About
A Bangalore based startup company is getting in food delivery business. Since there are already many delivery services present in market & have huge customer margin, its really important to take every minute details in consideration.
Objective
The aim is to study the current service provider & find out the gaps which can be used to make a strong competitor in market.
Tools
01
Project Overview
To keep this research study focused , i created a detailed Research Plan which has following structure
02
Methods & Approach
Secondary Research
Desk Research | SWOT Analysis
Primary Research
User Survey | User Interview
As every solution should be user focused, the problem should be taken into account from psychological point of view too. I observed following hypothesis statements regarding food delivery
Price is a relevant feature in choosing online food delivery (service) app
If variety of options of restaurants will be there , more people will use it.
If there will be delivery tracking option then it may attract more users.
Condition of food delivered is also a major point to consider
If Customer care & feedback of dish as well as restaurant is not clear or true then it may lead user to leave the app
If the veg & non veg dishes are kept seperately then it will more likely to get users attention & trust.
Current service provider have long & irritating refund process
If the product page show real images rather than google images, it will give more clarity to user
If the protein & calorie values will be there , the health concious user can also be able to use our service
What if user is able to pay according to distance then they might use the app more.
03
Setting The Stage
Since food delivery business has gained a lot of audience in short time span , lot of competitors have entered into this business but two most popular services are Zomato & Swiggy.
04
Desk Research
The Indian food delivery market is expected to grow at a CAGR of 27.8% from 2023 to 2028, reaching a value of US$118.2 billion by 2028.
The market is dominated by two major players, Swiggy and Zomato, which together account for over 80% of the market share.
The growth of the market is being driven by the increasing penetration of smartphones, the growing number of working professionals, and the changing lifestyle of Indians.
The market is also expected to benefit from the growing popularity of online ordering and the increasing number of millennials and Gen Z consumers.
The market is expected to become more fragmented in the coming years, with a wider range of players competing for market share.
Food delivery companies will need to focus on providing a superior customer experience in order to stay ahead of the competition. This includes offering a wide variety of restaurants, competitive pricing, and reliable delivery times.
Since food delivery business has gained a lot of audience in short time span , lot of competitors have entered into this business but two most popular services are Zomato & Swiggy.
05
SWOT Analysis
Strength
Weakness
Threats
Opportunities
Fast delivery
Customer feedback
Swiggy instant mart
Well organized info
Reduce delivery charges
Make the app easily accessible
Increasing potential customers
Neglecting potential customers
No filters available
offers are not visible
Confusing UI
No option for email login
Strength
Weakness
Threats
Opportunities
Easy Navigations
Support local restaurants
Search by location
Filter options
Good refund process
Offers & Deals
Create better carry bags that dont let the food cool
Predict exact delivery time
Uber eats can attract their consumers
Not being able to deliver in time
Extra packaging cost
Dishes get cool very often
App crash
Poor customer service
Use of red color
06
User Survey & Interview
10
Yes
No
13
5
Do you like to eat something after dinner(desert)
Always
Yes
Sometimes
No
Very rarely
5
7
12
18
1
How often do you order food online
Do you order food online
Not much
Important
Very Important
5
3
How important is to get your food on time
Yes
No
13
5
Do you check calorie & protein values before eating/ordering
No
Yes
2
16
Do you like to order food without Signup
Desk research helped me to write detailed questions for user survey & interview. I prepared 4 zones about the interview questions
To Know About The User
Ability to Use Technology
Past Experiences
Opportunity Areas
07
Research Insights
People want more data (food items) on the home screen
Currents apps are confusing & have too much info.
If they want to order from multiple cafes/stalls they have to wait for both delivery guys
Not knowing the quantity of the food they are getting is it same as the cafe or something different
Vegetarian & non- vegetarian food should be kept seperately while delivering
Current apps shows misleading images of food
Feedback option of restaurants/dishes are unavailable
No good customer care if any issue error
Long refund process
Contactless delivery should there
People want the delivery charges dependent on the distance of the cafe they are ordering
Since food delivery business has gained a lot of audience in short time span , lot of competitors have entered into this business but two most popular services are Zomato & Swiggy.
08
Affinity Mapping
Customer feedback issues
Refund Process
Interface
Usability Issues
Since food delivery business has gained a lot of audience in short time span , lot of competitors have entered into this business but two most popular services are Zomato & Swiggy.
09
User Persona & Empathy Map
Pain points
She often orders veg & non veg dishes together & have concerns about the delivery
Delivery arriving late
Bad customer care & refund process
Goals
View the ratings of dish as well restaurant
Want a simple & easy to understand home screen
Explore new cafes & dishes
Pay the valid delivery charge
Background
Samar is a system engineer & digital creator. He often goes out for dinner & order food online. He like to try new street food a lot
Samar
28
Unmarried
I save money for future & prefer cheap cafes
Love to cook sometimes
Prefer quality over quantity
How can i save money on food
How can i explore more cafes & dishes
Order from multiple cafes at once
Variety of options of cafes
Get more discounts
Better Customer Service
Open every food delivery app & look for offers
Choose COD mostly
Often check order status
Says
Thinks
Feels
Does
10
UX Suggestions
Delivery bags should have seperate compartment or veg & nonveg orders.
User should be able to know how is his order being delivered.
UI should not contain unnecessary data
There should be a refund money or order so that if user gets wrong or broken package, users can easily apply for refund
The display images must be real not from online source
There should be a feedback of restaurant as well as the dishes they offer
Multiple order funtion shoud be such that it covers every order in one go & while payment it shows offers individually.
Showing the ingredients , proteins & Calories would be a plus as many users are health concious & prefer to know these values
for their diet.
There should be a minimum delivery charge & then dependent on distance.
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