Mobile
Instamart - Daily Subscription
Mobile
Instamart - Daily Subscription
Mobile
Instamart - Daily Subscription
Note: This case study is a personal project & solely a work of my research and design process.
Note: This case study is a personal project & solely a work of my research and design process.
What is Instamart?
What is Instamart?
Swiggy Instamart, from the house of Swiggy, delivers daily essentials such as fruits, vegetables, dairy, bread, eggs, and snacks in minutes.
Swiggy Instamart, from the house of Swiggy, delivers daily essentials such as fruits, vegetables, dairy, bread, eggs, and snacks in minutes.
Overview
Overview
Just as Instamart users want the ability to place orders when they want, I want them to experience the same control and flexibility when it comes to ordering daily food essentials. The Daily Subscription feature allows people to easily subscribe various products Instamart offers, such as bread, milk, eggs, fruits, and vegetables, so that they don't have to manually order the same things every day.
I was the solo designer working on this new feature in September 2022.
Just as Instamart users want the ability to place orders when they want, I want them to experience the same control and flexibility when it comes to ordering daily food essentials. The Daily Subscription feature allows people to easily subscribe various products Instamart offers, such as bread, milk, eggs, fruits, and vegetables, so that they don't have to manually order the same things every day.
I was the solo designer working on this new feature in September 2022.
The Problem
The Problem
Introducing daily subscriptions to users required fundamental changes to how orders are placed on Instamart. Previously, users would add items to their cart, place an order, and then payment would be deducted from their account.
Introducing daily subscriptions to users required fundamental changes to how orders are placed on Instamart. Previously, users would add items to their cart, place an order, and then payment would be deducted from their account.
Creating the Daily Subscription feature along with the existing ordering flow required re-thinking of the way the subscription flow would intersect with existing cart flow and be displayed in the product.
Creating the Daily Subscription feature along with the existing ordering flow required re-thinking of the way the subscription flow would intersect with existing cart flow and be displayed in the product.
Why did I come up with this problem?
Why did I come up with this problem?
Introducing daily subscriptions to users required fundamental changes to how orders are placed on Instamart. Previously, users would add items to their cart, place an order, and then payment would be deducted from their account.
Introducing daily subscriptions to users required fundamental changes to how orders are placed on Instamart. Previously, users would add items to their cart, place an order, and then payment would be deducted from their account.
User's Perspective
User's Perspective
I carried out user research which showed that people prefer home delivery of food essentials over going out. Physical stores often do not offer early morning delivery, making it inconvenient for customers. I chose Swiggy as the delivery platform due to its established user base and trustworthiness.
I carried out user research which showed that people prefer home delivery of food essentials over going out. Physical stores often do not offer early morning delivery, making it inconvenient for customers. I chose Swiggy as the delivery platform due to its established user base and trustworthiness.
Business's Perspective
Business's Perspective
Swiggy has a solid customer base in India and can easily expand its services. It has an advantage over its biggest competitor, Zomato, which does not offer daily subscriptions. By launching this feature early, Swiggy can capture more market share and compete with indirect competitors like Milkbasket and Country Delight, who already offer these services.
Swiggy has a solid customer base in India and can easily expand its services. It has an advantage over its biggest competitor, Zomato, which does not offer daily subscriptions. By launching this feature early, Swiggy can capture more market share and compete with indirect competitors like Milkbasket and Country Delight, who already offer these services.
Goals
Goals
User: Get daily subscribed items on time.
User: Get daily subscribed items on time.
Business: Increase revenue and retention of users.
Business: Increase revenue and retention of users.
Product: Maintain the app’s current ordering flow.
Product: Maintain the app’s current ordering flow.
Placing orders and delivering quickly is a crucial aspect of any food delivery app. However, it can also be technically complex. The most challenging part of designing this feature was integrating the Daily subscription feature into the current flow of ordering items. To maintain trust with users and ensure that their subscription was correctly placed, I used concise copy and clear visuals to help them understand what was happening at each step and to guide them in resolving any errors.
Placing orders and delivering quickly is a crucial aspect of any food delivery app. However, it can also be technically complex. The most challenging part of designing this feature was integrating the Daily subscription feature into the current flow of ordering items. To maintain trust with users and ensure that their subscription was correctly placed, I used concise copy and clear visuals to help them understand what was happening at each step and to guide them in resolving any errors.
Research
Research
In my determination to make the daily subscription feature meet users' needs, I conducted three rounds of user testing. Based on the feedback received, I made iterative changes to the feature. During this process, I also took into account the business goals. User insights proved crucial in this testing.
In my determination to make the daily subscription feature meet users' needs, I conducted three rounds of user testing. Based on the feedback received, I made iterative changes to the feature. During this process, I also took into account the business goals. User insights proved crucial in this testing.
Implementing a daily subscription service for items may be more complex than it appears. At Instamart, customers can place orders at any time, so the subscription flow had to be integrated in a way that doesn't disrupt the primary user experience.
Implementing a daily subscription service for items may be more complex than it appears. At Instamart, customers can place orders at any time, so the subscription flow had to be integrated in a way that doesn't disrupt the primary user experience.
I added a subscription option to the main user flow, allowing users to subscribe to an item on a daily, weekly, monthly or alternate day basis. Research showed that users preferred these options over the previous weekly, fortnightly, and monthly options. To simplify the user experience, I removed the days section. I also provided a way for users to edit or cancel their subscription at any time.
I added a subscription option to the main user flow, allowing users to subscribe to an item on a daily, weekly, monthly or alternate day basis. Research showed that users preferred these options over the previous weekly, fortnightly, and monthly options. To simplify the user experience, I removed the days section. I also provided a way for users to edit or cancel their subscription at any time.
One additional insight: I added a minimum quantity requirement for subscribing to an item, with the business goals in mind. This is because delivering a single whole wheat bread or only 5 bananas, without charging delivery fees to Swiggy One members wouldn't be viable.
One additional insight: I added a minimum quantity requirement for subscribing to an item, with the business goals in mind. This is because delivering a single whole wheat bread or only 5 bananas, without charging delivery fees to Swiggy One members wouldn't be viable.
Complex challenges like these were among three identified user research sessions and validating this and other solutions before implementation was key to the app turnaround.
Complex challenges like these were among three identified user research sessions and validating this and other solutions before implementation was key to the app turnaround.
How it works
How it works
Edit or cancel subscription
Edit or cancel subscription
Users can edit their subscriptions, cancel current ones, and renew expired subscriptions from their profile page. These options are located in the Instamart Subscriptions tab.
Users can edit their subscriptions, cancel current ones, and renew expired subscriptions from their profile page. These options are located in the Instamart Subscriptions tab.
Calendar View
Calendar View
Users can choose when they want their subscription to start, as well as how long they want it to last, using the calendar view for all available options.
Users can choose when they want their subscription to start, as well as how long they want it to last, using the calendar view for all available options.
Swiggy and Instamart Home Page
Swiggy and Instamart Home Page
In Swiggy’s home page, I added a daily subscription banner to catch the user’s attention.
In Swiggy’s home page, I added a daily subscription banner to catch the user’s attention.
In Instamart, I added a section right under the Swiggy one section to provide emphasis to the new feature while also making sure it doesn’t take too much space off the main user flow of ordering the go-to items.
In Instamart, I added a section right under the Swiggy one section to provide emphasis to the new feature while also making sure it doesn’t take too much space off the main user flow of ordering the go-to items.
Results
Results
The feedback I received from friends and family was extremely positive, all noting the convenience of imagining their food delivered daily without logging in the app.
The feedback I received from friends and family was extremely positive, all noting the convenience of imagining their food delivered daily without logging in the app.
”Sometimes I wake up late in the morning and need something to eat fast so I have to order and wait for 20-30 minutes before items arrive, and daily subscription feature is really what I would love to have.” — A
”Sometimes I wake up late in the morning and need something to eat fast so I have to order and wait for 20-30 minutes before items arrive, and daily subscription feature is really what I would love to have.” — A
Next Steps
Next Steps
Identify and address potential edge cases such as items being out of stock after 3 days of subscription.
Identify and address potential edge cases such as items being out of stock after 3 days of subscription.
Daily subscription feature can be extended to Swiggy’s restaurants as well so users will be able to subscribe to particular meals to be delivered at a particular time.
Daily subscription feature can be extended to Swiggy’s restaurants as well so users will be able to subscribe to particular meals to be delivered at a particular time.
Adding a new feature to allow users to subscribe multiple products altogether and go into depth about how user experience can be improved in comparison to the competitors.
Adding a new feature to allow users to subscribe multiple products altogether and go into depth about how user experience can be improved in comparison to the competitors.