Overview
Overview
Overview
Swiggy - Exploring Curated Experiences
Swiggy - Exploring Curated Experiences
Providing the best food experiences to swiggy users while they explore new locations and enhancing their exploration through expert recommendations and exclusive dishes.
Providing the best food experiences to swiggy users while they explore new locations and enhancing their exploration through expert recommendations and exclusive dishes.
8 Week
8 Week
TIMELINE
UX Design
UX Design
PROJECT CATEGORY
Group of 4
SELF-INITIATIVE AT COGNIZANT
MY CONTRIBUTION: Literature Review, Secondary and Primary Research, Interviews, Sketching, Ideating, Storyboarding, Wireframing, Prototyping, Usability Testing.
This is a personal project that we took up and is in no way representative of or related to Swiggy.
MY CONTRIBUTION: Secondary Research, Primary Research via Interviews, Sketching, Ideating, Storyboarding, Wireframing, Prototyping, Usability Testing.
This is a personal project that we took up and is in no way representative of or related to Swiggy.
Problem
While exploring a new place, one finds it difficult to identify the best food experiences. There’s no access to the curated food experiences by food connoisseurs. To experience food as per recommendations given by or prepared by experts, one has to access multiple online platforms.
Problem
While exploring a new place, one finds it difficult to identify the best food experiences. There’s no access to the curated food experiences by food connoisseurs. To experience food as per recommendations given by or prepared by experts, one has to access multiple online platforms.
Problem
While exploring a new place, one finds it difficult to identify the best food experiences. There’s no access to the curated food experiences by food connoisseurs. To experience food as per recommendations given by or prepared by experts, one has to access multiple online platforms.
Problem
While exploring a new place, one finds it difficult to identify the best food experiences. There’s no access to the curated food experiences by food connoisseurs. To experience food as per recommendations given by or prepared by experts, one has to access multiple online platforms.
Solution
We introduced a "Flavourtrip" section in the app's food category, allowing users to explore unique local experiences. Additionally, the "Maestros" category features content and recommendations from food bloggers and chefs, enhancing their brand while helping Swiggy grow its customer base.
Solution
We introduced a "Flavourtrip" section in the app's food category, allowing users to explore unique local experiences. Additionally, the "Maestros" category features content and recommendations from food bloggers and chefs, enhancing their brand while helping Swiggy grow its customer base.
Solution
We introduced a "Flavourtrip" section in the app's food category, allowing users to explore unique local experiences. Additionally, the "Maestros" category features content and recommendations from food bloggers and chefs, enhancing their brand while helping Swiggy grow its customer base.
Solution
We introduced a "Flavourtrip" section in the app's food category, allowing users to explore unique local experiences. Additionally, the "Maestros" category features content and recommendations from food bloggers and chefs, enhancing their brand while helping Swiggy grow.
The Brief
The Brief
The Brief
The Brief
Exploring Design Challenges from Swiggy
Exploring Design Challenges from Swiggy
Exploring Design Challenges from Swiggy
While browsing through Instagram, we discovered a series of problem statements shared by the ‘Swiggy Design’ team during their design sprint. Excited by the challenge of designing for an existing app, we decided to tackle two of the most compelling problems:
Helping Visitors Discover Local Food: Imagine arriving in Bangalore on a work trip. How might we assist first-time visitors in finding the best food experiences in the city?
Leveraging Food Connoisseurs for Exclusive Dishes: Inspired by cookery shows, how can Swiggy collaborate with food connoisseurs to offer exclusive dishes to consumers?
While browsing through Instagram, we discovered a series of problem statements shared by the ‘Swiggy Design’ team during their design sprint. Excited by the challenge of designing for an existing app, we decided to tackle two of the most compelling problems:
Helping Visitors Discover Local Food: Imagine arriving in Bangalore on a work trip. How might we assist first-time visitors in finding the best food experiences in the city?
Leveraging Food Connoisseurs for Exclusive Dishes: Inspired by cookery shows, how can Swiggy collaborate with food connoisseurs to offer exclusive dishes to consumers?
Problem Statement
Problem Statement
Problem Statement
Problem Statement
How might we guide first-time visitors in a city to discover and enjoy the city's finest culinary experiences, leveraging expert insights from food connoisseurs to offer exclusive, drool-worthy dishes through Swiggy?
How might we guide first-time visitors in a city to discover and enjoy the city's finest culinary experiences, leveraging expert insights from food connoisseurs to offer exclusive, drool-worthy dishes through Swiggy?
Research Insights
Research Insights
Research Insights
Research Insights
Understanding Food Experiences and Changing Trends
Understanding Food Experiences and Changing Trends
Personalised Food Memories
A positive food experience is often different and unique for each person, forming cherished memories that last a lifetime.
Personalised Food Memories
A positive food experience is often different and unique for each person, forming cherished memories that last a lifetime.
Personalised Food Memories
A positive food experience is often different and unique for each person, forming cherished memories that last a lifetime.
Personalised Food Memories
A positive food experience is personal, and unique for most people. A positive food experience is a cherished memory.
Pandemic-Driven Innovation
The global pandemic reshaped how people experience and interact with food, leading to new approaches in dining.
Pandemic-Driven Innovation
The global pandemic reshaped how people experience and interact with food, leading to new approaches in dining.
Pandemic-Driven Innovation
The global pandemic reshaped how people experience and interact with food, leading to new approaches in dining.
Pandemic-Driven Innovation
The global pandemic reshaped how people experience and interact with food, leading to new approaches in dining.
Rethinking Culinary Spaces
Food bloggers are viewed as experts on restaurants, and their opinions are often seen as a guarantee of a great experience.
Rethinking Culinary Spaces
Food bloggers are viewed as experts on restaurants, and their opinions are often seen as a guarantee of a great experience.
Rethinking Culinary Spaces
Food bloggers are viewed as experts on restaurants, and their opinions are often seen as a guarantee of a great experience.
Rethinking Culinary Spaces
Food bloggers are viewed as experts on restaurants, and their opinions are often seen as a guarantee of a great experience.
Design Process
Design Process
Design Process
Design Process
Tailored Design Process for Unique Insights
Tailored Design Process for Unique Insights
Instead of adhering to the conventional design thinking methodology, we tailored it to meet our specific needs and added additional steps to gain a deeper understanding of the entire process.
Instead of adhering to the conventional design thinking methodology, we tailored it to meet our specific needs and added additional steps to gain a deeper understanding of the entire process.
Understanding Swiggy
Understanding Swiggy
Understanding Swiggy
Understanding Swiggy
Delving Deeper into the Existing Platform
Delving Deeper into the Existing Platform
Swiggy's expansion in the era of the pandemic has been dramatic, attracting a significant customer base. Although I am a devoted user of the app, stepping into the designer's role revealed a multitude of unknowns. Therefore, our initial effort was to grasp the internal operations and setup of Swiggy.
Swiggy's expansion in the era of the pandemic has been dramatic, attracting a significant customer base. Although I am a devoted user of the app, stepping into the designer's role revealed a multitude of unknowns. Therefore, our initial effort was to grasp the internal operations and setup of Swiggy.
Zeroing in on our target User base
Zeroing in on our target User base
Swiggy caters to three main customer types, but based on our problem statement, we decided to focus primarily on explorers, as that aligns with the mindset of most travelers.
Swiggy caters to three main customer types, but based on our problem statement, we decided to focus primarily on explorers, as that aligns with the mindset of most travelers.
The Explorers
These are the users who are unsure about both-what they wish to have and from which restaurant.
The Explorers
These are the users who are unsure about both-what they wish to have and from where.
The Explorers
These are the users who are unsure about both-what they wish to have and from which restaurant.
The Explorers
They are the users who are unsure about both-what they wish to have and from where.
The Uncertain one
Those users who are either sure of the dish they want to have or the restaurant.
The Uncertain one
Those users who are either sure of the dish they want to have or the restaurant.
The Uncertain one
Those users who are either sure of the dish they want to have or the restaurant.
Uncertain one
Those users who are either sure of the dish they want to have or the restaurant.
The Know it all
Those users who are sure of the dish and the restaurant they want to order it from.
The Know it all
Those users who are sure of the dish and the restaurant they want to order it from.
The Know it all
Those users who are sure of the dish and the restaurant they want to order it from.
The Know it all
Those users who are sure of the dish and the restaurant they want to order.
Competitive Analysis & Alternate World
Competitive Analysis & Alternate World
To further understand the direct and indirect competiton in the market and to know the gaps which exist, we then decided to analyse these applications through the user’s perespective and ended up with a bunch of pros and cons.
To further understand the direct and indirect competiton in the market and to know the gaps which exist, we then decided to analyse these applications through the user’s perespective and ended up with a bunch of pros and cons.
Interviews
Interviews
Interviews
Interviews
What we learnt from the Interviews!
What we learnt from the Interviews!
Next, to understand what the current and potential users view points are we conducted interviews with a few participants to get a better understanding of the gaps which we needed to fulfill.
Next, to understand what the current and potential users view points are we conducted interviews with a few participants to get a better understanding of the gaps which we needed to fulfill.
Ideal Ordering Experience
Ideal Ordering Experience
A well-presented, timely-delivered dish with realistic, eye-catching images and a simple interface defines a great ordering experience.
A well-presented, timely-delivered dish with realistic, eye-catching images and a simple interface defines a great ordering experience.
Dining Out Essentials
Dining Out Essentials
A dining out experience should consist of a good ambience, top notch hygeine levels, efficient service and an easy to understand menu
A dining out experience should consist of a good ambience, top notch hygeine levels, efficient service and an easy to understand menu
Restaurant Selection
Restaurant Selection
For selecting a restaurant most people rely on word of mouth, reviews and ratings and also refer to reccomendations by food bloggers
For selecting a restaurant most people rely on word of mouth, reviews and ratings and also refer to reccomendations by food bloggers
Factors leading Repeat Visits
Factors leading Repeat Visits
Taste, service, pricing, quality, delivery time, cuisine and consistency in all of these makes one choose a restaurant again and again
Taste, service, pricing, quality, delivery time, cuisine and consistency in all of these makes one choose a restaurant again and again
Local Food Authenticity
Local Food Authenticity
Local food should have regional and authentic taste, which can be best offered by local vendors, hence they should be advertised.
Local food should have regional and authentic taste, which can be best offered by local vendors, hence they should be advertised.
Review and Rating Challenges
Review and Rating Challenges
While shortlisting it is hard to find authentic reviews and ratings for a dish or restaurant, especially when the images uploaded seem unrealistic
While shortlisting it is hard to find authentic reviews and ratings for a dish or restaurant, especially when the images uploaded seem unrealistic
User Personas
User Personas
User Personas
User Personas
Capturing the Needs of Our Key Users
Capturing the Needs of Our Key Users
After understanding the pain points of the users through interviews we created two personas of our key users. One is of Aditi, who loves to travel and explore and the other is of chef Parminder who wishes to get more recognition through the revamped swiggy app.
After understanding the pain points of the users through interviews we created two personas of our key users. One is of Aditi, who loves to travel and explore and the other is of chef Parminder who wishes to get more recognition through the revamped swiggy app.
User Journey Maps
User Journey Maps
User Journey Maps
User Journey Maps
Mapping for Understanding Gaps
Mapping for Understanding Gaps
To further understand the pain points and opportunities for design interventions, we mapped out the traditional path a user would follow to identify the best food experiences in a city as well as a food connoiseur’s journey to promote their dishes and recommendations.
To further understand the pain points and opportunities for design interventions, we mapped out the traditional path a user would follow to identify the best food experiences in a city as well as a food connoiseur’s journey to promote their dishes and recommendations.
Aditi’s journey for ordering food
Aditi’s journey for ordering food
Parminder’s process of building an online presence
Parminder’s process of building an online presence
Storyboards
Storyboards
Storyboards
Storyboards
Storyboards
Understanding the flow of events through storyboarding
Understanding the flow of events through storyboarding
We made 2 storyboards to understood how the user would interact with the various features given in the app and identify if there would be any loopholes in the entire process
We made 2 storyboards to understood how the user would interact with the various features given in the app and identify if there would be any loopholes in the entire process
Case 1
Case 1
Case 2
Case 2
Information Architecture
Information Architecture
Information Architecture
Information Architecture
Information Architecture
Understanding User Flow through
Information Architecture
Understanding User Flow through
Information Architecture
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
The Final Mockups
The Final Mockups
The Final Mockups
The Final Mockups
The Final Mockups
A New and improved Direction: Final Iteration
A New and improved Direction: Final Iteration
Post Usability testing of our prototype we were able to identify the snags in our system and then we went ahead with resolving them in the next set of iterations.
Post Usability testing of our prototype we were able to identify the snags in our system and then we went ahead with resolving them in the next set of iterations.
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Let's Connect
Let's Connect
Know more about me & my work
Looking forward to contributing to the next transformational experience!
Let's Connect
Know more about me & my work
Looking forward to contributing to the next transformational experience!
Let's Connect
Know more about me & my work
Looking forward to contributing to the next transformational experience!
Let's Connect
Know more about me & my work
Looking forward to contributing to the next transformational experience!
I design digital, physical and phygital experiences.
© Copyright Abhishek Manraj 2024. All Rights Reserved
I design digital, physical and phygital experiences.
© Copyright Abhishek Manraj 2024. All Rights Reserved
I design digital, physical and phygital experiences.
© Copyright Abhishek Manraj 2024. All Rights Reserved
I design digital, physical and phygital experiences.
© Copyright Abhishek Manraj 2024. All Rights Reserved
I design digital, physical and phygital experiences.
© Copyright Abhishek Manraj 2024. All Rights Reserved