Personal-Redesigning Swiggy Delivery Executive App
A dedicated UX designer with over 4 years of experience in the ever-evolving design industry. As a strategic thinker, I have developed expertise in design thinking,
The Project
During the 2 week course of "Responsible Design Practices", we were told to pick up any company of our choice and re-work on the UI or UX aspect of the company. I wanted to choose a company that would make me explore different stakeholders and their experiences other than the end-to-end users. Therefore I picked Swiggy, the best food delivery company in India that ensures fast delivery as my choice. In this project, I had the scope to explore and enhance the experience of the delivery executives and the partnered restaurants n order to achieve the goal of fast delivery of Swiggy.
Context
Over the recent years, it has been easier and easier to get everything in your day-to-day life at the doorsteps right from fashion products to groceries to business products, etc. In the same way, it has been very easy to get your meal delivered at your doorsteps from your favorite restaurant. People no more have to walk down or travel to get their favorite meals making life much easier and saving an ample amount of time.
Swiggy is currently the best food delivery company and ensures fast delivery. This causes a lot of problems for the DEs like they have high chances of meeting with an accident as they drive rashly to reach on time. They also quite often have problems with navigating users’ and restaurants’ addresses. This project will enhance the user experience design of this delivery executive and the restaurants. The intent here is to present a very unique, path-breaking user experience that allows achieving the goal.
The Process
I quickly decided to go with the traditional and the best process of design thinking. I allocated the first week of the project for the Research and Define parts and the second week was allocated for the Ideation, Prototyping, and Iteration of the project.
Research
The timeline of my research was of 5 days and I had to strategically decide how I wanted to go about dividing my time for primary and secondary research. I wanted to strategize in a way that would lead me to the maximum amount of information in less amount time.
Competitive Analysis
My first step was to conduct a Competitive Analysis in order to get a better understanding of the competitor landscape. I conducted analyses on Zomato with Swiggy and found that Swiggy has more comfortable policies to make the riders’ experience better. This gave rise to other challenges for me to find more insights about how Swiggy can be more delivery executive friendly.
Surveys & Interviews
With the goal of understanding how the riders face more problems in making a delivery happen in time, I next interviewed 3 riders of varying job times and 3 partnered restaurants. I wanted to understand how the delivery executives and partnered restaurants face challenges in the sink in order to complete a particular order. I then went on to create Swiggy's cycle, journey mappings, and emotion mapping for it.
Key Findings & Insights
1. According to the location, the number of orders received varies, at some locations the DEs get continuous orders while at some places they have to wait for an hour’s time to get the next order.
2. While on the way to the restaurant or to the delivery address, the DEs drive faster in order to be punctual and efficient. They often drive rash and this is prone to cause an accident.
3. The newbies often take time to reach but the experienced DEs easily take the shortcuts and are able to reach on time.
4. The DEs have to cross-check with the ticket number provided to them with the restaurants and often cross-check the items ordered before taking for the delivery.
5. They have to often wait for the order to get ready which might go beyond the estimated delivery time.
6. The ratings are given by the DEs usually affect the ratings of the restaurant after picking up the order.
7. While on the way to the drop-off location, the DEs drive faster in order to be punctual and efficient. They often drive rash and this is prone to cause an accident. This might also lead to the spill of food.
8. The newbies often take time to reach but the experienced DEs easily take the shortcuts and are able to reach on time.
9. The DEs are often not able to find the location of the customer and often misleads them with nearby location which makes it difficult for them to make the delivery underestimated time
10. The food often unavailable is not marked on the user’s interface though updated on the system and it causes a hassle while delivering the order.
11. If the food ready button is accidentally pressed before the DE picks up the order then the rating of the restaurant is reduced.
12. Restaurants having a chain in an area have often is been confused with each other.
Define
When I got enough insights and information on the problems faced by delivery Executives and the partnered restaurants, it was time to define the problem statement and the project objective.
Problem Statement
Delivery Executives and the Partnered Restaurants need a way to overcome the challenges when they come in sync with each other and individual challenges in order to achieve the goal of fast delivery.
Project Objective
The objective of the project is to define the user experience and experience design for the delivery executive and the partnered restaurants and enhance their experience in order to achieve the goal of fast delivery of Swiggy. This project helps in catering to the problems navigational problems of the restaurant and delivery location of the users and the problems of reducing down the risk level during rash riding of the bike for the delivery executives. This project will also help in multiplying the sales of the restaurants.
Ideate
While Ideating I started brainstorming ideas about how to enhance the experience for the delivery executives and partnered restaurants and solve the problems they face while delivering an order.
Core Features
Following are the core features to introduce to enhance the experience:-
1. AR of the location - The AR of the location is a major feature that has the potential to reduce the time consumed for the delivery executive to find the location throughout the delivery process.
2. Multiple orders at the same time- The DE can accept multiple orders in case of quick orders which will increase the delivery count for them and also will increase the sale.
3. Multiple orders from the same location and from the same restaurant- Only one DE would be assigned for the order in such situations in order to save time and free up other DEs to take up different orders.
Task Flow
I then created a task flow of the whole order end to end. This gave me a clear picture of the steps that the 3 stakeholders would need to take to get to their final goal, and how to deliver this goal in the most effective manner possible.
Information Architecture
Next in line, I created an Information Architecture for better information access. It also helped me focus on how information flows across the application.
Scenario Sketching
Before diving into the details of design, it was important for me to have a clear understanding of what the service actually does, hence I created two scenario sketches as follows.
SCENARIO # 1- Multiple people from the same location order food from the same restaurant.
SCENARIO # 2- User-1 orders ice cream & user-2 orders burgers for 10 people.
Iterate
Low Fidelity Prototype
Since simplicity and ease of use are one of the biggest aims, the number of screens was kept to a minimum and I wanted to focus on highlighting the core features. I started with pen and paper wireframes and created multiple versions of each screen until I found a combination of features and elements that I thought matched the users’ needs and that would be as intuitive as much as possible.
