BRIEF:
· You are the Product Manager at Swiggy
· Harsha, founder of Swiggy realized that users were leaving the platform and migrating to other platforms
· Swiggy wants to increase customer loyalty and retain the customers
· During the building process, Swiggy wants to understand the user pain points and requirements
· As a PM, you are asked to talk to the users and understand the problems and needs of the users
IDP Questionnaire
I went through the Swiggy app and prepared the Guiding Questionnaire:
I would introduce myself and start with the questions. Hi Guys! My name is Harsha. I am here to know about your preferences on online food delivery apps. Please feel free to be comfortable and share your thoughts.
Guiding Questionnaire:
Can you please introduce yourself?
Are you working/studying currently or others?
Are you working from home or working from office?
How do you manage your meals?
While you plan to eat outside food, Do you feel comfortable ordering from outside or go to restaurants directly?
How frequently do you order outside?
What are the apps that you use?
Why do you use X more often?
Do you own any memberships in those apps?
Are you comfortable with Swiggy? Have you used Swiggy?
What do you feel are the disadvantages/complaints in Swiggy?
Is any part of the application that you are facing a challenge? User Interface / options/ features etc., ?
Do you use Swiggy for purposes other than food say Instamart /Dineout/Genie?
INSIGHTS FROM THE DISCUSSION:
Swiggy has a good and attractive user interface. Some users say they stuck to Swiggy subconsciously, it might be due to the attractive user interface and marketing towards brand awareness. Swiggy’s service is good and when complaints are raised, on introspection, they won’t push you to place a replacement order immediately, instead they refund the amount to your Swiggy account which the users feel is an advantage. Some users who use Swiggy for food continue using it for groceries (Instamart) instead of installing another new app. So Swiggy having all the complimentary options like Instamart, Genie is an added advantage. It increases user retention. Instamart also seems like a convenient option with its rate, the combos it provides and its quick delivery.
The primary reason for switching to an alternative app is that Swiggy hasn’t onboarded all the restaurants. While searching, it doesn’t show all the restaurants in the locality, as a result, users are dissatisfied that they aren’t able to order from the restaurant that they preferred.
The next reason is price. People put the price factor above anything else. We have observed many user behaviors where they search for the rate in multiple apps and place the order on the app that shows the cheaper rate. The user feels that Swiggy has a bit higher price for food than other apps. Also, they feel Swiggy doesn’t have many offers.
Additionally, the search mechanism in Swiggy has a mention where the user feels it doesn’t show favorable results.
Users feel the membership is advantageous in other apps than Swiggy. The availability of restaurants, prices and offers make them tilt towards competitor apps. For membership holders, There is no compensation when your order is late whereas the competitive apps provide you coupons.
Also, there are delivery delay complaints and a lack of proper customer service.
Users who rarely use food delivery apps are concerned about the hygiene, quality of the food delivered.
Possible solutions that Swiggy can further investigate:
Swiggy can work on onboarding more restaurants. Help restaurants to seamlessly supply to Swiggy in addition to being partners in other apps.
Swiggy can work on offering more affordable rates than competitors.
After analyzing the metrics, Swiggy can revisit its search mechanism and make necessary improvements.
It can also work on timely and efficient delivery and customer service.
Swiggy can revisit its membership benefits and work on improving it.
It can work on removing unnecessary ads that are distracting .
Swiggy can investigate about mechanisms to ensure the quality and hygiene of the food delivered and also transparently communicate with the customers about these quality checks.
Swiggy can investigate introducing new options like ordering home-cooked food by partnering with cloud kitchens, community kitchens and local homemakers who offer to prepare food. Healthy meal plans like vegan diet, keto diet, and protein intake plans for regular gym visitors can be investigated. They would be new, attractive plans that will attract health-conscious users.
Further, I have attached the interview transcripts here. You can have a look if you need in-depth details from the users themselves.
Interviewee 1 :
Hi, How are you ? please introduce yourself.
A: I am X and working in as Y in Z for the past 2 years.
Are you working from home or office?
A: Currently I am working from home. I was working from office in City X for some time and I just got back now.
How do you manage you meal now as you are at home?
A: I will cook by myself sometimes and my mom used to cook for us.
How do you manage your meal when you were working from office?
A: In the morning and night, I used to prepare breakfast and dinner by myself and I used to order while I was in office for the lunch. I would mostly order from the same restaurant, the same 2 or 3 dishes in rotation.
During that time, which app you preferred for ordering lunch?
A: I explored a couple of apps and stuck on to Swiggy.
Any reasons that you stuck on to Swiggy?
A: It was the only app working at my area in City X. Also subconsciously I stuck on to Swiggy for some reason.
Do you have any membership in Swiggy?
A: No.
Do you use Swiggy other than food say Instamart /Dineout/Genie?
A: I use Instamart a lot and used Genie a couple of times. Since I don’t want to download a new app for groceries I stuck on to using Instamart.
What do you love about Swiggy?
A: Swiggy just carries out its responsibilities well.
What do you feel are the disadvantages/complaints in Swiggy?
A: Swiggy has not on-boarded all the hotels, I used to search for certain restaurants but it won’t be there.
Customer support could have been better. If there is some contact number rather than chat , it would be better. There were times I wanted a vegetarian food but they had non- vegetarian items mixed inside. For that complaint, they only refunded me and no action was taken.
Sometimes the food was delivered late. The timing shown in the app would be less though.
INFERENCE : The user subconsciously stuck on to Swiggy and feels comfortable using it. Has complaints but prefer to continue using it.
Interviewee 2:
How many times do you order on a weekly basis?
A: 5–6 times.
When do you order usually?
A: Mostly for dinner
Which app do you use predominantly?
A: Zomato. Sometimes I check the same restaurant that I am planning to order on Swiggy if there are any offers.
Do you have any membership in Zomato?
A: No, I would pay some additional amount for the delivery of an order, in order to get free delivery for the upcoming 4–5 orders when it feels okay. I have only bought Zomato membership once using Flipkart supercoins since I had coins accumulated there.
Any specific reason for preferring Zomato?
A: I feel Zomato UI is good. Mainly, Zomato has almost all the restaurants when we search. Eg. When I search for a dish in Zomato, it shows the restaurants that I had in mind. It will show the nearby restaurants. When I do the same in Swiggy, it shows a restaurant which is far away from me. (has more delivery charge). I think it is based on the restaurant ratings. It’s a bit annoying for me.
Also, in Zomato, I feel the rate is less. Swiggy shows packing charges too. Which is not there in Zomato.
Swiggy only has one time offers but Zomato has consistent offers. May be for people who use Swiggy often , they may get more offers, I am not sure about that.
Any inconvenience with respect to User interface in Swiggy.
A: None. I feel its good.
Do you use Swiggy other than food say Instamart /Dineout/Genie?
A: No. I use the other alternative apps like Dine out, Zepto for these purposes.
INFERENCE: The interviewee feels Zomato satisfies his expectations and hence uses it.
Interviewee 3:
How many times do you order on a weekly basis?
A: 3–4 times.
When do you order usually?
A: Mostly for dinner
Which app do you use predominantly?
A: Zomato. I was using Swiggy when I was in PG in a different location within the city. It showed restaurants that I prefered. Now, I am using only Zomato.
Do you have any membership in Zomato?
A: Yes, I have Gold membership.
I’ve used Swiggy membership for few months once, but I remember it had other surcharges. Only delivery was free. Zomato membership also covers dine in option discounts. There won’t be surcharge due to rain, traffic only they charge for food. Zomato always delivers on time, they give coupon if the order is late.
Any advantages you feel in Swiggy?
A: When you cancel an order, they would recharge it to your Swiggy account directly. But this is not the case in Zomato. They would push you to place another order as replacement.
Customer service was good in Swiggy and also the food rate was higher comparatively. Restaurant availability is comparatively less.
Any inconvenience with respect to User interface in Swiggy.
A: None. I feel its good.
I like Swiggy as an app since it has all the options not only for food but also Instamart. The minimum order amount ( I think 49 rs.) is less compared to Zepto which has limit of 199 rs. to be eligible for free delivery.
When I compared the rate also Instamart is comparatively affordable. Rates are low. Veggies are fresh. It also has combos for Veggies which is very convenient.
INFERENCE: The interviewee uses Zomato since he feels it is more advantageous. Still he prefer to use Instamart for groceries.
Interviewee 4:
How many times do you order on a weekly basis?
A: 2–3 times a month.
When do you order usually?
A: Mostly for dinner during weekends.
Which app do you use predominantly?
A: I check the same dishes in the restaurant that I am planning to order on both Swiggy and Zomato to check if there are any offers. I’ll place order on the one that is cheaper.
Do you have any membership in Zomato/Swiggy?
A: No, I am not a frequent user. I don’t own any memberships.
Any advantages you feel in Swiggy?
A: Swiggy’s UI is fun and interactive, shows offers upfront comparing to Zomato.
Any inconvenience with respect to User interface in Swiggy?
A: None. I feel its good.
Do you use swiggy other than food say Instamart /Dineout/Genie?
A: No. I haven’t used any.
INFERENCE: The interviewee doesn’t have inclination towards any app but orders on whatever shows the cheapest rate.
Interviewee 5:
How frequently you order online?
A: Not much, 3–4 times a year.
How do you manage your meals?
A: My mom used to cook most of the times.
Why don’t you order frequently? You said you are a working professional, you may not have time?
A: Usually I am a health conscious person. So, I don’t prefer eating out. Will go to restaurants once in a while to spend time with family/friends.
Also, when I order I feel the food is not fresh and I am concerned about the quality and hygiene of the food. I’ve always felt when I go to restaurants directly the food is fresh/hot and pleasing than ordering it.
When do you order usually?
A: Rarely when I crave for something and not in a mood to go out to a restaurant.
Which app do you use predominantly?
A: Swiggy. I subconsciously stuck on to Swiggy from the beginning. No specific reasons.
Do you have any membership in Zomato/Swiggy?
A: No, I am not a frequent user. I don’t own any memberships.
Any advantages you feel in Swiggy?
A: Swiggy has all options like Instamart, Genie, Dineout all in one place.
Any inconvenience with respect to User interface in Swiggy?
A: None. I feel its good.
Do you use Swiggy other than food say Instamart /Dineout/Genie?
A: I have used Genie a couple of times.
INFERENCE: The user rarely orders food but when he does, he orders on Swiggy.
