Zomato Shorts- Attempt to increase user engagement and decision-making by allowing influencers to share short videos
Adding a new feature to the existing app to positively impact business metrics by increasing user engagement and conversion.
This case study is divided into two sections-
1. Adding a new feature- Zomato Shorts (The overview and implementation of Zomato shorts)
2. Detailed Research, Work Process, and Sources (In-depth research and working on the new feature to make an informed decision about implementing it)
Adding a New Feature- Zomato Shorts
Detailed Research, Work Process and Sources
- Understanding And Research
- Understanding The Concept Of A Short Video
- Similar Feature On Other Apps
- Are Food Short Videos Popular?
- Type Of Content Posted In Food Category
- Impact on User After Engaging With Video
- Involved Parties
- Food Influencers Platforms And How Will Zomato Distinguish
- Constraints
- Interviews And Group Discussion
- Final Decision
- Existing Flow And UI
- Inspiration
- Usability Testing
Welcome to section-1
Adding a New Feature- Zomato Shorts
This section provides an overview and implementation of Zomato shorts. All details mentioned below are implemented after detailed research and work process mentioned in section-2.
Context
Zomato is an online food ordering and delivery platform that connects consumers with local restaurants. Founded in 2008, Zomato has grown into a global brand with a presence in over 25 countries. It is one of the most successful startups. To stay competitive and boost business, adding trending feature of short videos like Instagram reels can be beneficial.
Core Idea
The purpose of this feature is to allow influencers to share short videos of 15–60 seconds about their food experiences, dining, and restaurant. This can be done by adding a new feature on the Zomato app that allows influencers to share reviews and experiences. It will be able to deliver high-quality, entertaining, and informative content that matters to its food customer base.
Impact on Business
- Increased user engagement: Short videos have become a popular and addictive form of content on social media, and by adding this feature, Zomato could encourage users to spend more time on the platform.
- Increased sales: By providing users with more visual content and recommendations the likelihood of users ordering or booking increases. It will lead to increase user loyalty, driving repeat orders and word-of-mouth referrals.
- Enhanced content: Short videos can provide a more dynamic and visually appealing way to showcase food and dining experiences.
- Improved discoverability: People are addicted to short videos. It has more attention span and entertainment value compared to photos and videos. It could increase visibility and reach a broader audience, potentially attracting new users to the platform.
- Competitive advantage: As more platforms incorporate short videos into their offerings, adding this feature to Zomato could help the platform remain competitive and relevant in an increasingly crowded market. Presently no other food delivery platform has this feature, Zomato can differentiate itself from its competitors.
- Partnership opportunities: Influencers and content creators who specialize in food and dining could potentially partner with Zomato.
- Increased reviews: It can be a great way to provide reviews and recommendations for restaurants and food items, helping others make informed decisions about where to eat.
User Benefit
- Discover new and exciting dining options: Many Zomato users struggle to find new and interesting dining options and may be overwhelmed by the sheer number of choices available on the platform. Shorts will effectively showcase influencer content providing valuable recommendations and improving engagement.
- Saves time and effort: Sometimes users spend an hour placing an order, looking and scrolling through different options. Seeing visually appealing content will help in faster decision-making and ordering.
- Trustworthy and credible recommendations: Influencers are typically trusted sources of information and can provide users with credible and trustworthy recommendations on restaurants and dishes.
- Access to exclusive deals and discounts: It can also provide users with access to exclusive deals and discounts on food and dining experiences, helping them save money while exploring new restaurants and cuisines.
- Unique food choices for delivery: Users often look to order unique or new dishes from different restaurants. This will help them explore and discover suitable options.
- Personalized recommendations: Users can follow influencers based on their content, helping them discover dishes and restaurants that align with their unique tastes and interests.
Competitive Research
This feature isn’t available on any other food platform.
Screen Design- Zomato Shorts
Home Screen
I introduced the new feature on the home screen (delivery screen) to ensure that it receives attention and attracts users. As shorts will be entertaining and visually appealing, users will tend to click. Also, it will help users in making delivery food choice decisions.
Dining Screen
This feature is useful both in delivery and dining. It will show users videos of nearby restaurants. Many Zomato users look for new and interesting dining options. Shorts will effectively showcase influencer content providing valuable recommendations and improving engagement.
Restaurant Delivery Screen
- I was skeptical of putting this feature in the restaurant delivery screen so I evaluated its pros and cons. After user testing and receiving positive results, I added it. This feature will only show the shorts of the selected restaurants.
- In case the user is new to the restaurant, they can get a better sense of the restaurant and the food they are ordering, which can increase their confidence and satisfaction with their order.
- In case the user is old to the restaurant, this will allow them to explore other dishes.
Restaurant Dining Screen
- I replaced restaurant videos with the new feature. As both are videos describing the vibe of the restaurant and shorts influencer videos are more informative, entertaining, engaging, and impactful. As per stats (mentioned in detailed work), short videos are more impactful and watched than photos and videos.
- In case the user is new to the restaurant, they can get a better sense of the restaurant they are booking.
- In case the user is old to the restaurant, this will allow them to explore other dishes.
Zomato Shorts Screen UI
- Zomato already has user reviews photos and videos posted by restaurants. So considering zomato’s UI, I planned to maintain consistency and made a similar Zomato shorts display screen.
- Users can like, comment, save and share the video.
- I also provided a clickable restaurant tagging feature. It will be mandatory to tag the restaurant, so users can check, order and view the restaurant.
User Profile Screen
- Zomato already has a user profile screen, displaying reviews and photos posted by the user. I added another tab for Shorts.
- Influencer all short videos posted will be added to this tab.
Welcome to section -2
Detailed Research, Work Process and Sources
I’d like to preface that I have no affiliations with Zomato and this case study was driven by my personal interests.
Introduction
There is a growing trend toward short-form content. We all experienced the hype and rise of TikTok and Instagram reels. It changed social media and the market drastically. I discovered social media platforms like Instagram and Facebook have a strong presence of food influencers and demographics similar to Zomato. Myntra a nonsocial media platform also gained success. By incorporating a similar feature in Zomato, it could tap into this trend and appeal to users who prefer quick and snappy content. It can benefit its stakeholders exceptionally.
UNDERSTANDING AND RESEARCH
There are many platforms yet influencers post content on some popular platforms only. Even though the feature is popular yet not every platform has the same engagement and user retention rate. To validate my hypothesis I did a thorough research. I also kept in mind that Zomato is not a social media platform. Users use it for delivery and booking. Short videos are a new and extensive feature in the food industry. To measure its success, and usability, I did in-depth research.
I did primary research through user interviews, group discussions, and food influencers interviews followed by secondary research.
UNDERSTANDING THE CONCEPT OF A SHORT VIDEO
The concept of short videos involves creating and sharing videos that are typically 60 seconds or less in length. This format has become increasingly popular on social media platforms, such as TikTok, Instagram Reels, and YouTube Shorts, as it allows for quick and engaging content that can be easily consumed by viewers.
Why are these addictive?
- Quick gratification: Short videos that offer quick and easy gratification. They are designed to capture the viewer’s attention within a few seconds.
- Entertaining and visually appealing: These are entertaining, visually appealing, and feature catchy music, making them fun to watch.
- Visual stimulation: Videos can provide a visual experience that engages people and stimulates their senses.
- Dopamine release: The anticipation of a funny or engaging video, and the satisfaction of watching it, can create a rush of dopamine that can lead to addictive behavior.
- Emotional connection: They are often shared, liked, and commented on. Users often find the content entertaining and relatable.
SIMILAR FEATURE ON OTHER APPS
This feature is available on Instagram (Reels), Youtube (Shorts), Facebook, Myntra, Moj, Snapchat, and Josh.
Short videos are more successful and engaging than any other media type such as photos, videos, or carousels.
Benefits of Short videos on other apps
- Increased engagement
- Attracting new users
- Driving user retention
- Increased revenue opportunities
- Builds trust with consumers
- Staying competitive
- Discoverability
Disbenefits of Short videos on other apps
Potential for inappropriate content: As with any user-generated content platform, there may be concerns around user privacy and the potential for inappropriate or harmful content to be uploaded. The platform sometimes is flooded with low-quality or irrelevant content.
Understanding Myntra Studio
Being a nonsocial media platform, I researched and understood the working of the myntra studio featuring short videos with other forms of content. It helped me in figuring out feature impact, implementation, requirements, and influencer participation.
Myntra Studio is a personalized content destination on the platform that provides users with access to original, exclusive, inspirational, entertaining, and shoppable content at scale. By bringing the fashion influencer community and allowing customers to follow their favorite brands and creators. It provides content in form of images, live and videos.
ARE FOOD SHORT VIDEOS POPULAR?
I thought short video is popular but it offers a variety of content from fashion, beauty, lifestyle, travel, and more…
- Is food a popular content topic?
- Are people interested in watching food, and restaurant videos of bloggers (As Zomato will only feature food-related content)?
Research on Food influencers and food short videos
India has many popular food influences. They have a huge following and impact. Food content or food videos are one of the most watched contents on every social media platform. Some people find videos therapeutic, and some follow food bloggers to learn new recipes, while others take suggestions from them as they plan their next outdoor meal.
Yes, food is a popular topic of content and it has many viewers. Users love engaging and following food content.
TYPE OF CONTENT POSTED IN THE FOOD CATEGORY
To understand what type of content is posted and what are popular sub-topics I started my research. Will people be interested in watching content topics posted on Zomato?
Food short videos are made on several topics. If we introduce this feature some topics such as food recipes, critique reviews, and street food content won’t be posted on Zomato. It was important to understand and check the popularity of other topics that will be featured on Zomato.
This was a crucial step, though it’s small but can have a huge impact.
IMPACT ON USER AFTER ENGAGING WITH VIDEO
Influencers have a huge impact on people. Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shape their perceptions and behaviors towards the endorsed brands. To understand the impact and possible actions users will take after watching videos. Food influencers can have a significant impact on people, benefiting businesses by persuading users to buy products, providing a virtual dining experience, visual stimulation, influence and persuasion, emotional impact, increasing building trust, providing social proof, encouraging engagement, driving conversion partnership opportunities, and social media engagement.
INVOLVED PARTIES
The participating parties are links in networks in which all parties are mutually connected. It is important to determine the value and benefits to each party to determine their active participation and involvement. For a new feature to be successful it is important to understand will participating parties be interested in creating and using content.
Benefits to Business and User we already discussed above.
INFLUENCERS-
This is an important section and research topic. An influencer will create the content to be posted. If they won’t participate, it will lead to feature failure.
How will the influencers participate?
The feature is about influencers posting content on Zomato. It can be done in several ways-
- Creating new and fresh content specifically for Zomato shorts.
- Influencers are already present and create content on other social media such as Instagram and Facebook. They will post the same content on Zomato. It will act as another channel to post content.
The benefit of posting on Zomato?
- Zomato will be the first food niche platform. As a food-focused app, it will provide an opportunity for food influencers to showcase content on the food app. It will create a separate and dedicated space for food influencers. A social network meant solely for food enthusiasts.
- Target Audience- Zomato is a popular restaurant discovery and food delivery platform, which means that it has a large audience of foodies. Only people interested in food use the app thus providing a wider and more appropriate audience. Food influencers majorly target location-based audiences. Zomato shorts will show their video based on location.
Benefits-
- Increased visibility and exposure: Larger food audience, can lead to more followers, fans, and brand partnerships. It can increase their engagement and reach on the platform.
- Drive Traffic to other platforms- Food influencers can also drive traffic and sales to their own social media channels and websites. By including their social media handles and website links in their Zomato profiles.
- Increased revenue: It can lead to increased revenue for influencers through sponsored posts, affiliate marketing, and other partnerships. Restaurants will pay influencers for promotion.
- Opportunities for collaboration: Influencers can collaborate with other brands and influencers in their industry, which can lead to new partnerships and opportunities.
- Building credibility and trust: Working with reputable brands and creating high-quality content can help influencers build their credibility and earn the trust of their followers.
- Opportunities for personal growth: It will increase skills and creativity, as well as provide opportunities for personal and professional growth.
- Access to exclusive events and products: Influencers may have the opportunity to attend exclusive events and receive free products or services from brands.
RESTAURANTS-
How will the restaurant participate?
1. Restaurants have to allow influencers to shoot content on their premises.
2. They must be proactive in identifying, engaging, and collaborating with influencers to drive awareness, traffic, and sales to their establishments.
Benefits-
- Increasing restaurant visibility: Restaurant food videos can showcase the restaurant’s food and atmosphere, giving potential customers an idea of what to expect before they visit. This can help increase the restaurant’s visibility and attract new customers.
- Increased Sales: By increasing foot traffic, improving conversion rates, attracting new customers, driving repeat business, increasing the average spend per customer, word-of-mouth and providing a cost-effective advertising option.
- Instant Exposure- It can benefit restaurants by providing instant exposure to a large and engaged audience. New and Unique restaurants can get popular.
- Credibility and social proof: Influencers can provide social proof and credibility for a restaurant. This can help establish trust and legitimacy for the restaurant and increase customer confidence.
- Targeted marketing: Influencers can help restaurants target specific demographics or niches by promoting the restaurant to their followers who fit the desired target audience.
- Cost-effective advertising: Compared to traditional advertising methods, influencer marketing can be a cost-effective way for restaurants to reach a large audience.
- Engagement and buzz: Influencers can help generate buzz and excitement around a restaurant by creating engaging content and encouraging their followers to visit.
- Feedback and insights: By monitoring influencer content and engagement, restaurants can gain insights into customer preferences and feedback on their offerings.
Cons-
- Cost: Working with influencers can be expensive, especially if they have a large following or are well-known in their niche. The cost of paying for sponsored posts, content creation, food, and influencer fees can add up quickly, especially for small or independent restaurants with limited budgets.
- Risk of negative reviews: If an influencer has a bad experience at a restaurant, they may share their negative review with their followers.
COMPETITOR ANALYSIS
This feature isn’t available on any other food platform.
FOOD INFLUENCERS PLATFORMS AND HOW WILL ZOMATO DISTINGUISH
Influencers already post short videos on popular platforms such as Instagram, Youtube, and Facebook.
Zomato Benefits Over Other Platforms
- Location-based nearby content- Other platforms show mixed content on various topics, locations, and interests. There is no way to filter specific content according to needs. Zomato shorts will show location-based food content. It will be a useful tool for finding great restaurants in your area.
- Link to the restaurant to check details and prices- It will be mandatory to tag the food place in Zomato shorts thus providing users with ease and a link to check, order, or explore the place.
- Multiple options for food bloggers in the same area- It’s difficult to find and follow food influencers based in a specific location. Zomato shorts will show all the food influencers according to location.
- All food content — Zomato shorts will only provide short videos of food. Distinguishing it from other content topics making easy for the user.
- Save posts- We save multiple reels and posts of different content on Instagram and other platforms. Our saved food post might get lost and unnoticed. Zomato shorts saving feature will help the users to easily find the video.
- First food niche platform- As a food-focused app, it will provide an opportunity for food influencers to showcase content on the food app. It will create a separate and dedicated space for food influencers.
- Target Audience- Zomato is a popular restaurant discovery and food delivery platform, which means that it has a large audience of foodies. Food influencers majorly target location-based audiences. Zomato shorts will show their video based on location.
CONSTRAINTS
- Technical limitations: Adding a new feature to an existing platform can be challenging from a technical perspective, and there may be compatibility issues or other challenges that need to be overcome in order to integrate.
- Community guidelines- Zomato will need to ensure that the short videos uploaded by users are appropriate and adhere to community guidelines. This can be a time-consuming process that may require additional resources.
- User privacy concerns: As with any content platform, there may be concerns around influencer privacy and the potential for inappropriate or harmful content to be uploaded.
INTERVIEWS AND GROUP DISCUSSION
I did primary research to determine if the feature is feasible and desirable. I conducted user interviews, and group discussions along with food blogger interviews.
I interviewed 8 users, and 3 food bloggers and had many group discussions (I work in a co-working, so everyone was keen to participate in group discussions)
- Users’ age group- 18–35 years
- Type of users- College students, young adults (users living alone and with family), and parents.
- Location- I interviewed 5 users from metro cities and 3 from Chandigarh. I wanted diversified views.
Interview Questions to User-
- What app do you use for food delivery and why?
- Have you ever used a food delivery app with a short video feature?
- Do you follow any food influencer on Zomato?
- How important is visual content (such as photos and videos) when it comes to deciding what food to order?
- How likely are you to use a short video feature on Zomato to browse food options or get restaurant recommendations?
- What kind of content would you like to see in the short videos?
- How long should the videos be?
- Do you find food content entertaining? Do food short videos affect your food choices? Why and how?
- Would you prefer if the short videos were created by professional food bloggers, influencers, or everyday customers?
- Should the videos be curated by Zomato or should users be able to upload their own videos?
- Would you be more likely to use the short video feature if it included interactive elements such as polls, quizzes, or comments?
Interview Questions to Food Bloggers-
- Have you ever used a food delivery app with a short video feature?
- How important do you think visual content (such as photos and videos) is when it comes to sharing and promoting food on social media?
- On what other platforms do you post your content?
- What are the benefits and problems do you face while posting on other platform?
- What kind of followers do you have? How do you interact with them?
- What is your target audience? Why and how do you plan to find them?
- As a food blogger, what kind of content do you typically include in your videos? For example, do you focus on food preparation, restaurant ambiance, or customer reviews?
- Would you be interested in contributing your own short videos to Zomato’s new feature? If so, what kind of videos would you like to create?
- How long do you think the videos should be?
- How do you think the short video feature could benefit both food bloggers and Zomato users?
Some of the important insights from primary research were-
- Everyone loved the idea of the new feature.
- While ordering from new places most users check reviews, and ratings while only some users check restaurant interiors. They prefer photo reviews more on Zomato.
- Many users weren’t aware of food influencer presence on the platform. Food influencers also complained that the current user interface does not effectively highlight influencer content.
- Only some users preferred both the influencer and user short videos as it will lead to a genuine food review.
- Many users are always looking for new dining options. They mostly check photos and videos on Google, Zomato, or Instagram before making the decision. They wished there was some way to get an update on newly opened restaurants.
FINAL DECISION
- After the above research and evaluation of the potential benefits and drawbacks of the new feature, as well as the impact it will have on the overall user experience and business goal. I believe Zomato Shorts should be successful.
- As Zomato isn’t a social media platform, its goal, algorithms, user base, interaction, and purpose are different from other platforms. After the above analysis, I developed following Feature Requirements-
- 15–60 seconds short videos
- high-quality, entertaining, and informative content that matters to its food customer base
- Content categories- Food and restaurant positive reviews, showcasing restaurant interiors, informing about new restaurants and food.
- No negative or irrelevant content
- The platform will deliver location-based content
- Only influencers (Registered with Zomato) will be allowed to post content. It won’t be user-generated content.
- Saving video option to check later
- Restaurant tagging and tappable link to check, order, and explore food place
- Follow option
EXISTING FLOW AND UI
INSPIRATION
USABILITY TESTING
Once I completed the initial user flow, wireframes, and prototype, it was important to validate the design decisions by testing the initial prototype with real users. I did usability testing with 5 people. Their feedback was extremely helpful. After incorporating all the changes final screens were prepared.
CONCLUSION
This case study taught me that adding a new feature to an existing app sometimes requires extensive research and implementation. It was fun and enlighting to work on this project. Initially, I started this project with the intention to implement the shorts feature on the Zomato app. While working on it, I realized people loved the idea and that really excited me. So I decided to do both, an in-depth study of the feature and its implementation. I hope you liked it!
Here’s the link to my FigJam board showcasing the complete journey.
