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I am a User Experience Designer
to
EXPLORE MODE
A smoother experience while ordering & before ordering too!
Introducing
Let's have a look at
our usual food
ordering process..
DECISION MAKING
FOOD ORDERING
PICKUP
DELIVERY
My User Survey findings
of the users think that decision making is very difficult & time taking while ordering food
67%
ABOUT THIS PROJECT
The elaichi in my biryani
Deciding what to order & where from is definitely the elaichi. This project is about making the food ordering process seamless by providing assistance to the user in decision making in the most exciting way possible.
ROLE
User Research
Visual Design
UX Design
Design for Marketing
PROJECT TYPE
Individual
TIMELINE
Mar'22-May'22
TOOLS USED
My Design Process for this project
01
User Research & understanding the current model of Swiggy
Discover
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Define
Defining the problem & cognitive mapping
02
Ideate
Finding the best possible ways to solve the identified problem
03
Design
Taking further the most viable solution
04
Implement
Implementation & Iteration
05
The Problem explained..
The longest part of the ordering process for every food item on a meal ordering app is decision-making.
As a result, people frequently place repeat orders for the same item from the same restaurant or choose not to place any orders at all. Users often don't "experiment" with unfamiliar or untested foods and restaurants because of trust issues. All of this can occasionally make ordering food incredibly boring. In the end, people order from the popular restaurants the most while they ignore alternative options.
Additionally, even if the user makes an effort to find new places, the procedure is time-consuming and frequently unproductive.
As delicious as the current Swiggy experience is, it's currently not designed to assist the user in decision making
- The before-ordering experience of decision making creates strain which hampers the while- ordering experience too. Swiggy is currently not designed to assist the user in deciding what to eat - Also, Swiggy is currently designed for focused ordering (when a user knows that where they want order from and what they want to order) and there are no prominent features other than ratings to encourage a user to try new restaurants. - There is no way for a user to check on Swiggy if they can order from a certain restaurant, most of the user’s trust is built when they try any restaurant offline or if a friend recommends. Otherwise they just have to order from a new restaurant with fingers crossed.
Cognitive Mapping
My Solution
Design an experience which let users explore a variety of dishes & not remaining stuck on your regulars
Forget your safe-to-order-from place
Not only speed, but improving the quality of decision making too
Accelerate decision making while ordering
Design a fair ground where what's yum is popular
Helping small scale/new restaurants grow
Let users try new restaurants without worry, we do the heavy lifting
New or old.. always yummy
Useful & fun features
More exciting features to increase user engagement
The Feature List
#1
Dishes>>>Restaurants
While there is a very focused list of restaurants for ordering food in the normal mode, the ‘Explore Mode’ provides the user with dishes on the page listed inside very exciting categories. This allows the user to explore new dishes while not being stuck on visiting the same restaurants again & again.
Also, a list of restaurants does not give the user any motivation to open its menu but an attractive placement of delicious dishes with its pictures does.
'When life sucks' food
A universal mood lifter category
#2
Exciting personalized categories
Dishes are placed inside very exciting categories which
can be customized for different users:
Food for a Sunny mood
This is a personalized category based on the user's current location which in turn tells the weather
Price Saver Combos
This is a personalized category based on the user's previous orders & suggests price cutting deals
Trending dishes for the week
This category includes the dishes that customers order the most frequently.
Aapno Rajasthan
This is a personalized category based on the user's current location
Healthy food
A universal category since health is so in trend these days
#3
Surprise me
By clicking on the ‘Surprise me’ button, a surprise dish or combo appears to the user. Users love surprises and this helps promoting new restaurants & dishes.
Added items to Cart
Option for comparing prices
#4
Comparing prices to get the best
It happens often when we added certain items from a particular restaurant to our cart but now we want to compare the prices of the same or other items from another restaurant but that gets too tough when you have to remove the items of your cart & add other restaurant’s items keeping in mind the price of previous items.
Wait wait wait! we got you covered
Select another restaurant to compare
Added items to cart
Cart
Dashboard
Compare prices from selected restaurants
#5
Reassuring the user
Images are important
Images are important
Images influence the choice of a user and impacts the user journey so I added images for every dish & restaurants
Swiggy Community
Why Swiggy Community?
Users tend to trust their friend’s recommendations while ordering food. According to my User Survey, 89% of the users trust their friend's recommendation. Swiggy Community is the best way to connect users and help each other make better decisions while increasing the app’s engagement too.
#6
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Creating a Profile on the Swiggy Community
Every user has to create a unique profile to join the Swiggy Community and access its features. Although it’s not necessary to create a profile for logging in. The application asks for creating a profile later after logging in
Blocking a User
What if I don’t want someone too see what I am ordering? Swiggy community offers the feature of blocking a contact very conveniently when you don’t want them to see what you are ordering.
Moreover, you can unblock them whenever you want to OR NOT
Swiggy Polls
This 1-minute poll will ping your friends to send their opinion for ordering from a certain restaurant.
Answering the poll
In return, your friends will get instant gifts & vouchers while increasing app engagement.
Writing reviews
A win-win for both parties
When you write a review, you get points and vouchers and it helps other people choosing a certain restaurant
How would users start using these features?
PROMOTIONS
Promoting new features on the Swiggy Homepage
Promoting new features using popups
If a user scrolls for long, a popup will appear suggesting the user turn on the ‘Explore Mode’ which will help the user in deciding what to order.
Promoting new features using micro animations
Promoting new features with cards
Promoting at the launch of the app
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