrum of design, thinking about the limitations and empathize with the user to find out what they actually want.
Tools used: Adobe XD, Adobe Photoshop, Pen and Paper
Thank you for reading this case study, this is one of my first ones and there’s so much I need to learn in order to better my writing skills.
Do point out what I am lacking and I’ll try to improve it.