SWIGGY is India’s leading online food ordering and delivery platform, like a virtual food court in your pocket.
They connect you with a vast network of restaurants, letting you browse menus, order dishes, and get them delivered straight to your doorstep.
Beyond just delivering food, Swiggy also offers services like grocery delivery and instant shopping for other essentials. They compete with Zomato and other apps, aiming to win you over with convenience, a wide variety of choices, and potentially even gamified features like Swiggy Scout to encourage you to explore new culinary adventures.
Problem Statement:
Users lack incentives to explore new restaurants and cuisines on SWIGGY. The app doesn’t encourage them to step outside their comfort zones and discover exciting culinary experiences. This can lead to user disengagement and missed opportunities for SWIGGY to promote a wider range of restaurants.
About Feature: SWIGGY Scout
SWIGGY Scout is a gamified feature designed to encourage users to explore new restaurants and cuisines. It uses a combination of challenges, badges, and rewards to make food discovery fun and engaging.
Here’s the complete prototype of the design:
Thought Behind the Project:
The core thought behind the SWIGGY Scout project is to break users out of their routine food ordering habits and encourage them to explore new restaurants and cuisines. By gamifying food discovery, SWIGGY aims to:
- Increase user engagement and time spent on the app.
- Encourage users to try new restaurants and cuisines.
- Promote lesser-known restaurants and expand user palates.
- Strengthen brand perception as a platform for culinary exploration.
Competitive Analysis:
User Impact:
- Discover New Restaurants: Users are incentivized to explore new restaurants and cuisines, expanding their culinary horizons.
- Enhanced Food Experience: Gamification adds a fun element to food discovery, making the SWIGGY experience more exciting.
- Community Building: Badges can foster a sense of friendly competition and user community within SWIGGY.
- Personalized Recommendations: User data from SWIGGY Scout can be used to recommend restaurants based on individual preferences.
- Increased User Loyalty: A more engaging experience can lead to increased user satisfaction and loyalty to the SWIGGY platform.
In what ways may this feature improve the Business Model(Business Metrics):
- Increased User Engagement: Track time spent browsing restaurants, number of challenges completed, and app usage frequency.
- Customer Acquisition: Monitor the number of new user signups potentially driven by the “discovery” aspect of SWIGGY Scout.
- Restaurant Growth: Analyze the number of new restaurants joining the platform and user engagement with lesser-known restaurants.
- Average Order Value: Track potential increase in order value as users explore restaurants with different price points.
- Brand Perception: Conduct surveys to measure user perception of Swiggy as a platform for exploration and diverse food options.
User Flow:
I attempted to create a real-life adventure experience using SWIGGY Scout.
SWIGGY Scout isn’t exactly a real-life adventure experience in the traditional sense (like traveling to new places or engaging in physical activities). However, it does incorporate elements of gamification and exploration to create a more engaging and adventurous way to order food. I made an effort to create user flow and user interface that inspired the sense of an real-life adventure experience.
Here’s how SWIGGY Scout injects a sense of adventure into food delivery:
- Challenges: Users embark on “missions” to try new cuisines, restaurants, or dishes, pushing them outside their comfort zones.
- Discovery: They explore different parts of their city or delve into unfamiliar culinary territories.
- Rewards: They unlock badges and discounts, like little “trophies” for their adventurous spirit.
While it’s not a physical adventure, SWIGGY Scout encourages users to explore new culinary landscapes and discover hidden gems within their own city. It gamifies the food delivery experience, transforming it from a routine task into a series of mini-adventures for the taste buds.
Usability Testing:
Two participants (one familiar with SWIGGY and one new user) will be tasked with using the SWIGGY Scout feature to complete a challenge and redeem a reward.
Tasks:
- Open the SWIGGY app and locate the “SWIGGY Scout” feature.
- Browse challenges and choose one to complete.
- Find restaurants participating in the chosen challenge.
- Order food items that fulfill the challenge requirements.
- Complete the order and check for any indication of points earned or progress towards the reward.
- If points are earned, locate the section to redeem rewards and explore available options.
Post-Test Interview:
For Rishi Kumar:
- Did SWIGGY Scout live up to your expectations?
- How did the challenges compare to your usual ordering behaviour?
- What features of SWIGGY Scout would you find most appealing?
For Ramana:
- Did SWIGGY Scout make exploring new restaurants easier?
- Did you find the app intuitive as a new user?
- What aspects of SWIGGY Scout would encourage you to use it regularly?
Outcomes:
By observing user behavior and gathering feedback from both Sarah and Fred, we can identify potential areas for improvement in the Swiggy Scout feature. We can gain insights into how existing users like Sarah engage with the gamification aspect, while also understanding how new users like Fred experience the feature’s ease of use and value proposition. This will help create a more user-friendly and engaging experience for all Swiggy users.
Final Screens:
Future Scope:
Expanding the Challenge & Reward System:
- Tiered Challenges: Introduce progressively more difficult challenges for experienced “foodie explorers” with bigger rewards.
- Themed Challenges: Create challenges based on cuisines, holidays, dietary preferences (e.g., vegetarian week), or even cooking techniques.
- Social Sharing & Competition: Allow users to share their challenge completions and compete with friends on leaderboards for exclusive rewards.
- Personalized Challenges: Use user data to recommend challenges based on past orders and preferences, creating a more tailored experience.
Enhancing User Engagement:
- Interactive Map: Integrate an interactive map showcasing participating restaurants and completed challenges, gamifying the exploration aspect.
- Community Features: Create a forum or message board where users can share recommendations, discuss challenges, and connect with other food enthusiasts.
- Curated Food Trails: Design pre-defined trails through specific neighborhoods or cuisines, offering users a guided exploration experience.
- Virtual Badges & Achievements: Award virtual badges and achievements for completing challenges, fostering a sense of accomplishment and progress.
Building Stronger Partnerships:
- Restaurant-Specific Challenges: Collaborate with restaurants to create unique challenges that highlight their signature dishes or cuisines.
- Exclusive Rewards: Partner with restaurants to offer exclusive menu items, discounts, or special experiences as rewards for completing challenges.
- Data & Insights: Provide participating restaurants with data and insights on user preferences gleaned from challenge completions.
Overall, the future of SWIGGY Scout lies in continuously innovating and expanding its features to:
- Keep users engaged and excited
- Drive exploration of new culinary experiences
- Strengthen partnerships with restaurants within the online food delivery market
Key Learnings:
- Highlighting New Options: The UI elements like “SWIGGY Scout” markers and potentially an interactive map showcase how design can play a role in promoting exploration within an app. This learning can be applied to other projects where users need to discover new features or options.
- Clear Steps & Visual Cues: The user flows for SWIGGY Scout emphasize the importance of creating clear and concise steps with appropriate visual cues. This ensures users understand the process and can easily complete challenges and redeem rewards.
- A/B Testing & User Feedback: While the details are not specified, the future scope of SWIGGY Scout mentions personalization based on user data. This highlights the importance of A/B testing different UI elements, user flows, and reward structures to optimize the experience based on real user behaviour and feedback.
Conclusion:
SWIGGY Scout was a rewarding UI/UX challenge! We gamified food delivery, encouraging users to explore new restaurants and cuisines. The clear user flows and “Scout” markers made participation smooth. Understanding user behavior and motivations will be crucial for future iterations. A/B testing and data analysis will help us refine rewards and personalize challenges. Collaboration with developers and restaurants is key for success. Overall, SWIGGY Scout is a delicious step towards a more engaging food delivery experience.
