Swiggy Scheduled: Order Your Favorite Food In Advance

Overview

This is the documentation of the Design task given by Razorpay for a summer intern role.

Problem Statement

A lot of people depend on food delivery services for their meals. During 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, they don’t tend to have time on their hands when they actually want to order food.

What’s different in this experience?

• Users can now schedule their orders by taking a weekly or monthly subscription.
• Postpaid service: Users can pay at the end of the week or month of all orders.
• Restaurants receive the order at the time set by the users, then they start preparing.

Different Scenarios:

• A college student wants to schedule only hours prior when he got bored with the mess food( sometimes in a week)
• A software engineer who lives alone far away from home wants to schedule a weekly timetable (health conscious, many times in a day, can edit anytime when required)
• A sister wants to schedule an order for her brother’s upcoming birthday celebration (one time only)

I would be moving ahead with a scenario — 2 i.e., multiple times a day and week as if I’m able to solve this one, others will be automatically considered in this.

What is happening currently?

Imagine a boy living far away from home and he has work from home. He knows little about cooking but doesn’t have time to cook food daily. For most of the meals, he depends on food delivery. Sometimes he misses the meal on time because of the tight schedule. He daily has to take some time to order food sometimes just before important work. Have to spend lots of time going through a list of dishes and decide what to eat today.

Major Problems faced in these scenarios

• Consumes lots of time to select what to eat today
• It’s frustrating to order and wait when you’re extremely hungry before every meal
• Unorganized way of placing orders and spending money
• No fixed schedule, Place order when feeling hungry.

User Research

To validate these assumptions I did some research. I performed user surveys with around 30 users and gathered insightful information from their responses, thought patterns, and feedback, which helped me present a clearer result. I’m attaching the link to the survey form: https://forms.gle/g2RTAfLmYKGCi1QN8

Why am I doing this?

• For Finding more pain points and need
• Validate assumptions

What do I want to know?

• How frequently do they place food orders?
• What frustrations do they feel to order daily?
• What are their favorite foods which they order regularly?
• What advantages do they expect from weekly or monthly subscriptions?

Insights of a user survey

• Despite a lot of reasons to order food. “Ordering food is much easier” is the major reason of many people

• The majority of people even have a reliable food supply. They are most likely to order every week.

• When asked about subscriptions, so they likely to be able to plan their orders ahead of time. It is considered a must-have feature by the majority of them.

The survey revealed more on what the consumer expects from this new functionality, what they’re most interested in, and how they expect it to be implemented.

Affinity clustering

Introducing Swiggy Scheduled

Users can conveniently schedule and review planned orders for subscriptions. I moved the search bar to the home page and placed the subscription in the second position of the bottom bar. To get the user's attention easily.

How people can subscribe:

Just by selecting the second option on the bottom bar. Users can easily subscribe to weekly or monthly subscriptions.

Improving the Payment experience

Initially, I considered making payments through UPI and other methods. It is used by most users, mostly young people who do not have credit cards. Many teenagers use their family members’ or friends’ credit cards after being asked about it. However, if it needs to pay jointly at the end, it should be on credits from a business standpoint. As a result, keeping in mind the range of users

Final Decision :

Payment via Credit card. Users would be notified via mail or message three and one days before their payment due date. They have the choice of paying by other means also. If not, the balance will be deducted from the credit card automatically. This can solve the issue of limited payment methods.

How people can schedule their orders/ food items

Users can directly schedule the food items just like they place an order, selecting items from the home page. I don’t want to increase the steps, so put the schedule option in the process of placing orders. So, users will not feel strange about this new feature of scheduling food items.

Users can also check the Scheduled orders on particular days and can also reschedule the order.

Creating multiple carts

Why?

People often order similar items and if something is their favorite they order it more than once. By fearing that they will forget items, they can add them to the cart. Just like all the items that should be ordered on bday is on one cart and breakfast is on another cart. Then it will be easy to find the items rather than search every time. Also, the User can directly schedule the particular cart multiple times.

What if the scheduled item will not available at that time?

How receiving orders working currently?

Restaurants receive the order at the time set by the user and then they confirm the order as per the available items.

Problems in this-

~Notifying about the non-availability of an item at the time of order placement will frustrate users. Users wouldn’t get time to replace an item with something else. They consider this as really poor service and may drop the subscription if it happens many times.

~Resturants miss the opportunity to serve well. Facing this multiple times leads to losing a lot of money.

Brainstorming over this problem:

So, the major problem is of time. Restaurants will receive the orders a day or an hour before. As a result, Restaurants have a chance to meet the demand for the unavailable items, and if not users will notify early. It decreases the frustration of users and they get time to swap an item with something. Restaurants can also recommend similar items available.

But no, this is not the best idea. Problems facing in this: This solution is good when customers are less and restaurants receive very few order which they can analyze it easily (but this doesn’t happen in many restaurants cases). Also, if considering the need for every item, Restaurants don’t want to focus more on less selling food items.

Why item is non-avaible? Raw material, High demand, Direct labor, Factory overhead.

Final solution:

What motivates Restaurants to fulfill the need for a particular product? High demand among customers — More profit.

Every restaurant connected to Swiggy uses an app — Swiggy Partner. It uses to know the status of each order, confirming the order, and check the revenue. Restaurants now check the status of scheduled orders also. The closer list of next 3 days or next week. How many customers added the particular food item to their scheduled list. This will allow the restaurants to know the demand for their items and they fulfill it according to the requirement. So, they focus properly as per their profit. Considering the high demand as a motivation step restaurants get a chance to fulfill the demand as soon as possible. Even if the user cancels the scheduled order later due to many reasons (Substitute, Taste-(Personal choices), as food, is easily substitutable — the order would be highly elastic), restaurants get enough time to manage.

What more can be done/ Future opportunities:

Order in Huge amount: Gamify the experience in a way that people would order for their special occasions and parties. By placing orders for lots of people and building party habits through Swiggy could be a great opportunity for future business.