Yes, most of us face this problem. Back then when I was in Gurugram for my internship I faced a similar problem that it used to take me some time to make a choice and when actually my food used to come lunch break was already over. So when I was handed this problem statement by Razorpay I was so excited to solve this problem. So without any delay...

Context 🤓

This summer Razorpay introduced a summer internship program. As a part of the recruitment process, they gave a design task. This is my documentation of the solution which I presented to solve the problem statement given. So let’s dive deep into the problem👇

Task Description 📝

A lot of people depend on food delivery services for their meals. During open-ended research, it was revealed that a lot of regular users feel that while there are a lot of options for them to order from, they don’t tend to have time on their hands when they actually want to order food.

The product team wants to solve this disconnect by building a feature to schedule orders and extend it to create weekly and monthly subscriptions.

As a Product Designer, you are tasked with building a first-time user experience for a user to be able to schedule & subscribe to the food of their choice.

Understanding the context and objectives 🧐

Pre-scheduling and subscription feature will help the customers to schedule food in advance according to the suitable time and date and also subscribe to the food of choice. Restaurant owners have full ownership to decide if they can fulfill such services based on personal preferences.

Major stakeholders involved with this feature include:

1. Swiggy Customers
2. Restaurant Owners/ Managers
3. Business/ Product Owners

The first thought I had while starting the process was to form a hypothesis around the major objectives associated with this feature for each of these stakeholders:

Constraints ⛓️

1. Had to choose between Swiggy or Zomato & follow their design ideology, UI patterns and ensure that the feature finds a logical place within the information architecture.
2. Was not able to iterate much on some key interactions(2–3 only) because of the constraint to finish the task in 48 hours.
3. The number of people interviewed were not adequate to meet all the purposes of the research.

Identifying the Use Cases 👥

Use Case 1: As an employee or intern in metro cities, one has very hectic schedules and doesn’t want to be delayed due to food being delayed or unavailable so schedule their meals in advance to stay carefree about food delivery.

Use Case 2: As a Party Organizer, wants to order food in advance to ensure hassle-free food delivery and enjoy the party to the fullest.

Use Case 3: As a student having fixed meal breaks ordering food in advance to ensure that meal gets delivered according to break timings.

These mentioned use cases were identified by me based on my understanding( not on the basis of Primary Research). For the scope of this task, I narrowed the target users to the Employees or interns since they are more severe in terms of use cases ( interact with the product more frequently). This helped to prioritize their needs and crafting the experience which addresses all their pain points.

Research ✍️

As a part of the research plan, I did some Secondary research by looking over some readings and also looking over the competitor products with similar features ( like Dominos, Uber Eats, and Pizza Hut).

This was followed by Primary Research where I focussed primarily on the working professionals who either rely on the local tiffin services in MNCs or are dependent on the food delivery apps for the daily meals. I interviewed 5–8 working professionals(between the ages of 20–28 years) to get some useful insights.

Purpose of the research:

• To understand the current journey of food ordering and find existing some pain points
• To understand the factors that affect the choice of food ordering
• To understand the need for scheduling and subscribing meals
• To figure out how the subscription model should work

Questionnaire for the research?

1. How often do you order food online and what are the factors that matter to you the most while ordering food?
2. Which meal of the day are you most likely to miss?
3. Can you walk me through your journey of ordering food?
4. How much would you rate the current experience( Completely Satisfied/ Above Average/Okayish/Not happy with experience/ Poor experience)? Any feedback or improvements you want to suggest?
5. Have you ever tried the local tiffin services?

• If yes? Then what were your motivations for selecting it?
• If no? Why and what were the reasons?

6. Do you every time try new food items in your meals?

• If Yes, how do you generally make a choice of the desired food?

7. Do you have ever feel time constraints while ordering?

• If yes, if given a choice to place orders for the future how many orders can you place at once?

Master Tip 💡: While preparing a questionnaire we need to make sure that we don’t make any sort of assumptions , asking basic and followup questions( whys and hows) is very important.

Takeaways from the research 💻

To view, more details about the insights Refer to this!

I was also able to get in touch with a few restaurant owners listing their restaurants on Swiggy. Some of the insights were:

• Scheduling will increase our revenues and will help to scale our business. (Assumption Validated)
• Scheduling takes place on phone calls right now and people schedule their Lunch meal the most.

Needs and Pain Points identified 🤯

Based on the insights gathered from user research I was able to articulate goals and pain points of the target user in a form of Persona:

Understanding the user’s context 🤨

Converting Opportunities into solutions 🚀

After articulating the goals and pain points, I was able to capture the opportunities where the feature can help the users. Using the following How Might We notes(HMWs) I ideated divergently to come with solutions that address the needs and at the same time solve the problems of customers:

1. HMW help users to get their meal delivered to them on time?

2. HMW help users to make food selection faster?

3. HMW simplify payments for the subscriptions?

4. HMW assist users to subscribe food of their choice?