I am a big time foodie, and I literally used to think how great it would be if I can download food as well from my computer some years back. Didn’t know back then, we were soon heading towards making it a reality.
After joining a design studio 3 years back as a Product Strategist, my eagerness for UX has increased manifold. I look at an app and instantly series of questions start popping in my head.
So this is my attempt at What can swiggy do to make users love their homepage.
In Swiggy v/s zomato war, I somehow instantly lean towards Swiggy. But as such an ardent Swiggy-lover, I hate their homepage. There’s so much that can be done there.
While homepage is always the best way to engage with your customers, there’s so much going on here, its almost unusable.
As a user, I am sharing so much data with the apps which they should ideally use to personalise the experience for me.
As a fun activity, I started thinking what if Swiggy categorise all their customers into one of the followings based on their usage and order patterns and then use it to give them a homepage that serves them best:
- discount-hoggers 💯
These are the users to always look for a good bargain while ordering. They would not shy away from trying new places if they save decent bucks on it.
Their homepage should be full of discount coupons and new restaurants can be pushed up to them. They would definitely want to keep their SUPER subscription active at all times. - loyal-foodies 🍟
They have their favourite restaurants marked already (While we are at it, the use of like feature needs to improve a lot, its completely forgotten rn). Show them their restaurants and past orders right up there on homepage removing all the jibber jabber. They would still order from same place, whether it offers any discounts or not. They might have to use Search option as of now, let’s make their lives easier. - ardent-swiggy-goers 💝
They think food, they open Swiggy. They never go after discounts, they come back regularly. They don’t shy away from trying any new service Swiggy opens. Make them a part of most of your A/B tests. Up-sell new services like Instamart or Swiggy Pop or Genie to them, they will try them and probably spread the word as well. - party-maniac 🍻
Users who order multiple times in a day, and often order in large quantities. These are the ones who order food everybody in the office, since they have SUPER or since they know the best places. Offer them the best deals on bigger orders. Probably show them Popular brands highlighted. - on-the-go 🎒
They order food at new locations much more frequently than an average user. Offer them temporary addresses, suggest most popular restaurants in new area, they probably aren’t aware and looking for some suggestions. Use their favourite cuisines and popularity score to recommend some apt options.
If they are on the move a lot, they probably crave home cooked food — good point to up-sell meals here.
While I know its always easier said than done, and so many people at Swiggy would be working very hard and have probably tried these personalisations already, this is all in fun!
